We connected 2,683 people to the MLB London Series, introducing new audiences to live baseball and delivering high attendance, strong in-venue spend, and outstanding audience satisfaction.
Major League Baseball’s London Series is designed to grow the sport beyond its traditional fanbase, introducing live baseball to new and diverse UK audiences.
For the Chicago Cubs vs St. Louis Cardinals game, our role was to:
Working with CSM Sports & Entertainment, we connected thousands of people to a major international sporting event — many for the very first time.
We distributed tickets through our community to eligible members, focusing on people who would genuinely value the experience.
Promotion was led through our owned channels, with our Spotlight Email playing a key role in driving awareness and bookings. Messaging positioned the event as:
Alongside ticket distribution, we captured post-event feedback to understand attendee satisfaction, motivation, spend, and future intent.
On average, attendees spent £40–£60 per person on food, drink, and merchandise at the stadium, demonstrating strong on-the-day economic impact.
Many attendees had never watched baseball before, yet feedback showed the experience exceeded expectations:
“It was not what I was expecting having never watched baseball before; but it was a great experience.”
“Really fun event, great venue with easy accessible transport links. Good food and drink options – all round was great.”
When asked how much they would be willing to pay for a full-price ticket in future, most respondents said £20–£40, indicating strong perceived value.
There was also clear intent to return:
“We definitely want to go to the MLB event next year, we enjoyed it so much.”
This shows how Tickets for Good doesn’t just fill seats — we help partners build future audiences.
Members shared images and experiences from the day within our closed community, capturing authentic reactions from across the stadium.
This user-generated content extended the life of the event beyond match day and provided powerful social proof of the experience delivered.
This project demonstrates how Tickets for Good:
The MLB London Series is a clear example of how community access and audience development can go hand in hand.