Major League Baseball (MLB) has appointed XYZ to create a “socially-powered baseball experience” in London called the MLB Softball60 Series – a new inclusive team sport for Europe that will “ramp up excitement and awareness” ahead of the Mitel and MLB Present London Series 2019.

MLB has launched MLB Softball60, the social softball series built for a city like London, to introduce the sport to new audiences. Debuting this month, Softball60 offers an opportunity for MLB to create a content driven brand experience ahead of the Mitel and MLB Present London Series 2019 between the Boston Red Sox and the New York Yankees on June 29-30.

Softball60 is a hybrid experience that is centred around social engagement, music, culture and sport. Hosted across four London locations, Softball60 will feature app-powered games and no previous playing experience is required. The series will include 30 teams, replicating the 30 MLB franchises. Each team will be kitted out to represent their franchise and will compete against each other across a five-week period with play and scores managed through an app.

Charlie Hill, managing director EMEA at Major League Baseball, said: “As an organisation, we have been planning to bring games to Europe for a number of years. It is an important decision for MLB and we see this as a great opportunity to engage with a new and wider audience. We are excited to work with XYZ to bring our Softball60 concept to life.”

Will Mould, managing director of XYZ, added: “Working with MLB to showcase this iconic US sport in London to a new generation of fans is such an exciting campaign for us to be part of. It will blur the lines of sport and culture, be social and inclusive and speak to this new generation of fans who are hungry for what’s new and puts interactivity and technology at the heart of the digital and physical experiences. We are so excited for the experience to start.”