• by Steve McClellan  @mp_mcclellan, February 17, 2022

MLB Players Inc., part of Major League Baseball Players Association (MLBPA) is teaming up with global influencer marketing company Influential in a bid to help players become better content creators. 

As part of the effort Influential will match players with its roster of blue-chip clients like PepsiCo, McDonald’s, Wells Fargo, and others. The agreement covers some 1,200 active MLB players.

In addition to developing campaigns, the partnership will give players insights into their social media data across all leading social platforms including TikTok, Instagram and Twitter.

Influential has an AI technology platform that facilitates connections for the company’s talent pool of 3+ million creators with top global brands.

Athletes seem to have a leg up in the influencer world, according to Nielsen, which has research showing that athlete influencers have the ability to generate 63% more engagement than other social media content producers.

“This partnership provides our members with the tools they need to understand the value of their digital profiles and impact,” said Evan Kaplan, Managing Director of MLB Players, Inc. “Access to Influential’s robust technology platforms will also help players generate meaningful brand partnerships.”

Influential has struck similar deals in the past with the NFL, NBA and certain student athletes. Last year the National Collegiate Athletic Association voted to allow college athletes to earn money and otherwise benefit from their names, images and likenesses (NIL) via endorsements, sponsorships and other commercial endeavors.