MLB Premieres “El Béisbol Es Otra Cosa” to Celebrate Latino Culture in Baseball

MLB Celebrates Latino Culture in Baseball
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MLB's "El Béisbol Es Otra Cosa" celebrates Latino culture in baseball, featuring stars like Marcello Hernández and Myke Towers. This campaign highlights the rich diversity and cultural contributions of Latino players and fans, with engaging social media content and year-round initiatives.
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Comedian/Actor Marcello Hernández & Global Music Superstar Myke Towers Star in Featured Spot Highlighting Impact of Culture On and Off the Field

Major League Baseball (MLB) is celebrating the profound impact of Latino players and fans on baseball with a new campaign debuting on Thursday, May 30. Titled “El Béisbol es Otra Cosa” (Baseball is Something Else), the campaign highlights the rich cultural tapestry that Latino communities bring to the game, both on and off the field.

Spotlight on Culture and Talent

“El Béisbol es Otra Cosa” is an ode to the everyday presence of Latine culture in baseball. The campaign’s central feature stars Marcello Hernández, a Cuban/Dominican stand-up comedian, writer, and actor, currently known for his work on Saturday Night Live, alongside Puerto Rican multi-platinum rapper and singer Myke Towers. Their unique cultural backgrounds and genuine passion for baseball shine through in this celebration of diversity.

The feature spot also includes a dedicated shoot with some of MLB’s brightest Latino stars such as Francisco Lindor, Elly De La Cruz, Randy Arozarena, and Yordan Alvarez. These players, representing nine different Latin countries, showcase the vibrant diversity within Major League Baseball.

Social Media Engagement

Complementing the main campaign is a social-first extension using the tagline “El Béisbol Es…” This initiative invites creators, celebrities, fans, and players to share what baseball means to them. The content will be updated throughout the season, featuring players and events like the All-Star Game and Players’ Weekend. Notable personalities in the social content include celebrity chef Jesus Diaz-Yisus, youth correspondent Jazlyn “Jazzy” Guerra, artist Rob the Original, and Hall of Famer Vladimir Guerrero.

Commitment to Diversity

According to Karin Timpone, Chief Marketing Officer for Major League Baseball, “MLB’s depth of internationally born players provides an enormous opportunity to reach fans with cultural connections globally and domestically. The League is committed to celebrating the diversity of the sport in a way that resonates with the unique cultures that represent our game.”

Produced in collaboration with multicultural creative agency Remezcla, “El Béisbol es Otra Cosa” is directed by the duo Lobos, consisting of Carmelo Varela and Andrew Garciato, who ensured the cultural authenticity of the project. This campaign continues MLB’s ongoing efforts to celebrate and promote Latine culture throughout the game.

Year-Round Cultural Celebration

MLB’s dedication to Latine culture is evident year-round. All MLB clubs provide Spanish-language editorial coverage and maintain various Spanish-language social media platforms to engage Latino audiences. The League’s official Spanish platforms, Las Mayores, along with dedicated MLB country accounts for Cuba, Venezuela, the Dominican Republic, and Puerto Rico, highlight the achievements of players and personnel from these regions throughout the year.

Where to Watch

The spots will air across MLB Media outlets including MLB Network, MLB.com, MLB.TV, and through MLB broadcast partners like FOX/FS1, ESPN, and TBS. Additionally, the social series will be available across MLB’s social platforms and influencer-owned channels.

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