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Rob Manfred finally got his marquee World Series. Here’s how he plans to capitalize

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Rob Manfred finally got his marquee World Series. Here’s how he plans to capitalize

This World Series gives baseball a chance to reclaim its own moniker, for the national pastime to again be national. And maybe even more.

Rob Manfred, Major League Baseball’s commissioner, has been gifted a marketer’s dream. Two of the sport’s most iconic brands, the Los Angeles Dodgers and New York Yankees, are squaring off in the best-of-seven championship round. Those metropolitan areas happen to carry more television viewers than any other in the country, and their teams are wildly good.

Now in his 10th season leading the sport, Manfred believes baseball is positioned to capitalize on the moment, to propel Shohei Ohtani of the Dodgers and Aaron Judge of the Yankees further into the sporting fan’s consciousness.

“This is trying to market to the whole nation and internationally, and it is different than what has been done in the past,” Manfred said in an interview with The Athletic.

A surreal collection of talent will be on display at Dodger Stadium when the series begins Friday. Ohtani, of Japan, enraptured at least two countries this season by becoming the first player to reach 50 home runs and steal 50 bases. Judge hit 60 home runs two years ago and he fell just two short of the mark this year. But Los Angeles’ Mookie Betts might be the game’s most complete player not named Ohtani, and the young Yankees slugger Juan Soto could command a $500 million or even $600 million contract as a free agent this winter.

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“There’s a lot to capitalize on here,” said Jim Andrews, a sports sponsorship expert and founder of A-Mark Strategies. “It comes down to the very specific execution. How do you literally produce the right content on the right channels? The core fans are probably very excited for a lot of reasons. But how do you use this opportunity to bring in new fans? That, I think, is the key.”

Manfred and baseball’s teams have long been told they fall short in promoting their stars. On Wednesday, he said that some of that criticism has been fair, and some of it hasn’t.

“When you hear something enough, I think it takes a certain level of arrogance to ignore it, and it certainly was something that was being said,” Manfred said. “As a result, I paid attention to it. It’s a question of focus. The clubs locally did a lot of marketing, and we relied on that local marketing. I think what I’m talking about here is an entirely different focus.”

Manfred outlined four main pieces to the league’s plan to wrangle hearts and minds, with some crossover.

The first is leaning into the obvious: the players. One campaign features Judge and Ohtani with the tagline, “Once in a Generation. Twice.” There’s league content designed around them individually — “All Rise” for Judge, “Sho Time” for Ohtani — as well as others, distributed everywhere from social media and TV, to out-of-home billboards and signage.

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The second effort isn’t surprising either, an acknowledgment of history.

“Joe DiMaggio and Jackie Robinson played against each other in a Yankee-Dodger World Series. So did Mickey Mantle and Sandy Koufax,” Manfred said. “This one is a continuation.”


Both Manfred and Clayton Kershaw stand to benefit from the Dodgers making it back to the World Series. (Daniel Shirey / MLB Photos via Getty Images)

The third goes overseas. The most-watched MLB postseason game in Japan all-time was earlier this posteason, in the Dodgers’ decisive Game 5 win over the San Diego Padres in the National League Division Series. More estimated average viewers watched the game in Japan on TV, 12.9 million, than in the U.S. One of the two starting pitchers from that game, Yoshinobu Yamamoto of the Dodgers, is set to pitch Game 2 of the World Series.

“I think our ratings in Japan are going to be awesome,” Manfred said. “That’s an important market where you can make real money.”

Earlier in the postseason, MLB took out 113 billboard ads around Tokyo, a nod to the combined number of home runs and stolen bases Ohtani reached.

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And the fourth part of the league’s plan is domestic, built around a hope that the World Series is regarded as more than just a bicoastal, big-city party.

“We’re in a lot of non-LA, non-New York markets promoting. We got a thing going in Las Vegas at the Sphere,” Manfred said. “Why are we doing that? That’s part of, we want the World Series to be an event where people across America, not just in the two cities, are watching.”

A through-line in the effort is an attempt to focus on younger fans via social media and music, to meet fans where they are. MLB worked with El Alfa, a Dominican music artist, to create a song about Soto heading into the playoffs. Andrews said social media is an area where MLB has historically lagged behind the NBA and NFL.

Last year’s World Series, between the Arizona Diamondbacks and Texas Rangers, did not present the same opportunity. But once any match-up is set, there’s a limit to how much MLB can newly devise to power a series, Andrews said. Success is largely a test of plans already in place.

In that vein, Jon Einalhori, vice president of marketing for the player agency Apex, believes the Series can go so far as to revitalize the game.

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“No, it’s not hyperbolic, because there really is an opportunity here,” said Einalhori, who represents several of the series’ participants. “You look at all the data on how many fans came through, the TV ratings, the eyeballs, the social-media impressions, there’s trends going upwards. Everything’s been building up for years.”

The league said the median age of ticket purchasers had dropped to from 51 to 46. FOX, which broadcasts the World Series, has seen a 39 percent increase in the 18 to 34 demographic for this postseason compared to last year, their best since 2017.

SponsorUnited, a platform that tracks sponsorships across sports, published a report Thursday that said the number of Japanese brands in MLB stadiums has risen 218 percent in two seasons, a development tied at least in part to Ohtani’s stardom.

The Dodgers and the Yankees combined for an estimated $300 million in sponsorship revenue this year, which makes for a big-money match-up in ways other than payroll. SponsorUnited’s founder, Bob Lynch, described their meeting as the “equivalent of the Dallas Cowboys competing against the Golden State Warriors: two entities that generate more sponsorship revenues combined than any other two that have ever played each other, in the U.S.”

“The way I look at this World Series is that we’ve had two really good years in a row,” Manfred said. “Attendance is up, our ratings are good, our demographics — both ticket purchasing and broadcast audience — are really improving. … And I think that this World Series provides an opportunity to appeal to a national audience because of the matchup and the players involved.”

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The start of the 2023 season is a line of demarcation. Manfred bucked traditionalists and introduced a pitch clock, forcing faster game action and making games snappier.

Lynch said too that he’s noticed the league has boosted its own internal business operations, which advise the clubs. MLB teams saw a collective 20 percent increase in sponsorship revenue this season.

“They had an amazingly successful season off the field,” Lynch said. “This is a lucky culmination of a great year in business.”

Not everything will be in MLB’s control for the next eight days, the maximum amount of time the series can run. And that’s not necessarily a bad thing. Einalhori said he understands MLB is being flooded with requests from celebrities to attend the games.

“You’re going to have hundreds of millions, if not — I kid you not — billions of social-media impressions from outside the baseball sphere,” Einalhori said. “That’s the most immeasurable thing I think as far as capitalizing, but it’s probably going to bring the most value.”

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FOX also will have a large say in how the game is received. From the presidential election, college football and NFL and now NBA seasons, it’s a crowded news cycle baseball has to break through, Andrews said.

“Clearly, your broadcast partner needs to be helping you out,” he said.

MLB and FOX did give consideration to one special accommodation that didn’t wind up being necessary.

For the first time this year, the World Series had two possible start dates: Oct. 25, or Oct. 22. The earlier date would have helped avoid a long layoff if both series of the prior round, the National League and American League Championship Series, finished in five games or fewer.

But when both the Dodgers and the Yankees were both entering their fifth game with a chance to close out that round, MLB and FOX considered keeping the World Series on the later schedule anyway, so it could marinate.

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“That was really, in large measure, driven by the desire of our broadcast partners to have a little more time to sell,” Manfred said of the discussion.

In the end, because the Dodgers needed six games to advance, the conversation was moot. But an L.A.-New York meeting is a boon for FOX, which is tapping into fan bases from the two most populous cities in the country.

Naturally, some fans in smaller markets will in turn complain that those teams, and their large payrolls, are the last two standing. But Manfred defended the state of competition and parity across the sport.

“Our record on competitive balance is darn good,” Manfred said. “I just don’t think you can scream about the Yankees and the Dodgers given the matchups that we’ve had in recent years.”

In this hallmark World Series, Manfred said “long term efforts are starting to bear a lot of fruit.” Quickly, the question will be how long it can stay ripe. MLB in coming years may try to launch a national streaming package with a major digital company. How much money it can make from those media rights will depend on how well it commands attention across the country.

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“The NFL has just done such an amazing job of really creating year-round content and things to talk about, whereas baseball tends to fade away in the depths of winter until spring training starts,” Andrews said. “Lean into your socials and say, we’ve got these stories of, ‘Hey, if you missed it, here’s a reminder of all of the exciting stuff that happened last fall, and make sure you don’t miss out in 2025.’”

(Illustration by Meech Robinson / The Athletic; Photos: Heather Barry, Todd Kirkland, Rob Tringali, Kevork Djansezian /Getty Images)

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Commentary: Will Klein isn’t surprised he saved the Dodgers’ World Series dynasty

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Commentary: Will Klein isn’t surprised he saved the Dodgers’ World Series dynasty

The day after he saved the Dodgers’ season, Will Klein was hungry. He ordered from Mod Pizza.

He drove over to pick up his order. The guy that handed him the pizza told him he looked just like Will Klein.

“You should just look at the name on the order,” Klein told him.

Chaos ensued.

“He actually started screaming,” Klein said. “He just started flipping out, which was funny.”

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Thing is, if it were two days earlier, the guy would have had no idea what Klein looked like. Neither would you.

On Oct. 26, Klein was the last man in the Dodgers’ bullpen, a wild thing on his fourth organization in two years, a last-minute addition to the World Series roster.

On Oct. 27, the Dodgers played 18 innings, and the last man in the Dodgers’ bullpen delivered the game of his life: four shutout innings, holding the Toronto Blue Jays at bay until Freddie Freeman hit a walk-off home run.

Dodgers pitcher Will Klein celebrates during the 16th inning of Game 3 of the World Series against the Toronto Blue Jays at Dodger Stadium on Oct. 27.

(Mark J. Terrill / Associated Press)

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When Klein returned to the clubhouse, Sandy Koufax walked over to shake hands and congratulate him.

That was Game 3 of the World Series. The Dodgers, the significantly older team, slogged through the next two games, batting .164 and losing both.

If not for Klein, that would have been the end. The Blue Jays would have won the series in five games, and there would have been no Kiké Hernández launching a game-ending double play on the run in Game 6, no Miguel Rojas tying home run and game-saving throw in Game 7, no Andy Pages game-saving catch and Will Smith winning home run in Game 7, no Yoshinobu Yamamoto winning Game 6 as a starter and Game 7 as a reliever.

There would have been no parade.

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When Klein rescued the Dodgers, he had pitched one inning in the previous 30 days.

“You can never take your mind out of it,” he said. “You’ve got to stay prepared. Something might come up, and you don’t want to be the guy that gets thrown in the fire and just burns.”

The Dodgers are not shy about grabbing a minor league pitcher, telling him what he can do better and what he should stop doing, and seeing what sticks. If nothing sticks, the Dodgers are also not shy about spitting out the pitcher and designating him for assignment.

In his minor league career, Klein struck out 13 batters every nine innings, which is tremendous. He walked seven batters every nine innings, which is hideous.

The Dodgers scrapped his slider, mixed in a sweeper, and told him his arm was so good that he should stop trying to make perfect pitches and just let fly.

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“A lot of times, pitchers are guilty of giving hitters too much credit, and hitters are guilty of giving pitchers too much credit,” said Andrew Friedman, the Dodgers’ president of baseball operations.

“Part of our job is to show them information that helps instill some confidence. I think that really landed with Will.”

In his four September appearances with the Dodgers — after a minor-league stint to apply the team’s advice — he faced 17 batters, walked one, and did not give up a run. That’s why he isn’t buying the suggestion that something suddenly clicked in the World Series.

“Things were incrementally getting better,” he said, “and then you add that to the atmosphere. It amplifies it to 100. All the prep work and mental stuff that I had been doing, I finally got a chance to shine.”

Said Dodgers manager Dave Roberts: “He’s done it in the highest of leverage. You can’t manufacture that. You’ve got to live it and do it. So, since he’s done it, I think he’s got a real confidence.”

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Dodgers pitcher Will Klein speaks during DodgerFest at Dodger Stadium on Jan. 31.

Dodgers pitcher Will Klein speaks during DodgerFest at Dodger Stadium on Jan. 31.

(John McCoy / Getty Images)

Klein last started a game three years ago, at triple A. After making 72 pitches in those four innings of Game 3, did he entertain the thought that maybe, just maybe, he was meant to be a starter after all?

“No,” he said abruptly. “I hate waiting four or five days to pitch and knowing exactly when I’m going to pitch.

“When I did, the anxiety just built. I want to go pitch. I hate sitting there and waiting. That kind of eats at you. I like being able to go out to the bullpen and have a chance to pitch every day.”

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The Dodgers are so deep that Klein might not make the team out of spring training. Whatever happens, he’ll always have Game 3.

In the wake of that game, a fan wanted to buy a Klein jersey but could not find one. So the fan made one himself before Game 4, using white electrical tape on the back of a Dodger blue jersey. I showed Klein a picture.

“That’s cool,” Klein said. “That’s pretty funny.”

Dave Wong, a Dodgers fan living in San Francisco Giants territory, also wanted to buy a Klein jersey.

“They didn’t have a jersey for him,” Wong said.

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He settled for the Dodger blue T-shirt he found online and wore it to last Friday’s Cactus League game against the Giants, with these words in white letters: “Will Klein Appreciation Shirt.”

This, then, would be a Will Klein Appreciation Column.

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NBA player calls for Hawks to cancel their ‘Magic City’ strip club promotional night out of respect for women

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NBA player calls for Hawks to cancel their ‘Magic City’ strip club promotional night out of respect for women

NEWYou can now listen to Fox News articles!

An NBA player has taken exception to an Atlanta Hawks promotional night, which is a nod to a famed strip club in the city. 

The Hawks have “Magic City Night” scheduled for March 16 against the Orlando Magic, but a player for neither team isn’t too fond of paying tribute to a strip club, which has been famed for its late-night stories involving athletes, celebrities and more. 

While the Hawks call it an ode to a “cultural institution,” San Antonio Spurs center Luke Kornet shared his displeasure in a letter posted on Medium. 

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Luke Kornet of the San Antonio Spurs reaches for the ball during the third quarter against the Brooklyn Nets at Barclays Center on Feb. 26, 2026 in the Brooklyn borough of New York City.  (Ishika Samant/Getty Images)

Kornet, a nine-year veteran and 2024 NBA champion with the Boston Celtics, called for the Hawks’ promotional night to be canceled later this month, saying that it is disrespectful to women to honor the strip club. 

“In its press release, the Hawks failed to acknowledge that this place is, as the business itself boasts, “Atlanta’s premier strip club.” Given this fact, I would like to respectfully ask that the Atlanta Hawks cancel this promotional night with Magic City,” Kornet wrote in his post.

“The NBA should desire to protect and esteem women, many of whom work diligently every day to make this the best basketball league in the world. We should promote an atmosphere that is protective and respectful of the daughters, wives, sisters, mothers, and partners that we know and love.”

The Hawks boasted about the theme night in its press release, including a live performance by famous Atlanta rapper T.I., a co-branded, limited-edition hoodie and even the establishment’s “World Famous” lemon-pepper chicken wings in the arena. 

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A general view of signage with the State Farm Arena logo on Nov. 14, 2025, outside State Farm Arena, in Atlanta, GA. (Erica Denhoff/Icon Sportswire)

“This collaboration and theme night is very meaningful to me after all the work that we did to put together ’Magic City: An American Fantasy’,” said Hawks principal owner, filmmaker and actor, Jami Gertz, said in a press release. “The iconic Atlanta institution has made such an incredible impact on our city and its unique culture.”

Kornet wrote that allowing the night to continue “without protest would reflect poorly on us as an NBA community, “specifically in being complicit in the potential objectification and mistreatment of women in our society.”

Kornet wrote that “others throughout the league” were surprised by the Hawks’ decision to have this promotional night. 

“We desire to provide an environment where fans of all ages can safely come and enjoy the game of basketball and where we can celebrate the history and culture of communities in good conscience. The celebration of a strip club is not conduct aligned with that vision,” he wrote. 

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Luke Kornet of the San Antonio Spurs defends against the Charlotte Hornets during their game at Spectrum Center on Jan. 31, 2026 in Charlotte, North Carolina. (Jacob Kupferman/Getty Images)

The Hawks have seen good reception for the promotional night, as Tick Pick reported a get-in price was initially $10 for the game and has since skyrocketed to $94. 

Kornet is in his first season with the Spurs, his sixth NBA team, where he has played mainly in a bench role. He averages 7.1 points and 6.5 rebounds per game across 50 contests.

Follow Fox News Digital’s sports coverage on X and subscribe to the Fox News Sports Huddle newsletter. 

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Shaikin: Clayton Kershaw’s ‘perfect’ ending has one final chapter in WBC

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Shaikin: Clayton Kershaw’s ‘perfect’ ending has one final chapter in WBC

How do you improve on the perfect ending?

Clayton Kershaw stood in the desert heat Monday, wearing a far darker shade of blue than the Dodgers do. He does not need a medal, or a chance to fail. His election to the Hall of Fame will be a formality.

In his farewell year, the Dodgers won the World Series, becoming baseball’s first back-to-back champions in 25 years. He secured a critical out. He bathed in adoration at the championship rally, and he told the fans he would be one of them this year.

“I’m going to watch,” he hollered that day, “just like all of you.”

Four months later, he was back in uniform.

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He wore a dark blue jersey with red-and-white piping. As Team USA ran through its first World Baseball Classic workout, Kershaw participated in pitchers’ fielding practice and shagged fly balls during batting practice. He could have been home with his five kids, and instead he was rushing off the mound to take a throw at first base.

That November night in Toronto, as it turned out, was not the last time we would see him in uniform.

“Feels good,” he said Monday. “I wouldn’t put on a uniform for anything else. This is a special thing.”

He put the World Baseball Classic into red, white and blue perspective.

“It’s a bucket list thing for me,” he said.

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He is either self-deprecating or painfully honest about his capabilities right now, or perhaps a little of both.

The last World Baseball Classic came down to Shohei Ohtani pitching to Mike Trout. This one could come down to Kershaw pitching to Ohtani.

“I think, for our country’s sake, it’s probably better if I don’t,” Kershaw said.

Former Dodgers pitcher Clayton Kershaw fields a ground ball during a workout at Papago Park Sports Complex on Monday.

(Chris Coduto / Getty Images)

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Never say never. Team USA planned to run a tremendous rotation of Tarik Skubal, Paul Skenes, Joe Ryan and Logan Webb, but now Skubal says he will pitch just once in the tournament. Skenes says he’ll pitch twice. Ryan says he won’t pitch in the first round, at least.

Kershaw might be needed beyond the role he was promised: save the team from using the current major league pitchers in blowouts or extra innings.

In 11 career at-bats against Kershaw, Ohtani has no hits. Kershaw won’t duck the assignment if gets it, but he considers it so unlikely he is happy to share his game plan publicly.

“It’s throw it, pitch away, play away, hope he flies out to left,” Kershaw said. “Don’t throw it in his barrel.

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“I can’t imagine, if it comes down to USA versus Japan, with the arms that we have, that I’ll be needed. But I’ll be ready.”

Kershaw’s average fastball velocity dropped to 89 mph last season, but he led the majors in winning percentage. He could eat innings for some team — maybe even the Dodgers, with Blake Snell and Gavin Stone all but certain to be unavailable on opening day.

Dodgers pitcher Clayton Kershaw, right, celebrates with teammates after the Dodgers defeated the Toronto Blue Jays.

Dodgers pitcher Clayton Kershaw, right, celebrates with teammates after the Dodgers defeated the Toronto Blue Jays for the 2025 World Series title.

(Robert Gauthier / Los Angeles Times)

But, even with his success last year and even with the joy of wearing a uniform once again, he insists he isn’t interested in pitching beyond the WBC.

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“I don’t want to,” he said. “You can’t end it better than I did last year. I had a great time last year. It was an absolute blast and honor to be on that team. I think that was the perfect way to end it. Honestly, I don’t know if I would have enough in the tank to pitch for a full season again. I’m really at peace with that decision.

“This is kind of a weird one-off thing, but you can’t really turn down this opportunity. It wasn’t easy to get ready for this, with no motivation for a season, but I actually am in a pretty good spot with my arm. I’ll be fine. If they need me, I’ll be ready.”

Kershaw said he has kept in touch with his old Dodgers teammates, with some connecting on video calls from the weight room or clubhouse at Camelback Ranch. He arrived in the Phoenix area two days before the workout, but he skipped a trip to Camelback Ranch.

“I’ve thought about it,” he said. “I miss the guys. I think it’s probably just better, at least for this first year, for me mentally to just stay away, just for spring training.”

Kershaw said he would be at Dodger Stadium for the championship ring ceremony March 27.

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He is content with what he calls “Dad life.” He and his wife, Ellen, just welcomed their fifth child, and Dad life includes lots of shuttles to baseball and basketball practice.

“I run an Uber service,” Kershaw said.

This wouldn’t be a Dodgers story these days without some reference to the team’s big spending so, for what it’s worth, Kershaw spent some time Tuesday chatting with Skubal, who will be the grand prize on the free-agent market next winter, or whenever the likely lockout might end.

That’s a rational explanation, Kershaw says, for Skubal pitching just once in the WBC.

“Everybody knows the situation he is in, contract-wise,” Kershaw said. “Any innings we can get out of him is a huge bonus to this team. He’s great. Super competitive. We’re honored to have him.”

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Should we assume Skubal will be pitching for the Dodgers next season? Kershaw laughed.

“No comment,” he said, then walked away to get ready for the first game of his post-retirement life.

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