The objective of the Player Social Program is to provide our players with seamless access to quality content on a consistent basis for posting on their social channels.
The MLB Player Social Program uses the Greenfly app to distribute thousands of pieces of content to players for them to use on their social channels
We work closely with our Live Content and Design teams to provide players content from each game, jewel event and even off the field projects and content opportunities tailored to the player themselves
The program provides players with a library of content updated daily so that they can choose what to post based on personal preference
It also acts as an archive allowing them to go back and post relevant content from key moments
We proactively create and provide custom content such as graphics and custom videos to help players produce content for occasions they may want to post about (e.g. All-Star selection, teammate milestones, awards, etc.)
We use the messaging functionality within the app to receive and fulfill requests from players as well
There are over 500 MLB players currently enrolled in the program
MLB players in the program collectively posted 1,200 more times in 2019 than they did the year prior (when the program did not exist)
The median player in the program saw a 107% increase in engagement YOY
The median player in the program saw a 144% increase in follower growth YOY
We’ve received nearly 100% positive feedback from players and agencies about the program
In 2019 alone, we shared over 180,000 pieces of content to MLB players through Greenfly