MLB London Series 2019

The UK is familiar with American sports. Never before, though, had the UK –or indeed Europe –hosted a regular season Major League Baseball game. In 2018, we entered into a landmark agreement with Major League Baseball (MLB) to create and deliver the MLB London Series.

Featuring two giants in the Boston Red Sox and the New York Yankees, London Stadium would be the venue for two regular season games and the dates were set for June 2019.


What we did

Together with MLB, we set about delivering the summer’s most anticipated event, with our role covering all bases. We oversaw event marketing, helping promote baseball to a new audience and achieving two sell-out games. We were also responsible for product development and pricing across ticketing and hospitality, as well as the player experience in London including transport and security.

We designed and delivered the gameday experience, bringing a dose of Americana to East London, while our in-house production experts managed venue operations and the transformation of the football stadium into a ballpark.

The results

The event was a resounding success, performing across all its key objectives. With both games sold-out, this was the largest regular season crowd seen at an MLB game since 2003.


Sold out games


Net promoter score


Recommendation rate