Which Cities are Top Contenders for the MLB Expansion?
- December 15, 2023
- SponsorPulse Staff
With the recent announcement of the Oakland A's moving to Las Vegas, Major League Baseball's potential expansion has sparked speculation and interest among cities eager to claim an MLB team as part of the project to enlarge the league to 32 teams.
While the final decision and timeline remain uncertain, several cities are actively contending to host a new team.
In this landscape of possibilities, we leveraged SponsorPulse data to analyze and compare fan bases, helping us identify which cities stand out in the race for MLB expansion.
The Top Four
As per popular speculation, the top four contenders for expansion include Charlotte, Nashville, Portland, and Montreal. Here’s why these make sense:
Nashville, TN: With its booming population, vibrant music scene, and strong cultural identity, Nashville presents a compelling case. SponsorPulse data reveals a 46% engagement with the MLB in Nashville, demonstrating a solid potential fan base.
Charlotte, NC: Charlotte's growing economy, diverse population, and established sports scene make it a strong contender. SponsorPulse data also indicates a promising 46% engagement with the MLB in Charlotte.
Portland, OR: While the overall MLB engagement in Portland is slightly lower (42%), the city's enthusiasm, passionate fanbase, and growth potential are undeniable.
Montreal, QC: Montreal's rich baseball history, passionate fan base, and proximity to the US offer undeniable appeal. The potential to tap into the Canadian market further could also be significant.
But while these cities make strong cases upfront, a closer look at the data can provide more insight into the nuance.
Tapping the Favorable Market
We all know the US loves baseball — it’s a quintessential part of the culture, and enough data already confirms this.
SponsorPulse research reveals that 53% of US residents between 13 and 64 have engaged with the MLB in the past year, with the 35-54 age group exhibiting the highest engagement.
While it’s evident that the US has a solid domestic base, things get tricky when deciding the specific location. While Nashville, Charlotte, and Salt Lake City present compelling cases, SponsorPulse data reveals unexpected insights regarding favorability.
New Hampshire leads the pack at 20% fan Favorability, followed closely by Missouri at 17%, and New Jersey and Connecticut tied at 16%.
Additionally, SponsorPulse data shows that D.C., Illinois, and New York are the geographies with the highest MLB engagement in the US. While all these already have MLB teams, these states could offer a robust fan base for new teams and contribute more to the success of MLB expansion.
These findings suggest alternative states can also present strong cases and could be frontrunners for hosting new MLB franchises in the expansion project.
Exploring a True Contender
While there’s an inherent American bias for picking the US, there might be opportunities beyond the American frontier for major baseball.
From a proximity perspective, only Mexico and Canada are reasonable options, as these are the closest international markets for the MLB.
However, Canada holds an edge over Mexico, given that the only MLB team based outside the US is the Toronto Blue Jays — strengthening the case for the Canadians to continue building a fanbase of baseball enthusiasts.
Some may argue Montreal could offer the infrastructure and market size needed for a successful MLB franchise. Surprisingly, even though Montreal might seem attractive, SponsorPulse data reveals a lower engagement rate in Quebec at 31% compared to other Canadian geographies. Ontario leads the way with 49% engagement, followed closely by Newfoundland and Labrador at 41%.
The data suggests that the league should consider more factors besides market size or infrastructure when choosing expansion cities.
Beyond the Baseball Diamond
As the MLB continues with its expansion plans, brands want to stay on top of the opportunities that may arise with it.
By leveraging industry-leading data and analysis, brands can make confident decisions regarding MLB expansion plans or other sponsorship opportunities.
To learn more about specific cities, fan demographics, and potential engagement levels, create a free SponsorPulse account today.