Redmond-based Tagboard and Major League Baseball (MLB) are entering into a multi-year partnership to bolster fan engagement across MLB’s in-stadium, livestream, and digital properties.
The collaboration further enhances baseball’s interactive production capabilities and the physical and digital fan experience, according to a news release last week from Tagboard.
Producers at MLB, MLB Network, and Minor League Baseball (MiLB) will be able to leverage Tagboard’s cloud-based production platform to produce live broadcast, gameday, digital, and event experiences. Tagboard Interactive provides producers with an intuitive graphics system, access to real-time social media content, and a new interactive polling suite to craft interactive programming across every connected screen. The product will open myriad opportunities to merge the fans’ digital experience into league venues and broadcasts, from trivia and fan polling to sponsored content and programs across connected screens, the release said.
“Our fans are increasingly connected to their digital devices at home, at the ballpark and on the go,” Barbara McHugh, MLB senior vice president of marketing, said in the release. “From their ballpark seat to social platforms to livestreaming games and beyond, fans are creating their own baseball memories and storytelling moments. MLB continues to invest in efforts that enrich our fans’ digital and physical experiences; Tagboard has developed a strong reputation throughout our industry as a powerful platform and technology solution to help enhance these fan engagements. We look forward to furthering our collaboration as we bring additional interactive, immersive, and cross-platform experiences to our fans.”
Nathan Peterson, president of Tagboard, noted how far the fan experience has come in the last few decades.
“One of my earliest memories as a sports fan is sitting in the Kingdome and waving my hands to ‘Hip Hop Hooray’ as (Ken) Griffey took the plate for the Mariners,” he said. “Today, I couldn’t be more proud to have Tagboard working hand-in-hand with MLB to evolve the experience that millions of fans interact and engage with. From watching TV at home to sitting in the ballpark with a bag of peanuts, fans will always have their phone right next to them; we are excited to help MLB create seamless experiences between fan’s digital and physical world, to enhance the game they love.”
In 2013, the Seattle Mariners became the first major sports team to utilize Tagboard’s early stage platform to find and display fan social content on their videoboard. Since then, MLB clubs have launched several fan engagement firsts, including the first team to bring Snapchat and Instagram Stories to stadium screens.
When COVID-19 emptied stadiums last season, Tagboard worked with MLB to enable 16 MLB clubs to create unique experiences to reach fans, including livestream happy hours where fans could engage directly with players, coaches, and talent through social Q&A on a branded livestream. MLB club activations ranged from social hour live streams and pregame shows to MLB Draft parties, online digital experiences, and live reactions brought into the stadium. One effort included the Seattle Mariners’ On Deck Show featuring fan commentary and a Tagboard countdown clock graphic, according to the release.
Tagboard is a platform for more than 400 news, sports, and entertainment media companies globally, including dozens of MLB and MiLB teams, as well as MLB partner broadcast networks like FOX Sports and Turner Sports, which use Tagboard to produce interactive elements in the cloud for thousands of baseball fans’ favorite programs.