New 'Flow Mayor' video spot honors Latin influence on baseball

Major League Baseball today launched “Flow Mayor,” this season’s Spanish-language campaign spot designed to honor the deep-rooted influence of Latine culture on the sport. Building on the successful foundation of “El Béisbol Es Otra Cosa” (“Baseball Is Something Else”) for the third year, this new creative platform serves as a vibrant tribute to the players, communities and fans who are redefining modern baseball. With both Spanglish and Spanish versions of the spot, fans can view them at MLB.com/el-beisbol-es-otra-cosa, MLB.com/es/el-beisbol-es-otra-cosa and on MLB social media channels.

The campaign spot is narrated by Latin GRAMMY®-winning, multi-platinum artist Eladio Carrión, 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, including Chef Enrique Olvera, Designer Angelo Baque, GRAMMY-nominated artist Jessie Reyez and Legendary Chicano tattoo and graffiti artist Mister Cartoon. Coming off the excitement of the 2026 World Baseball Classic, MLB is reinforcing its commitment to celebrating Latine culture and its passionate fan base all year round. The campaign spot was directed by avid baseball fan and widely recognized director David Camarena.

"With 'Flow Mayor,' we are honoring the incredible influence Latine culture has on baseball," said Steven Tyler, MLB Senior Director, Global Brand Management. "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.”

This year-long celebration is brought to life through a steady rhythm of exclusive "drops" scheduled throughout the 2026 season’s major tentpole moments, from now to the Postseason. These limited-edition drops will include apparel, collectibles, food and more in the spirit of “Flow Mayor.” Featuring a high-energy montage of iconic on-field moments and glimpses of player style, the campaign illustrates a unique combination of culture and baseball.

The campaign introduces a new vernacular to the league, merging cultural identity with the professional stage. “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. This platform provides MLB 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. The spot will appear across MLB Media outlets, including MLB Network and MLB.com; MLB broadcast partners, including 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.