From Adweek · Bill Bradley · · 1m 20s
MLB's October Urgency Campaign
MLB's 'No Time Like October' campaign creates playoff urgency with ads, gear, and partner activations.
In brief
MLB's 'No Time Like October' campaign creates playoff urgency with ads, gear, and partner activations. MLB launched a 'No Time Like October' campaign to build playoff urgency through ads, gear, and partner activations for the 2026 postseason. Originally reported by Adweek.
MLB's October Urgency Campaign
Major League Baseball launched a 'No Time Like October' campaign to build playoff urgency for the 2026 postseason.
Full-Page Ads in Major Publications
MLB ran full-page ads in The New York Times and LA Times declaring 'October Starts Today' in late September.
Chief Marketing Officer Statement
Uzma Rawn Dowler, MLB's chief marketing officer, said 'October baseball is like nothing else' after a 185-day regular season.
“October baseball is like nothing else”
Campaign Launch Timeline
MLB set its postseason tagline in early May to coordinate with partners and have 'No Time Like October' appear on field gear.
Partner Activations
MLB partnered with Nike, Fanatics, and others for gear, with AbbVie and Booking.com supporting specific playoff rounds.
Social and Out-of-Home Reach
MLB used social media, creators, and out-of-home signage to reach fans in playoff markets with countdown clocks.
2026 Playoffs Campaign Impact
MLB's campaign is already showing year-over-year ratings boosts for the playoffs with media partners fox and tnt sports.
Here's the gist
MLB launched a 'No Time Like October' campaign to build playoff urgency through ads, gear, and partner activations for the 2026 postseason.
