Introducing a new era of fans to the game

Hugely popular in the U.S, but little known in the U.K beyond casual Yankees cap-wearers, Major League Baseball wanted to widen the game’s presence via cultural touchpoints across Europe, starting in the UK.

Flexible fun

The XYZ team created portable experiences for both pitching and batting. Novices and pros went head-to-head in Perfect Pitch tunnels and Moon Shot batting cages, where accuracy was rewarded with points and the opportunity to win exclusive merch.

The experiences were designed to be modular, flexible and portable, meaning they could be activated in multiple places. Our MLB experience appeared at Wireless festival London, Leeds festival, MLB’s brand-own Home Run Derby X festival, and in Germany at the World Baseball Classic Qualifier in Regensburg, giving a huge new audience the opportunity to experience Major League Baseball for the first time.

Perfect pitches, home runs hit

Designed for maximum participation, hundreds of the MLB’s Next Gen Fans, who only knew baseball via streetwear, were given a first-hand experience of baseball, through an engaging and memorable experience.