In America, the NFL laps every other sport. Around the world, where its product is labeled “American football,” the NFL has largely failed to export its massive domestic popularity.
That hasn’t stopped the NFL from trying. The global market has too much upside. The Rams will play in Australia next year. The San Francisco 49ers staged football clinics in the United Arab Emirates last month.
When the Olympics called, the NFL said yes. In 2028, the L.A. Summer Games will include flag football — and a selection of NFL players. How better to sell your sport internationally than to attach it to the world’s largest sporting event?
Baseball is, uh, still thinking about it.
Two years after we first started talking about whether major leaguers would play in the 2028 Olympics, Major League Baseball still has not said yes, and now the NFL and its publicity-gobbling machine is threatening to steal the spotlight.
If MLB withholds its players, the NFL will steamroll whatever collection of minor leaguers and collegians appear on the Olympic diamond. So will the NBA All-Stars competing for basketball gold.
If MLB agrees to let its players participate — and Shohei Ohtani, Aaron Judge and Bryce Harper have made clear they want to compete — hardly anyone will care about flag football.
“We have the best athletes in every sport,” LA28 chief Casey Wasserman told me.
“Wimbledon will end, they’ll come here. The Tour de France will end, they’ll come here and compete. Obviously, men’s and women’s basketball will have the greatest basketball players in the world. So we think that a sport like baseball ought to have the best players in the world playing.”
Here is a statistic the NFL could never match: Of the rosters announced for Tuesday’s All-Star Game, one in three players was born outside the United States. Those players represent eight different countries.
MLB has leveraged that global marketing opportunity into the World Baseball Classic, which has grown over two decades from a curiosity into a must-see event. The WBC returns next spring.
“I think it’s eventually going to get moved to the middle of the season,” Team USA manager Mark DeRosa told me at Saturday’s Futures Game. “I think it’s going to be a monster event moving forward.”
The only difference between a WBC in the middle of the season and the Olympics in the middle of the season: MLB controls the WBC.
That is not a good enough reason for MLB to skip the Olympics. The best interests of baseball cannot always be measured in today’s dollars.
Should major leaguers participate in the Olympics?
“Oh, yeah,” DeRosa said.
“It’s not that simple a question,” said Tony Clark, executive director of the players’ union, onSaturday.
Clark said the union has had “encouraging informal conversations” with LA28 officials. What Clark would like to see from MLB is an actual plan — all the logistics for all the players, as the NBA and NHL provide when their players participate in the Olympics.
MLB has its own logistics issues too. For instance, if MLB skips the 2028 All-Star Game to accommodate the Olympics, how does the league compensate Fox? The league’s media contracts expire after the 2028 season, so the 2029 All-Star Game might not be available to Fox, and MLB would rather not refund the big bucks.
This much is set, according to Wasserman: The Olympic baseball tournament would cover six days at Dodger Stadium, with a six-team field. The United States would automatically qualify as the host country. The 2026 WBC could serve as a qualifying tournament for other countries, although that is more concept than certainty at this point.
What did Wasserman say in his pitch to major league owners?
“What an incredible opportunity to elevate the sport in a city where you have one of the great cathedrals of the sport,” he said. “There is no better chance to tell the global story of baseball than from the Olympics in Los Angeles.
“They understand that. We could have another Dream Team, or two, depending on the countries. That is a vehicle to tell the story of baseball around the world, and that is really powerful.”
To his credit, commissioner Rob Manfred gets that.
“We do see LA28 as a, you know, real opportunity from a marketing perspective,” Manfred told the Associated Press Sports Editors in April.
Logistics aside, Manfred needs to convince the owners — his bosses — that interrupting the regular season is worth it. If the Games were held halfway around the world, shutting down the season for two weeks might be problematic.
But in Los Angeles, for one week? Kill the All-Star Game for a year, and start the regular season three days early, or finish it three days late.
Wasserman said he has had “pretty consistent dialogue” with the league.
“We hope they get to the right answer, which is Major League Baseball players being eligible to play,” Wasserman said.
“We’ll be as patient as we need to be to get to the right answer.”
The wrong answer: The world is watching the Olympics, and MLB is giving us the Colorado Rockies.
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