The Los Angeles Dodgers have set the gold standard for MLB teams aiming to expand their influence in the Japanese market. This journey began with the signing of Hideo Nomo and continued through the contributions of Hiroki Kuroda and fan-favorite Kenta Maeda. Over more than two decades, the Dodgers have cultivated a rich history with Japanese players.
Recently, this connection has soared to new heights with the additions of Japanese stars Shohei Ohtani, Yoshinobu Yamamoto, and Roki Sasaki. These moves have not only strengthened the team on the field but also significantly boosted their global appeal.
SponsorUnited reports that the Dodgers have surpassed $200 million in sponsorship revenue, with 20 Japanese brands among their 76 sponsors. This financial success, coupled with their on-field achievements, has caught the attention of other MLB teams looking to emulate their model for international expansion.
The Chicago White Sox, for instance, signed Japanese power hitter Munetaka Murakami to a two-year, $34 million deal, aiming to tap into the lucrative Japanese market. Brooks Boyer, the White Sox’s executive vice president and chief marketing and revenue officer, acknowledges the Dodgers as a source of inspiration. Boyer expressed a desire to create partnerships with Japanese companies, hoping to showcase Murakami and attract Japanese fans to their brand of baseball.
Interestingly, the Dodgers are actively assisting other teams in their efforts to enter the Japanese market. Dodgers executives Lon Rosen and Bob Wolfe have shared insights with Boyer, offering guidance on maximizing opportunities with Japanese players. Boyer noted that the Dodgers have been generous with their knowledge, providing a playbook on how to succeed in this venture.
The presence of Japanese companies in MLB stadiums, especially with teams featuring prominent Japanese players, is becoming more common. The Dodgers' approach has not only enhanced their own brand but has also opened doors for other teams to explore similar opportunities.
Despite some criticism labeling the Dodgers as "bad for baseball," their efforts have undeniably brought global attention to the sport. Dodgers fans can take pride in their team’s pioneering role in uniting baseball fans across Los Angeles and the world.