Project brief

Despite a rich and socially important history, Major League Baseball has faltered. Rapid advances in technology, as well as shifting interests and new competitors have taken the luster from the once industry leader. With 60% of MLB broadcast viewership over the age of 50 and a sports industry that's more competitive than ever, we set out to understand how the MLB could broaden their fan base without alienating current followers.

Additional team members: Ian Morrow, Gustavo Cascio  //  Class: Innovation Methods

Research and Insights

We spoke with fans and non-fans, to people at baseball games and those who had never attended a baseball game in their life. This wide range allowed us to understand what current fans love about the game, and what drives non-fans to still attend/watch from time to time. That research drove the following insights.