BUILDING ONE OF BASEBALL’S MOST ENGAGED BRANDS
When I joined the Mariners in 2020, we transformed how the club connected with fans across social media. The focus was simple: bring fans closer to the players, personalities, and moments that make baseball special. By rethinking our content, platform strategy, and fan engagement approach, the Mariners became one of the most engaged brands in Major League Baseball, ranking among the league's top seven across platforms every year since and setting franchise records with 57.3 million engagements and 1.4 billion impressions in 2025.
THE STRATEGY
The strategy started with our voice. We introduced a more conversational style rooted in pop culture and a group-chat mentality, making the club feel more relatable while putting players and fans at the center of everything we created.
From there, we expanded player storytelling through behind-the-scenes access, personality-driven content, and moments that gave fans a closer look at who our players are outside of the white lines.
At the same time, we reimagined our platform strategy by launching the Mariners' TikTok account, expanding our secondary accounts, and creating content tailored to each platform. We prioritized Instagram, TikTok, and YouTube in an effort to reach younger audiences and build the next generation of Mariners fans. Vertical video, bold on-screen text, and headline-driven graphics became core to the approach.
We also launched the Mariners' Player Development social strategy, helping prospects build their personal brands while giving fans an early connection to the organization's next generation of talent. The Mariners Player Development Instagram account became the most-followed player development account in Major League Baseball.
DRIVING REVENUE
As our audience and engagement grew, so did the opportunity to create business value across the organization.
Working closely with our corporate partnerships team, we expanded digital sponsorship from nine partners to more than 31, generating more than a sixfold increase in sponsorship revenue over four seasons.
We also took a more intentional approach to boosting high-performing organic content, turning top-performing social posts into a measurable driver of ticket sales. In 2025, 57 boosted posts generated a $25.55 ROAS and $1.57 million in attributable revenue.
Celebrity and influencer collaborations became another strategic growth area, introducing the Mariners to new audiences while creating opportunities for ticket sales, sponsorship, and broader brand awareness.
THE RESULTS
The strategy delivered consistent year-over-year growth, culminating in the strongest season in Mariners social media history in 2025.
57.3M engagements and 1.4B impressions — franchise records
+568K followers — largest single-season audience growth in club history
No. 1 engagement rate in MLB
Top 5 across every major platform
No. 3 in MLB in total engagements
641M video views
$2.67M in total social revenue