MLB Campaign 'El Béisbol Es Otra Cosa' Celebrates Hispanic Players, Heritage Month
Thursday, August 21, 2025 at 04:01PM By Barry Janoff
August 21, 2025: To help celebrate Hispanic Heritage Month 2025 (Sept. 15-Oct. 15), MLB has unveiled the second season of its Latino marketing campaign “El Béisbol Es Otra Cosa” (“Baseball Is Something Else”).
Three new multimedia spots “celebrate the heritage and journeys of some of the game’s most electrifying Latino stars”: Ronald Acuña Jr. (Atlanta Braves), Francisco Lindor (New York Mets) and Fernando Tatis Jr. (San Diego Padres).
The spots are narrated by Lin-Manuel Mirandas, Pulitzer Prize, Grammy, Emmy and Tony award-winning songwriter, actor, director and producer.
Las Grandes Ligas anunciaron hoy la siguiente fase de su campaña para el mercado latino "El Béisbol Es Otra Cosa", con tres nuevos anuncios que celebran la herencia y la trayectoria de algunas de las estrellas latinas más emocionantes del béisbol: Ronald Acuña Jr. de los Atlanta Braves, Francisco Lindor de los New York Mets, y Fernando Tatis Jr. de los San Diego Padres.
Los anuncios que se emitirán en los Estados Unidos y países de Latinoamérica están narrados por el compositor, actor, director y productor distinguido con premios Pulitzer, Grammy, Emmy y Tony, Lin-Manuel Miranda.
According to MLB “These campaign spots weave together powerful stories from the Dominican Republic, Puerto Rico and Venezuela, celebrating the music, culture and baseball legends that unite these nations with the game."
In addition, MLB will run a Mexico-specific ad starting in September that pays tribute to legendary Los Angeles Dodgers pitcher Fernando Valenzuela "and his pioneering role in paving the way for current Mexico-born players."
MLB said that, according to the annual Luker Fan Research Survey, “62% of Hispanics 12 years of age and older in the United States identify as MLB fans.”
MLB worked with multicultural creative agency Remezcla to develop and produce “El Béisbol Es Otra Cosa” campaign spots.
The campaign will appear across the U.S. and Latin American countries.
The Acuña, Lindor and Tatis spots will run across MLB Media outlets, including MLB Network, MLB.com and MLB.TV; MLB broadcast partners including Fox, FS1, ESPN, TBS, ESPN Deportes, FOX Deportes, Univision and Apple TV+; and across other paid digital media sites.
A social series will live across MLB social media platforms and influencer-owned channels.
Since 2002, MLB has celebrated Rpberto Clemente Day Sept. 15 to coincide with the start of Hispanic Heritage Month.
Via MLB, “Roberto Clemente Day was established by Major League Baseball to honor the legacy of the Hall of Famer and 15-time All-Star who died in a plane crash on New Year's Eve 1972 while attempting to deliver supplies to earthquake victims in Nicaragua.
“In his honor, MLB annually presents the Roberto Clemente Award to recognize the player who best represents the game of Baseball through sportsmanship, community involvement and positive contributions, both on and off the field. Club nominees for this prestigious award are announced on Roberto Clemente Day each year.
MLB introduced “El Béisbol Es Otra Cosa” in 2024 to “illustrate how many aspects of Latine culture can be seen in baseball every day while embracing the unique style each culture brings to the game.”
The 2025 spots feature detailed miniatures created by Puerto Rican artist Danny Cortés.
According to MLB, “Each miniature captures the essence of a player’s beginnings — turning everyday moments into powerful, lasting symbols.”
They each feature Dominican-born influencer Jess Judith, Puerto Rico salsa icon Gilberto Santa Rosa and the artistry of Venezuelan musician Beto Montenegro.
“The spots blend rhythm, heritage and passion to honor the players and communities whose love for baseball transcends boundaries."
“The spots blend rhythm, heritage and passion to honor the players and communities whose love for baseball transcends boundaries, including in their storylines,” per MLB.
The spot honoring Dodgers legend Valenzuela — who passed away last October at the age of 63 — “celebrates remarkable journey from a young pitcher honing his craft with a borrowed glove to becoming an international sensation when “Fernandomania” united fans across borders.
The campaign Valenzuela also features highlights of current Mexican-born MLB players Alejandro Kirk, Andrés Muñoz, Isaac Paredes and Luis Urías. It is narrated by Mexican singer Melissa Robles.
This spot will be featured in broadcast advertising on ESPN México and Imagen, across MLB Mexico social media channels, in Cinemex multiplexes and streaming in Amazon Prime Ads.
Miranda this past April said he is planning a film about the Molinas Brothers — Bengie, José and Yadier — who grew up in Vega Alta, Puerto Rico, which was also the hometown of Miranda’s father.
Three brothers played in the Major Leagues at the same time, all as catchers, and each won multiple World Series rings.
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