Major League Baseball — London Yards

London Yards was a three-day festival celebrating all things baseball that ran from the 28-30 June 2019 at the Truman Brewery. It involved digital and physical baseball activations, screenings of the London Series, ballpark-inspired food and drink, and live music and DJs.

In 2019, Major League Baseball played their first ever regular season games in Europe between the New York Yankees and Boston Red Sox. Demand for tickets was huge, and the games sold out instantly. However, MLB knew that the true value of London Series was reaching out beyond those avid baseball fans in the stadium. Launching in a new market meant MLB could communicate in new ways and speak to a new generation of baseball fans. Our mission was to create a London Series fan festival that engaged a millennial audience.