Dodgers Land New Dodger Stadium Sponsorship Deal With Japanese Company

The Los Angeles Dodgers have reached a sponsorship agreement with the Japanese company Uniqlo for Dodger Stadium, though the stadium’s name will remain.

Since 2022, the Dodgers have been looking for a baseball field partnership. The franchise worked with Sportfive, a marketing agency, to help secure the partnership and a jersey-patch sponsorship.

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Eventually, come 2024, the Dodgers will choose Guggenheim Baseball Management, their ownership group, as the jersey patch sponsor.

Two years from then, Los Angeles will have found a partner for their baseball field in a deal that will keep the stadium name as it is.

Katie Woo of The Athletic broke the news of the historic deal, emphasizing that Dodger Stadium will remain, though the actual field itself will be named after Uniqlo.

“Dodger Stadium’s name will remain unchanged. The Dodgers did not sell the naming rights to their ballpark and were not open to doing so throughout the process,” Woo wrote.

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“Protecting the legacy of Dodger Stadium, which has been the name of the historic park since its opening in 1962, was a top priority for the organization.

“However, Uniqlo will hold the rights to the playing field, which will likely be named Uniqlo Field at Dodger Stadium.”

Woo reports that an official announcement will come before the start of the season, when the Dodgers open their season against the Arizona Diamondbacks at the end of March.

The Dodgers-Uniqlo partnership

Along with the baseball field itself featuring Uniqlo, the brand will have a major presence throughout the stadium.

“As the field presenting partner, Uniqlo will have a prominent showing throughout the ballpark,” Woo added.

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“Its name will be used in all references and signage related to Dodger Stadium, including a newly constructed sign in center field. Uniqlo will also hold exclusive marketing and promotional opportunities as the organization’s top sponsor.”

Uniqlo has made a big impact stateside as a fast-fashion brand. They have opened thousands of stores, featuring cost-effective clothing found at most major malls, especially in Southern California.

With Japanese stars like Shohei Ohtani and Yoshinobu Yamamoto, and Los Angeles being a natural Japanese tourist spot, Uniqlo could only further grow its brand with the new sponsorship deal.

Meanwhile, the Dodgers continue to build a portfolio of Japanese sponsors, capitalizing on their talent pipeline.