MLB is continuing to find ways to connect with Latino fans.
As part of the MLB’s El Béisbol Es Otra Cosa (Baseball Is Something Else) campaign, the league launched “Flow Mayor,” its latest Spanish-language spot created for the season to honor the influence of Latino culture in the sport and serve as a tribute to the players, fans and communities redefining modern baseball.
The 45-second spot, directed by David Camerena and narrated by Latin Grammy-winning, multiplatinum artist Eladio Carrión, showcases an “office” that serves as a dedicated culture studio that brings together several cultural tastemakers such as Chef Enrique Olvera, designer Angelo Baque, Grammy-nominated artist Jessie Reyez and Legendary Chicano tattoo and graffiti artist Mister Cartoon. In the spot, which features “Daikoku,” an unreleased track from Carrión’s upcoming album, the artist also serves as the leader in the “Oficina del Flow Mayor” (“Office of Flow.”)
MLB introduced the El Béisbol Es Otra Cosa campaign in 2024 to highlight how Latino culture is reflected in baseball every day, while embracing the unique style each culture brings to the game. The league collaborated with multicultural creative agency Remezcla to develop and produce all the campaign spots.
Steven Tyler, senior director of global brand management at MLB, said the campaign was built on the same insights that have always been at the heart of El Béisbol Es Otra Cosa for the past three years: For Latino fans, baseball is more than a sport.
“It is a part of culture that transcends the field into spaces such as music, food, fashion and community,” Tyler told Campaign. “Leveraging this insight, we wanted to express the multitude of ways that MLB’s distinct brand of flow — Flow Mayor — comes to life on and off the field. This is why the spot features both MLB stars and leaders in Latine cultural spaces.”
Tyler said it was important for the league not to just highlight “Flow Mayor,” but also make fans feel like they are a part of it. Throughout the year, MLB will release special collaborations and limited-edition drops during major tentpole moments from now until the postseason, highlighting the league’s connection to Latino fans and culture. The collections will include apparel, collectibles, food and more.“Flow Mayor captures the style, expressions, swag and energy that Latine fans and players bring to béisbol,” Tyler said. “Each player and fan’s story adds to the collective culture of our sport, creating an energy that is unmistakably baseball’s.”
Tyler emphasized that Latino fans are not a niche audience for the MLB, citing that one-third of the league’s players are Latino, and that the 2025 All-Star Game featured 25 Latinos representing five different nationalities.
“The sport is truly global,” Tyler said. “At tournaments such as the World Baseball Classic, we saw fans from around the world fall in love with the flow that Latines bring to our game. Both fans and players from countries such as the Dominican Republic and Venezuela help create an energy and atmosphere that is unmatched in sports.
“That is why platforms such as El Béisbol Es Otra Cosa matter. We do not want to show up only in isolated moments. We want to build an ongoing, credible platform that gives us the ability to tell stories throughout the season in a way that feels relevant, additive and true to the culture.”
The spot will appear across MLB Media outlets, including MLB Network and MLB.com; MLB broadcast partners, including Fox, FS1, ESPN, TBS, NBC, NBC Sports Network, ESPN Deportes, Fox Deportes, Universo, Telemundo, Univision, Peacock and Apple TV; and across other paid digital media sites. The spot is also available in Spanglish and Spanish versions.
