VCCP Media and CSM Sport & Entertainment’s new campaign marking the return of the MLB World Tour


Agency News



Baseball fans across Europe are getting ready to cheer as the Major League Baseball (MLB) World Tour: London Series 2023 returns this summer. After a successful debut in 2019, the highly-anticipated event returns to London Stadium on June 24-25, when the St. Louis Cardinals and Chicago Cubs - whose rivalry stretches back more than 130 years - contest two regular season games.

VCCP Media, in partnership with CSM Sport & Entertainment (CSM) and MLB, has launched a 360 campaign spanning broadcast and addressable TV, BVOD, DOOH, and paid social.

The campaign creative, developed by CSM, showcases how fans will have the opportunity to enjoy an authentic US ballpark experience with high-intensity action and entertainment, in London this summer.

To bring this experience to life, the campaign is led by a partnership with Sky which will see the 30” TV spot appear adjacent to marquee sporting events nationally across Sky & BT Sport throughout April. This is supported by a rollout through Sky’s One Campaign solution reaching event-goers throughout London and the South East via AdSmart, BVOD & Advance.

To build reach and stature the campaign also includes full-motion digital outdoor screens targeting key London Underground stations, such as Piccadilly Circus and Leicester Square, which are synonymous with big events in the capital.

The campaign’s 30” film  depicts the excitement of Major League Baseball, starting with a shot of the London Olympic Stadium and crowds arriving to watch the games. A range of ‘unbelievable’ batting shots are shown alongside amazing catches, as well as cheering crowds who are enjoying the games. It ends with a voice over saying “Experience the thrill of Major League Baseball this summer”. The upbeat music throughout adds to the excitement alongside the sounds of the crowds cheering. The film has been designed to create a buzz and attract people to the games.

An ongoing digital partnership with JOE Media, which is led through co-produced content shot during the 2022 MLB World Series, will further amplify the experience for fans when baseball makes a spectacular return to London.

Andy Owen, Managing Director - Major Events, CSM, said: "With a packed house at London Stadium watching one of baseball's most intense and historic rivalries, the MLB World Tour: London Series 2023 promises to be a spectacular event. CSM is proud to have developed the creative, and to be working with MLB and VCCP Media to amplify the campaign.  We are excited for the launch and to build anticipation for another historic series in London."

Tara Marus, CEO of VCCP Media, said: “We are really excited to be launching this multi-channel AV campaign promoting the London Series and celebrating the spectacular event returning to the UK. Working with the innovative and passionate teams at media owners, CSM and MLB alike, with challenger spirits, they really do epitomise the type of brand and partners we love to work with."