The Los Angeles Dodgers made a bold decision by selling off the naming rights to their home field for the first time in 64 years.
The Dodgers inked a massive deal with Japanese clothing company Uniqlo, which will see Dodger Stadium retain its name, but with the clothing brand plastered on signage everywhere.
The official terms of the deal will be released at a later date. Uniqlo opened its first store in Southern California in 2014, and it has since expanded.
On Wednesday, MLB’s official Opening Day, and the day before the Dodgers start their chase for a third straight title, the team and Uniqulo unveiled the stadium’s new presentation as part of the partnership.
On the grass between third base and home, white lettering with the words “Uniqlo Field” is written, while notable parts of the lettering all over the stadium read “Uniqlo Field at Dodger Stadium.
Additionally, a new sponsorship sign featuring Uniqlo’s logo has been installed, cementing its status as the stadium’s and team’s premier partner.
The field’s naming rights have been shopped since 2022, and with the arrival of three major Japanese stars in Shohei Ohtani, Roki Sasaki, and Yoshinobu Yamamoto, the franchise’s brand has grown exponentially in the Asian market, leading to the Uniqlo deal.
During the presentation, company founder Tadashi Yanai said as much through a translator.
“Every one of us has become fans of the Los Angeles Dodgers because of the outstanding performances of Japanese players,” he said.
The reception to the naming changes around the ballpark has been mixed, with some welcoming the additional revenue that will come to the organization and thus be reinvested in players.
However, others are not happy with the changes coming to the stadium, which has been famous for years for its classic look and its connection to the city’s roots and fans.
Uniqlo’s response to the controversy
While Uniqlo is certainly looking forward to its continued partnership, the company is well aware of the attachment to the stadium’s name, but it hopes fans will grow to embrace the change.
“Dodger Stadium has been loved by the fans over many decades, so we have to respect that history while expressing our partnership together with the Dodgers,” Koji Yanai said.
“This UNIQLO Field at Dodger Stadium name may be very new for everyone, but I hope in the near future, the fans will like it and will love it.”
Uniqlo announced that they will host an event at Dodger Stadium with giveaways of the company’s clothing, along with a dedicated part of their stores in the LA area for the Dodgers.
Additionally, the team and the company are developing initiatives to benefit local communities in Los Angeles.
“Fusing diverse perspectives and values that would constitute your power and strengths,” Tadashi Yanai said.
“That’s exactly [what] the Dodgers and Los Angeles have, and we are so excited to join this family to explore endless possibilities and opportunities to make this world a better place.”
Starting on Thursday for Opening Day and for the rest of the foreseeable future, the field that the Dodgers play on will carry the new name — Uniqlo Field at Dodger Stadium.
