SSRS is on a mission to understand sports fandom around the world.
Our research focuses on pathways to fandom at the international level, and understanding what fandom means in different cultures and communities.
Baseball season is here and we’re sharing insight from MLB fans we spoke to in 6 countries in North America, Europe, Asia, and Africa.
Using online bulletin boards with built-in AI translation support, participants were asked to complete a range of activities designed to understand their fan behaviors, including uploading self-reflection videos about what it means to be a sports fan, and how they became fans of the MLB. Read more about this research >>.
Pathways to MLB Fandom
The MLB has a rich history and dedicated fan base that extends far beyond the United States. While baseball is deeply rooted in American culture, it has been a popular sport overseas for nearly as long. Baseball’s appeal has grown internationally, creating a diverse global community of fans. MLB is kicking off the 2025 season launching their “Heroes of the Game” ad campaign showcased in major cities like London, Mexico City, New York, and Tokyo.
While baseball may be America’s pastime, MLB has attracted fans around the world through ties to local leagues, international players, and international travel. Our research uncovers several key themes that define pathways to becoming MLB fans across the globe. MLB fandom develops differently in different countries, depending mostly on how well-established baseball is as a sport. In countries like Japan, where baseball is the most popular sport, baseball fans find MLB through the longstanding links formed by players and fans crossing over from Japanese leagues to the U.S. In other countries where baseball is more of a cultural novelty, fans are more likely to find MLB through an indirect route, like fashion or interest in American culture.
1. Strong Ties as Japan’s Leading Sport
Japan has a long and rich baseball history going back to the late 19th Century. As Japan’s most popular sport, baseball is not only well-known but a source of national pride. Japan’s own professional league, Nippon Professional Baseball (NPB), has the highest game attendance in the world, and Japan has produced many MLB players, including all-time greats Ichiro Suzuki and Shohei Ohtani. With such a vibrant baseball culture, Japanese baseball fans become MLB fans in two key pathways.
Player Driven Fandom
Japanese players in MLB contribute a significant amount to the following from their home country for the MLB.
Sociocultural Driven Fandom
Baseball is deeply embedded in the social fabric, fostering community bonds.
2. Canada and Mexico: Baseball’s Additional Strongholds in North America
In Canada and Mexico, strong connections to U.S. baseball culture are a significant factor behind MLB fandom. Canadian MLB fans have developed deep connections to the league through lifelong connections to the U.S. Through sharing the league with an MLB franchise in Toronto, game action from the whole league has helped fans form connections to many teams. In Mexico, the presence of numerous Mexican players in MLB enhances the bond with the sport, as fans passionately follow their countrymen’s careers. These shared cultural ties and the league’s influence help form deeper connections, uniting fans from both countries in their love for baseball.
3. Global Glimpses: Baseball Expands to New Territory
Outside of Japan and North America, becoming an MLB fan is quite different. Baseball is not as central in people’s minds and is not as easily available to watch or to play. This often means fans have to seek out the sport through niche communities and alternative paths. Although currently limited, there is significant potential for growth.
Fans in these smaller baseball markets are drawn to the game through direct experience, time spent in the U.S., or because they enjoy being part of the local baseball sub-culture.
Beyond the fan pathway through the sport itself, another significant factor we uncovered is the influence of fashion and the MLB.
