A sellout crowd awaits the first pitch on Opening Day at Dodger Stadium, March 29, 2024. For the first time in the storied venue’s history, the team has agreed to a naming rights deal.
For the first time in the storied, 64-year history of Dodger Stadium, the team has entered into a naming rights deal with a corporate sponsor.
When the two-time defending World Series champions kick off their 2026 season on March 26, fans could see the action on a newly-dubbed Uniqlo Field at Dodger Stadium, or something along those naming lines.
As first reported by Katie Woo of The Atlantic last Sunday, the Dodgers reached a deal with Japan’s fast-fashion giant Uniqlo to be the official field presenting partner of the historic ballpark.
The stadium itself will continue to be known simply as Dodger Stadium, as team officials have long maintained that keeping the original name has always been sacred.
“That has never been for sale. It never will be for sale,” team president Stan Kasten told The Los Angeles Times in 2017.
The company name will reportedly be ubiquitous in visuals and references to the ballpark, and a new sign is set to be constructed in the iconic stadium’s centerfield.
Tokyo-based Uniqlo is one of Japan’s most recognizable brands, and the company would be able to have exclusive marketing and promotional opportunities as the top sponsor.
The deal is expected to be announced officially shortly before the regular season opener.
The team appears to be continuing to capitalize on the enormous popularity of the Dodgers in Japan, a trend whose current surge began when the team signed two-way superstar Shohei Ohtani to a ten-year, $700 million contract in 2023.
Several sponsors based in Japan have joined ranks with the Dodgers in the years since, including Daiso, Toyo Tires, Yakult and All Nippon Airways. This season, a new sake brand will be serving their beverages at certain locations around the stadium.
Woo reported that the Dodgers had been pursuing a field partnership deal since 2022.
– Mikey Hirano Culross