‘Our players are die-hard anime fans’: Why MLB is tapping into anime for its new ads
As the 2025 Major League Baseball season gets into full swing, you’d expect the league to use its marketing muscle to hype the heroics of its biggest stars. But its anime-style ad campaign takes that idea to a new level.
“Heroes of the Game” mixes the on-field superpowers of players like Shohei Ohtani, Paul Skenes, Julio Rodríguez, Juan Soto, and Aaron Judge with the pop cultural artistry of anime hits like One Piece and Fullmetal Alchemist. Created with ad agency Wieden+Kennedy, the league also partnered with Passion Pictures and Echelle Studios in Japan, as well as acclaimed animation director Hiroshi Shimizu, to make the work.
The first ad features a whole collection of players, with individual player spots rolling out over this month. The new work follows earlier collabs with anime series Demon Slayer and Japanese artist Takashi Murakami for the season-opening Tokyo Series between the Los Angeles Dodgers and Chicago Cubs last month.
Not-so odd couple
It may feel like an odd coupling, but MLB chief marketing officer Uzma Rawn Dowler says the league has used anime in past social posts and fans loved it. “And our players are also die-hard anime fans,” says Rawn Dowler. “Whether it’s Julio (Rodríguez) or Fernando Tatís customizing their cleats with their favorite characters, or Jazz Chisholm wearing a One Piece chain, anime is really popular in our clubhouses and with our players. So we felt like it was a really authentic medium to tell our player stories.”
The campaign lands at a time that finds baseball flying high. The league’s $12.1 billion in reported 2024 revenue was a record, breaking the previous record of $11.6 billion set in 2023. It also represents a 33% jump in the past decade. Last season’s attendance of more than 71 million fans was the highest since 2017. Television viewership was up across the board, including among the coveted 18-to-34 demographic.
Now that it’s got the attention of fans—especially younger ones—MLB is focusing on how it can harness their passion for baseball and culture in creative new ways.
Back in 2023, the league partnered with Wieden+Kennedy for its “Baseball Is Something Else” campaign, which this year’s work continues. Rawn Dowler says the emphasis on specific stars has really paid off, noting, “We have young, dynamic, diverse, global players who transcend baseball, and our younger sports fans are increasingly identifying with individual players. So we want to continue to prop up the folks who are the face of our game.”
The league picks which players to spotlight based on a number of factors, including sheer on-field dominance, and making sure the mix works across a variety of club markets and global audiences.
It probably shouldn’t be a surprise to find the anime pedigree involved in the new campaign, considering Wieden+Kennedy’s award-winning, manga- and anime-related work for McDonald’s last year. That saw the fast-feeder flip its golden arches as a nod to the fictional spoof store WcDonald’s that had become a mainstay of many popular manga and anime TV shows, graphic novels, and video games for the past several decades. The brand went deep to collaborate with celebrated artists on limited-edition packaging, a new sauce, and a series of WcDonald’s anime shorts and manga.
The next big league event is the inaugural Speedway Classic in August, when the Atlanta Braves will play the Cincinnati Reds on the infield of NASCAR’s Bristol Motor Speedway in Bristol, Tennessee. In the meantime, the league will continue its winning formula of finding creative ways to bring pop culture to baseball, and its superstars to pop culture.
“It’s just a really exciting time in baseball right now,” Rawn Dowler says. “The talent level is insane. We have players achieving remarkable feats, and they’re doing it with a little bit of swagger, style, and flair, and so that has allowed us to really showcase and tell the stories of our players.”