Go With The ‘Flow Mayor’: MLB Season-Long Spanish Language Campaign
Wednesday, April 22, 2026 at 02:30PM By Barry Janoff
April 22, 2026: Calling it an impactful way to “honor the incredible influence Latine culture has on baseball,” MLB has launched “Flow Mayor,” this season’s Spanish-language campaign.
Building on the successful foundation of “El Béisbol Es Otra Cosa” (“Baseball Is Something Else”) for the third year, MLB said this new creative platform “serves as a vibrant tribute to the players, communities and fans who are redefining modern baseball.”
MLB said “Flow” captures the unique styles, creative signatures and expressions that Latino players and fans bring to the diamond, while “Mayor” signals “Major”. Together, “Flow Mayor” defines flow as a spectrum of influences that shape how baseball and baseball players look, feel and move.
Spanglish and Spanish versions of the spot will air on MLB social media channels.
The campaign will also appear across MLB Media outlets, including MLB Network and MLB.com; and such MLB broadcast partners, as Fox, FS1, ESPN, TBS, NBC, NBC Sports Network, ESPN Deportes, Fox Deportes, Universo, Telemundo, Univision, Peacock and Apple TV; and across other paid digital media sites.
"With 'Flow Mayor,' we are honoring the incredible influence Latine culture has on baseball," Steven Tyler, MLB senior director, global brand management, said via the league.
"By collaborating with visionaries like Eladio Carrión and our 'Oficina del Flow' artists, we’re creating a shared language that celebrates the unique style and passion our players and fans bring to the diamond.”
The campaign’s anchor spot is narrated by Latin Grammy-winning, multi-platinum artist Eladio Carrión (pictured), who acts as the visionary lead within the “Oficina del Flow Mayor” or “Office of Flow.”
Featuring “Daikoku,” an unreleased track from Carrión’s upcoming album, this spot showcases an "Office" serving as a season-long dedicated culture studio that brings together an array of cultural tastemakers.
They include chef Enrique Olvera, designer Angelo Baque, Grammy-nominated artist Jessie Reyez and iconic Chicano tattoo and graffiti artist Mister Cartoon.
This year-long campaign will be supported by exclusive "drops" scheduled throughout the 2026 season’s major tentpole moments, from now to the Postseason.
These limited-edition drops will include apparel, collectible and food that reflect “Flow Mayor.”
According to MLB, the campaign also introduces a “new vernacular to the league, merging cultural identity with the professional stage.
MLB said this platform provides the league “with a shared language to recognize how movement and identity elevate the sport's energy. By championing the communities that drive baseball's evolution, the campaign aims to deepen fan connections and celebrate the diverse backgrounds that make the game an increasingly popular global sport.”
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.
MLB worked with multicultural creative agency Remezcla to develop and produce “El Béisbol Es Otra Cosa” campaign spots.
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