Brand experience agency XYZ has been appointed to run a five-week series of softball matches contested in north, east, south and west London and open to rookies.
Behind the event is the organising body of US baseball, Major League Baseball, which wants to introduce baseball to new audiences in the run-up to two MLB teams playing in London at the end of June.
Tapping into softball’s popularity in the capital, MLB and XYZ have created a fast-paced format called Softball60 that will be hosted in four locations and managed via a mobile app.
The series will include 30 teams, replicating the 30 MLB franchises. Each will be kitted out to represent their franchise and compete against each other.
Will Mould, XYZ's managing director, said: "The campaign will blur the lines of sport and culture, be social and inclusive, and speak to this new generation of fans who are hungry for what’s new, and puts interactivity and technology at the heart of the digital and physical experiences."
The MLB game between the Boston Red Sox and New York Yankees will take place on 29 and 30 June at the London Stadium in the Olympic Park.
MLB is also funding a baseball-themed festival at The Old Truman Brewery in East London from 28 to 30 June. It will be delivered by Imagination.
Charlie Hill, managing director, EMEA, at MLB, said: "As an organisation, we have been planning to bring games to Europe for a number of years. It is an important decision for MLB and we see this as a great opportunity to engage with a new and wider audience."