Chicago Cubs TikTok Microdrama Tests The Reach Of Sports Brands

On September 4, the Chicago Cubs launched a new TikTok series called "Nine Innings to Love," a 17-episode romantic comedy written by the team’s in-house creative arm, Cubs Productions. The series aims to engage Gen Z and millennial audiences by telling the story of two fans attending a game at Wrigley Field.

The Cubs are part of a broader trend of sports brands experimenting with microdrama, which consists of short, vertical episodes designed for social media platforms. These microdramas focus on audience reach rather than direct revenue, attracting viewers who may not typically engage with sports content. For instance, women aged 45 to 54 account for 15.7% of streams on leading microdrama platforms, more than double their 7.7% share of overall YouTube streams.

This strategy is similar to TikTok's World Cup creator program, which allowed 30 creators to cover the tournament without filming live play. By producing content that appeals to a different demographic, such as viewers interested in romance and sports, sports teams can expand their audience significantly.

Unlike the World Cup program, the Chicago Cubs produced "Nine Innings to Love" in-house and publish it through their own TikTok account. This approach allows the team to have greater control over the content and its distribution, although the platform ultimately controls the reach.

The integration of sports teams into film and streaming services, such as Skydance Sports' partnership with Hallmark to produce NFL-themed content, further demonstrates the evolving landscape of sports entertainment. While these productions may not control the audience relationship directly, they have the potential to reach viewers who would otherwise not engage with sports media.