Dodger Stadium has a new name on some of its signs: Uniqlo Field. The signs outside the baseline and above centre field displayed the new name on Wednesday. The team announcers will use the new name, but the company’s founder understands that fans might not.
Fan Reaction to the New Name
Uniqlo founder Tadashi Yanai said he understands the “very natural reaction” of fans who may continue to call the venue Dodger Stadium. Yanai stated, “We respect that.” While Uniqlo would be happy if people used its name, what local fans choose to call the stadium isn’t critical to the partnership’s success.
Financial Details of the Uniqlo Deal
The deal between Uniqlo and the Dodgers spans five years. The total value is “more” than $125 million, according to Yanai. This provides the Dodgers with an annual naming rights payment comparable to those at Crypto.com Arena, Intuit Dome and SoFi Stadium.
What the Uniqlo Partnership Means for the Dodgers
Dodgers president Stan Kasten addressed the financial aspect. “We need a lot of revenue to put out the product that we do,” he said. Kasten added, “And we’re proud of everyone who helps us do it: all of our fans, all of our media partners, and all of our sponsor partners. They are all important. It is how this all comes together.”
Uniqlo’s Perspective
For Uniqlo, a Japanese company, this is about brand awareness and expansion. Getting their name in front of millions of fans watching Shohei Ohtani play is a major benefit. Ohtani made an estimated $125 million in endorsements and sponsorships last year.
Yanai is the richest man in Japan. He said he often asks his wife whether Shohei hit a home run. He also mentioned he considered buying a baseball team, but his wife discouraged him.