The Shohei Ohtani effect is a boon for teams beyond just the Los Angeles Dodgers, according to the team’s CEO.
Stan Kasten, a co-owner and chief executive of the Dodgers, told Jazz Tangcay of Variety recently that the two-way star’s on-field heroics are just part of what makes him “unique.”
“You just have to look around our stadium to see what he has done for the sponsorship business,” Kasten said, referring to the influx of Japanese sponsors around Dodger Stadium, with none as prominent as the field sponsor, Uniqlo.
Shohei Ohtani benefits rival teams as well
Kasten added, though, that it’s not just the Dodgers who financially benefit from Ohtani.
“Brands are clamoring to sponsor signs when the team goes on the road,” Kasten said. “Companies that have not been able to get in on Dodger signs go to visiting cities to get signs behind home plate. In one city or another, you’ll see a Japanese sign because that sponsor couldn’t get in on Dodger signage.”
That’s largely because of the numerous eyeballs Ohtani draws as the face of the league, especially from his home country of Japan.
But while those other teams surely appreciate a boost when the Boys in Blue are in town, they aren’t getting the same benefits that the Dodgers are.
Japanese sponsors have supercharged the Dodgers dynasty
The numerous new sponsors from Japan, who followed Ohtani and pitchers Yoshinobu Yamamoto and Roki Sasaki to Los Angeles, have created an opportunity that the Dodgers have taken advantage of.
That new income has been put toward signing new stars and improving Dodger Stadium.
It also helps that Ohtani has agreed to defer the bulk of his $700 million contract until 2034 and is instead racking up endorsements — reportedly as much as $125 million per year.
Two World Series titles in a row (and possibly a third on the way) indicate that strategy is working.
