Uniqlo taps Into Ohtani magic at Dodger Stadium to fuel US push

For a Japanese company, few marketing moves deliver more impact than tapping into Shohei Ohtani’s star power — and Uniqlo is doing exactly that through a sponsorship with his team, the Los Angeles Dodgers. Fast Retailing Co., the parent of Uniqlo, struck a landmark deal with the Major League Baseball franchise that will bring the apparel retailer’s red-and-white logo to the newly rebadged Uniqlo Field at Dodger Stadium. Financial terms weren’t disclosed, though the Los Angeles Times reported that the five-year agreement is worth $125 million. The alliance is an almost perfect match, leveraging US and Japanese fans’ fascination with the multiple-MVP batter and pitcher. It also advances Fast Retailing founder Tadashi Yanai’s ambition to conquer the North American market, giving the brand prominent visibility with displays high above center field, near the press box and along the baselines. How Shohei Ohtani is central to Uniqlo’s US brand strategy “Ohtani will have a huge impact in lifting brand recognition,” said Shun Tanaka, an analyst at Phillip Securities Japan. “Although Uniqlo is doing very well in the US, there are still many places, especially outside major cities, where it isn’t recognized.” The Dodgers partnership underscores Uniqlo’s broader push into the world’s biggest apparel market, where Fast Retailing generates less than 10% of its 3.4 trillion Japanese yen ($23 billion) in annual revenue but sees its strongest growth potential. While the brand is ubiquitous in Japan and much of Asia, it still trails global rivals such as Zara owner Inditex in both size and recognition. With 77 US stores — just 3% of its 2,543 Uniqlo locations worldwide — the retailer has ample room to expand. “For everyone at Uniqlo, this is a dream partnership,” Yanai said in a statement. “Like the Dodgers, Uniqlo aims to be No. 1 in the world.” The sponsorship is also the first of its kind for the Dodgers, which have long resisted selling full naming rights to one of the most iconic venue names in sports. The news was first reported by The Athletic earlier this month, which said the Dodgers have been seeking a field partnership since 2022. Fresh off two World Series titles, the Dodgers have become an intercultural force, thanks in part to a roster that includes high-profile Japanese stars such as Ohtani and pitcher Yoshinobu Yamamoto. Fast Retailing joins a growing list of Japanese corporate sponsors tied to the team, including ANA Holdings. and Yakult Honsha. Why the Dodger Stadium rebrand could backfire on Uniqlo The alliance is not without risk. Handing over naming rights tied to one of baseball’s most storied teams — and one of its oldest ballparks — could provoke a backlash from fans, and fuel the narrative that the wealthy Dodgers franchise will have even more money to spend on players. “In North America, Uniqlo is still a brand with low recognition, which has resulted in a meager market share,” said Takahiro Kazahaya, an analyst at UBS AG Tokyo. “Considering Uniqlo’s goal of reaching 1 trillion yen in sales there, they can’t do it by relying solely on a limited customer base, or a niche of enthusiast fans.” Uniqlo has long leaned on star power to build its global brand, most notably through its partnership with tennis great Roger Federer. The Dodgers deal marks a more aggressive push in the US to convert visibility into growth, with the added benefit of exposure to a wide audience in Japan. The deal is a “once-in-a-generation chance,” said Oliver Matthew, an analyst at CLSA Securities Japan Co. “It’s still early days for Uniqlo in the US, so thinking about long-term expansion, this is a great way to create a bit more buzz.” By Kanoko Matsuyama and Yui Hasebe

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Uniqlo taps Into Ohtani magic at Dodger Stadium to fuel US push