Content Strategy
SUMMIT HOUSE × BIG BIRD

Internal Working Document

THE MLB OPEN

CONTENT STRATEGY V2

Maximizing the MLB Open moment — for players, for fans, for the feed.

MLB players gathered in a circle on the green at the MLB Open
CONTENT STRATEGY V2 · 2026

TABLE OF
CONTENTS

  1. Where We've Landed
  2. Block 01: The Challenge
  3. Block 02: The Experience
  4. Block 03: The Feed
  5. The Payoff
  6. Rollout, Talent & Production
  7. Next Steps

MAXIMIZING THE MLB
OPEN MOMENT.

For players. For fans. For the feed.

01

BOB DOES SPORTS

Creates the largest entertainment and distribution moment.

02

DOCUMENTARY HOST

Brings fans inside the personalities and experience of the MLB Open.

03

SOCIAL HOSTS

Keeps audiences connected to the competition as it happens.

04

CHAMPIONSHIP SHOOTOUT

Creates a culminating moment.

ONE EVENT.
THREE CONTENT BLOCKS.
ONE PAYOFF.

BLOCK 01 — THE CHALLENGE

Bob Does Sports vs. MLB

BLOCK 02 — THE EXPERIENCE

The MLB Open through Roger Steele's eyes

BLOCK 03 — THE FEED

Short-form, personality-led tournament coverage

THE PAYOFF

THE CHAMPIONSHIP SHOOTOUT

A standalone, YouTube-native finale hosted by Bob Does Sports.
Bob Does Sports versus the Yankees thumbnail

BLOCK 01

THE CHALLENGE

BOB DOES SPORTS
BECOMES TEAM 32

Bob Does Sports enters the MLB Open as a competitor rather than simply as a host.

Across the two days of competition, BDS plays four hand-selected MLB teams, with the potential for a fifth matchup.

Those matches become the backbone of a multi-hour piece of content living on the Bob Does Sports YouTube channel.

MLB Open club and player lineup graphic

WORKING POSITIONING

BOB DOES SPORTS vs. MLB

This becomes the largest creator-native piece coming out of the event.

BDS ROLE BEYOND
THE MATCHES

  1. 01

    COMPETE

    Four-to-five featured matches.

  2. 02

    PROMOTE

    Dedicated MLB Open promo capture during the Pro-Am window.

  3. 03

    HOST

    Championship Shootout.

  4. 04

    AMPLIFY

    Social and community support around MLB-owned content.

Bob Does Sports can support multiple parts of the content ecosystem without carrying all of it.

Reading the Signs, hosted by Roger Steele — key art

BLOCK 02

THE EXPERIENCE

Roger Steele on the course, with a camera operator behind him

THE MLB OPEN —
THROUGH ROGER'S EYES

A hosted journey through the people, personalities, stories and competition of the MLB Open.

Roger becomes the audience's way into the event.

  1. Walking the course.
  2. Riding in carts.
  3. Standing beside players on the range.
  4. Catching someone after a great round.
  5. Talking to a legend while they wait on a tee.
  6. Following leaders as the event begins to take shape.

ACCESS WITHOUT BURDEN

THE CREATIVE APPROACH

The players are at the MLB Open to compete, relax and enjoy themselves. Our production model should respect that.

Rather than depending on formal interviews, Roger captures most of the story inside the natural rhythm of the event.

INFORMAL ACCESS

  • Walk-and-talks.
  • Fairway conversations.
  • Cart rides.
  • Green-side interactions.
  • Range conversations.
  • Tee-box waits.
  • Post-round reactions.

POTENTIAL TO ADD

  • Morning range interview position.
  • Clubhouse / post-round interview position.
  • Selective sit-downs only when a story truly merits one.
Behind the scenes of Reading the Signs — crew filming on the range

PRINCIPLE

We do not stop the event to tell the story. We find the story inside the event.

THE FILM MOVES LIKE A VLOG.
LANDS LIKE A DOCUMENTARY.

The visual language can move freely between lo-fi and hi-fi.

  • Roger talking directly to camera.
  • Handheld follow-along.
  • Beautiful cinematic golf coverage.
  • Archival baseball footage.
  • Mic'd-up exchanges.
  • Cart conversations.
  • Long-lens moments.
  • Quick reactions.
  • Polished interviews when appropriate.

THE RESULT

A piece that feels native to YouTube but still worthy of MLB.

THE STORY ARC

Even though the film feels spontaneous, we still give it structure.

  1. ACT 01

    WHO'S HERE?

    • Pro-Am.
    • Meet the field.
    • Introduce personalities.
    • Find out who can actually play.
    • Establish rivalries and relationships.

  2. ACT 02

    LET'S PLAY

    • Competition begins.
    • Roger moves between groups.
    • Unexpected personalities emerge.
    • Great rounds. Bad rounds.
    • Trash talk.
    • Baseball stories.
    • Golf obsession.

  3. ACT 03

    THIS GOT REAL

    • The tournament begins to take form.
    • Leaders emerge. The aperture narrows.
    • Roger spends more time around the people shaping the competition.

  4. ACT 04

    THE FINISH

    • Follow the leaders in.
    • Capture the stakes.
    • Set up the Championship Shootout.

DEPTH WHEN IT APPEARS NATURALLY

Baseball history · Legacy · Generational perspective · The transition from baseball to golf · What players miss about competing · What current players think about where baseball is going.

Instagram reelInstagram Instagram reelInstagram TikTok: Jon Rahm and Wesley Bryan definitely wanted that one backTikTok

BLOCK 03

THE FEED

THE MLB OPEN AS IT HAPPENS

THE FEED

If the BDS episode is entertainment and the Roger film is experience, this is where the broadest tournament coverage lives.

POTENTIAL TALENT

  • Mason Nutt

    @masonnutt

  • Victoria Joy Caro

    @toricaro

CONTENT INCLUDES

  • Walk-and-talk interviews.
  • Warm-up conversations.
  • Bad shots.
  • Trash talk.
  • Post-round reactions.
  • Behind-the-scenes access.
  • Cart cams.
  • Big shots.
  • Leader updates.
  • Rivalry moments.
  • Fan moments.
  • Short-form personality profiles.
Players celebrating in front of the Capital One Open sign

THE PAYOFF

THE CHAMPIONSHIP
SHOOTOUT

Following the primary competition, the division champions advance into a standalone Championship Shootout.

FORMAT

15–25 minute YouTube-native golf video.

HOST

Bob Does Sports.

SUPPORT

Potential appearances from Roger and/or the social hosts.

PURPOSE

A clean, self-contained competitive payoff — beginning, finish, champion.

The internal working plan already treats this as its own MLB-channel deliverable rather than simply folding it into the documentary.

THE CONTENT ROLLOUT SYSTEM

Kept high-level — exact timing still depends on MLB's schedule.

  1. PHASE 01

    BUILD THE WORLD

    • Pre-event.
    • BDS + talent announcements.
    • Event teaser.
    • Player / personality teasers.
    • Promo capture.

  2. PHASE 02

    THE EVENT IS HAPPENING

    • Event week.
    • Social leads in real time.
    • Personality moments, highlights, interviews.
    • Standings updates.
    • BDS + Roger moments.

  3. PHASE 03

    MLB HERO CONTENT

    • Post-event.
    • Roger-led MLB Open film.
    • Championship Shootout.
    • Potential short-form support.

  4. PHASE 04

    THE DISTRIBUTION WAVE

    • BDS episode drops.
    • "Bob Does Sports vs. MLB" becomes a second attention spike.
    • Distribution points viewers back to MLB-owned content.

KEY ALIGNMENT NEEDED

DECEMBER 1 IS THE KEY INPUT

  1. Is December 1 still the hard deadline?
  2. If yes — which content must be live: the Roger film, the Championship Shootout, or both?
  3. Does BDS have flexibility to publish after December 1?
  4. Can MLB collaborate on the BDS post if it goes live before the deadline?

TALENT ARCHITECTURE

Every entrant is a built-in audience and a built-in storyline.

  1. THE CHALLENGER

    Bob Does Sports

    Competes.
    Entertains.
    Creates reach.

    COMPETES + ENTERTAINS

  2. THE GUIDE

    Roger Steele — Primary Target

    Experiences the tournament.
    Finds the stories.
    Creates connection.

    ALT:No Laying UpDan Rapaport

    FINDS THE STORY

  3. THE FIELD TEAM

    Mason Nutt + Tori

    Follows the entire tournament.
    Creates immediacy.
    Creates volume.

    ALTTisha AlynHally LedbetterMac Boucher

    IMMEDIACY + VOLUME

  4. THE CAST

    MLB Players + Legends

    Gives every content block
    its personalities and stories.

    PERSONALITY + STORY

PRODUCTION UNITS

How the content system translates on the ground, at a high level.

  • ROGER UNIT

    Travels with Roger. Captures the journey.

  • FIELD / GOLF UNITS

    Capture competition across key groups.

  • SOCIAL UNITS

    Move rapidly around the property.

  • INTERVIEW POSITIONS

    Range. Clubhouse.

  • STORY / FIELD PRODUCER

    Identifies moments in real time and directs Roger and crews toward emerging stories.

  • BDS PRODUCTION

    Integrated with their team around the four-to-five programmed matches.

WHAT WE NEED TO LOCK

The final working checklist before production begins.

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CONTENT
TALENT
BDS
ROLLOUT
PRODUCTION