Baseball Got Better Distributed. Your Brand Strategy Should Too.
Heather Salkin and Jason Snyder in The Outcome on why cultural speed and authentic timing are the whole game — not a nice-to-have.
Artists & Robots
Artists & Robots
Baseball did not get more popular this season. It got better distributed. The audience was always there. It was trapped behind the wrong deals.
David Kaplan’s piece for The Outcome looked at how baseball’s streaming strategy is reshaping how brands reach fans, and quoted both Jason and Heather on what that means for activation strategy.
Heather on timing:
“Brands should focus on using AI to ride real-time storylines with teams and players during heated moments, like opening day, rival team games, trade deadlines, and playoff pushes. If your brand isn’t part of the conversation in a well-timed, authentic way, it’s already benched.”
Jason on distribution:
“Baseball didn’t suddenly get more popular. It got better distributed. The audience was always there. It was just trapped behind the wrong deals.”
The point extends beyond baseball. Every sport, every cultural moment, every brand category has audiences that are waiting to be reached. The question is not whether the audience exists. It is whether you are in the right place at the right moment with something worth saying.
That is an intelligence problem. It is exactly what we build for.