Document Type
Thesis
First Faculty Advisor
Lori Coakley
Second Faculty Advisor
Michael Roberto
Keywords
professional sports; MLB; diversity; fanbases; social media; organizational culture
Publisher
Bryant University
Rights Management
CC - BY - NC - ND
Abstract
Professional sports organizations are continually attempting to broaden their fanbases and appeal to different groups. Major League Baseball (MLB) has particularly struggled to attract younger more diverse fans. Current literature has focused on the ability of social media and front office representation to cultivate social identification and organizational commitment to broaden existing fanbases across all American professional sports. The purpose of this study is to identify how MLB clubs are adapting to combat a diminishing fanbase and how to effectively diversify their reach. Qualitative research was conducted through twenty interviews of MLB and Minor League Baseball (MiLB) front office employees. Content analysis software, NVivo, was used to categorize interview data identifying three central themes salient to all organizations interviewed: organizational culture, social media usage, and DEI initiatives. Results indicate that diverse representation in the front office, theme nights, youth baseball & softball programs, community partnerships, informative social content, viral content and trends, and showcasing team highlights are the key protocols used in MLB and MiLB clubs to build a younger more diverse fanbase. This research contributes to the field of sports management by providing a comprehensive understanding of what strategies regarding social media and DEI effectively garner a wider scope of fans in MLB and MiLB. This enhances the knowledge surrounding the progression of professional sports fans and the future of MLB.
Comments
MLB has struggled to appeal to younger more diverse fanbases in comparison to other major American professional sports leagues. This research identifies social media strategies and DEI initiatives that garner a younger more diverse fanbase in MLB and MiLB, while highlighting organizational environments and leadership necessary to successfully execute these tactics.