As brands chase emerging sports and youth-driven platforms, one of the most lucrative audiences in professional sports remains hiding in plain sight: Major League Baseball fans.
New research shows
that MLB’s fan base represents an enduring marketing opportunity, a group that’s not only financially strong but also digitally connected, loyal, and ready to engage.
Contrary to
the perception that baseball’s following is aging out, the data suggests the opposite: MLB fans are a high-value, stable audience whose consistency and affluence make them a rare asset in
today’s fragmented media landscape.
Affluent at the Core of MLB Fandom
MLB fans stand out for their financial strength and purchasing power. They are about 1.8x
more likely to be in the $1million-plus income bracket and 1.5x more likely to fall into the $300K–$400K range compared to the average U.S. adult. They are also 1.1–1.6x more likely to use
American Express cards—markers of both purchasing power and premium brand affinity.
advertisement
advertisement
Professionally, this is an audience of decision-makers. MLB fans are 3x as likely to be IT directors
and 1.2x more likely to be data scientists than the general population. They are more likely to be homeowners and married with families, combining affluence with household stability.
For
marketers, the takeaway is straightforward: MLB delivers an audience that not only can afford premium products but actively chooses them. They are the ultimate target for high-value
campaigns.
Lifestyle Patterns Reveal Strategic Brand Alignment
MLB fans lean toward an active yet thoughtful lifestyle, a blend of social engagement and strategic recreation.
They index 1.6–2.0x higher for pickleball and 1.5–2.0x higher for puzzle and strategy games, indicating that the same traits that define their fandom -- patience, precision, and loyalty--
extend into their leisure choices.
They also participate robustly in the experience economy. MLB fans are 1.6x more likely to own timeshares and 1.1x more likely to use rental cars, pointing
to a lifestyle built around planned trips and recurring experiences. For hospitality, travel, and leisure brands, this postseason audience aligns perfectly with high-value, experience-driven
campaigns.
How MLB Fans Watch: Deep, Multiplatform Engagement
When it comes to viewing, MLB fans are committed and enduring. Fans are 6x more likely to watch sports late at
night and 1.7x more likely to engage in 4–6 hour viewing sessions, often spanning multiple games or extended coverage.
This is also a digitally sophisticated audience. MLB fans are 3x
more likely to use HBO, 1.6x more likely to use Paramount+, and 1.5x more likely to use Hulu. Importantly, they are also slightly more likely to watch linear TV, demonstrating that MLB bridges
traditional and streaming platforms.
For marketers, this hybrid consumption model signals a prime opportunity for cross-channel campaigns: companion content, live social activations, and
second-screen experiences that reward sustained engagement rather than fleeting attention.
Why This Matters Now
The 2025 MLB postseason underscores an enduring truth:
baseball’s audience doesn’t simply appear in October. It’s always there. What changes is how brands choose to engage them. These fans are affluent, loyal, and highly active, with
spending and media habits that align naturally with key sectors:
For marketers, the roadmap is clear:
- Travel and hospitality: Timeshare and rental car tie-ins align
directly with fan behavior.
- Financial services: Retirement and wealth management messaging land with high impact.
- Streaming platforms: Premium OTT activations fit a
fan base that pays for quality.
Athletic and lifestyle brands: Pickleball and active recreation partnerships are especially resonant.
In an era obsessed with novelty,
baseball’s value lies in consistency: a fan base that delivers engagement, spending power, and long-term loyalty.