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Marcello Hernández and Myke Towers Star in Major League Baseball’s Latino Culture Campaign

Marcello Hernández and Myke Towers Star in Major League Baseball's Latino Culture Campaign
Credit: MLB

In a spirited homage to Latino culture’s influence on baseball, Major League Baseball (MLB) has unveiled its new campaign, “El Béisbol es Otra Cosa” (Baseball is Something Else). Premiering on Thursday, May 30, the campaign highlights how deep Latino culture is interwoven within the fabric of the sport. 

Marcello Hernández and Myke Towers Represent Latinos That Support the MLB

Central to the campaign is a dynamic brand spot featuring Marcello Hernández, a Cuban/Dominican stand-up comedian and Saturday Night Live cast member, alongside Puerto Rican multi-platinum rapper and singer Myke Towers. Both bring their cultural heritage and deep love for baseball to the forefront. The feature spot also showcases some of MLB’s brightest Latino stars, including Francisco Lindor, Elly De La Cruz, Randy Arozarena, and Yordan Alvarez, celebrating players from the nine Latin American countries represented in the Major Leagues. 

“MLB’s depth of internationally born players provides an enormous opportunity to reach fans with cultural connections globally and domestically,” said Karin Timpone, Chief Marketing Officer for Major League Baseball in an official press statement. “The League is committed to celebrating the diversity of the sport in a way that resonates with the unique cultures that represent our game.” 

About ‘El Béisbol Es Otra Cosa’

In addition to the main brand spot, the campaign features a social-first extension using the tagline “El Béisbol Es…”, where creators, celebrities, fans, and players share what baseball means to them. This content will be updated throughout the season, incorporating events like the All-Star Game and Players’ Weekend. Notable figures in the social content include celebrity chef Jesus Diaz-Yisus, youth correspondent Jazlyn “Jazzy” Guerra, artist Rob the Original, and Hall of Famer Vladimir Guerrero. 

This campaign is part of MLB’s continued, year-round efforts to celebrate and promote Latino culture throughout the game. All Clubs have Spanish-language editorial coverage and various Spanish-language social media platforms to further engage Latino audiences. Las Mayores, the League’s official Spanish platforms, and dedicated MLB country accounts (MLB Cuba, MLB Venezuela, MLB Dominicana, and MLB Puerto Rico) highlight the accomplishments of players and personnel from those unique regions throughout the year. 

By intertwining the cultural essence of the Latino community with one of the United States’ favorite pastimes, MLB’s “El Béisbol es Otra Cosa” campaign allows people to see how pivotal Latino influence is – and how far it has taken our people.  

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