Dodgers take Shohei Ohtani effect to new level with historic Uniqlo naming rights deal

The Dodgers have never been, and probably never will be, fully transparent about the amount of money they make in sponsorships and brand deals — and they don't have to be. But per an MLB Marketing Partnerships report from last year, LA was on track to become the first team in North American sports to surpass $200 million in annual sponsorship revenue by the end of 2025.

By October, they had 76 sponsors, 20 of which were Japanese. Six of those Japanese sponsors had just signed on in 2025.

We all know who the Dodgers had to thank, in large part, for that influx of cash: Shohei Ohtani.

The Ohtani Effect in undeniable. After just his first season with the Dodgers, reports suggested that they'd made $120 million off of a wave of new sponsors that included All Nippon Airways, Daiso, Toyo Tires, and Kowa Company.

Another Japanese sponsor is entering the mix for 2026 — and this is the biggest one yet. Per Katie Woo of The Athletic, the Dodgers have agreed to a deal that will make clothing brand Uniqlo "Dodger Stadium's official field presenting partner."

Dodgers, Uniqlo agree to massive naming rights deal that will rename the field at Dodger Stadium

The first question, of course, is whether or not that means the iconic Dodger Stadium will be changing its name after 64 years. The answer, according to Woo, is no, but something along the lines of "Uniqlo Field at Dodger Stadium" should be expected.

That's going to take some getting used to.

Woo wrote, "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."

She added that the Dodgers were not open to selling the naming rights to Dodger Stadium as a whole, and had not been throughout the entire process.

It's good news for Dodgers fans, who should almost certainly be able to expect a wave of new Dodgers merch at Uniqlo's notably respectable prices. There's almost certainly going to be an uproar from some old timers who would prefer that nothing about the iconography of Dodger Stadium ever changes, but no doubt Mark Walter and Andrew Friedman will find unbelievable ways to translate however much money they're making from this deal into on-field success.