Open Anime: MLB ’25 Marketing Launches With ‘Heroes’ Ohtani, Judge, Soto, Skenes
Wednesday, March 26, 2025 at 01:37PM By Barry Janoff
March 26, 2025: MLB experienced so much success during its Tokyo Series that it is using a key part of Japan’s pop culture as the theme for its 2025 multi-media marketing campaign.
“Heroes of the Game” features such stars as Shohei Ohtani, Aaron Judge, Juan Soto and Paul Skenes, but like the other players in the effort, they are seen as anime characters.
According to MLB, “The strength, skill and precision that MLB’s top players display on the field is often described as Herculean and superhuman. This season, MLB harnesses those superpowers into a new brand campaign that animates the best in the game into anime characters, depicting what drives them through the popular genre.”
“Heroes of the Game” is the 2025 extension of MLB’s “Baseball is Something Else” brand campaign.
Separately, MLB has signed a global partnership with Konami Digital Entertainment Co. to support the latest MLB-licensed mobile game, “eBaseball: MLB Pro Spirit.”
As part of the partnership, 2025 MLB Opening Day will be presented by eBaseball: MLB Pro Spirit.
A composite logo will run on MLB.com, MLB Network, MLB social media accounts and MLB media partners around the U.S.
Konami’s eBaseball: MLB Pro Spiri also becomes title partner of the 2025 All-Star Ballot.
Shohei Ohtani is a Konami global baseball game ambassador.
The lead “Heroes of the Game” spot will air as 75-, 30- and 15-second “hero films” that highlight Ohtani, Skenes, Soto and Judge and their missions for the 2025 season.
Additional spots with more players will launch throughout the season, to feature among others Bryce Harper, Acuña, Elly De La Cruz, Mike Trout, Bobby Witt Jr, Carlos Correa, Jackson Chourio, Vlad Guerrero Jr., Fernando Tatis Jr., José Ramirez, Kyle Seager and Corbin Carroll.
Lead agency is Wieden+Kennedy.
MLB said J-Pop artist Ado was used for the score behind the campaign.
MLB and Wieden+Kennedy also partnered with Passion Pictures and Echelle Studios in Japan and acclaimed animation director Hiroshi Shimizu for the creation of the “Heroes of the Game" film; and teamed with creators from the world of anime, “who hand-drew every scene in the hero films.”
“Heroes of the Game” will air across MLB media partners and platforms including ESPN, Fox, TBS, MLB.com, MLB Network, MLB.TV, and MLB handles, out-of-home digital placements and paid media.
Out-of-home digital video placements include Shibuya (Tokyo), Flannels Flagship Store (London), Museo Soumaya (Mexico City) and Times Square (New York).
Images from the new campaign will be seen outside MLB Headquarters in New York on Opening Day, March 27.
The plaza outside the MLB New York Flagship Store (1271 Avenue of the Americas) will display life-size installation of nine player baseball cards including Ohtani, Judge, Soto, Skenes, Ronald Acuña Jr., Jose Altuve, Bryce Harper, Julio Rodríguez and Mike Trout
With anime players in action, the lead “Heroes of the Game” spot offers, “Since the dawn of the great game, every player has heard the call of destiny. But who from the era will prove worth of legend?
“Will it be the one who has mastered both sides for the game (Ohtani). Maybe the pitcher wit ferocious power to unleash (Skenes). Perhaps the Herculean hitter on a mission to become one of the all-time greats (Judge). Or the man who sees all and can change the game with just one swing (Soto).
“The path of legend is laid before them, who will emerge victorious? The world awaits. And the journey begins.”
A closing shot includes dozens of other players.
As part of its MLB alliance, Konami is launching a global marketing campaign for eBaseball: MLB Pro Spirit with multimedia creative spots featuring Baltimore Orioles All-Star catcher Adley Rutschman and San Diego Padres All-Star outfielder Jackson Merrill
Another element will see the MLB All-Star Ballot with a global sponsor and mobile game extension for the first time; it also allows for more people to access MLB All-Star voting abroad than previously available.
Details on the updated fan voting integration will be shared at a later date.
As the title partner of the All-Star Ballot, eBaseball: MLB Pro Spirit branding will be featured across MLB’s various media platforms as fans cast votes online for their favorite players.
KonamiI’s eBaseball: MLB Pro Spirit "aims to deliver an authentic, immersive experience that enables fans to enjoy realistic baseball game simulation and player training on their Android or iOS mobile devices.”
It contains all 30 officially licensed teams, stadiums, and MLB players.
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