Dodgers Reach Agreement with Uniqlo for Naming Rights at Dodger Stadium Field
The Los Angeles Dodgers have entered a deal granting Uniqlo naming rights to the field at Dodger Stadium, marking a significant moment in the stadium’s 64-year history as it is the first time corporate sponsorship has been associated with the venue.
While the stadium’s name remains unchanged, the organization has made it clear that the traditional name will persist. Dodgers president Stan Kasten affirmed this commitment in a statement to The Times in 2017, asserting that “[the stadium’s name] will never be for sale.” Though the agreement has not been officially announced, it is expected that the field will be referred to as Uniqlo Field at Dodger Stadium.
The Japanese clothing brand, which operates over 1,000 stores globally, will gain exclusive marketing and promotional rights as the Dodgers’ principal sponsor. As part of the agreement, a new sign will be installed in center field.
The partnership with Uniqlo follows the Dodgers’ signing of Japanese star Shohei Ohtani, which has significantly boosted the team’s sponsorship revenue, reportedly reaching $70 million in 2024 alone, according to Forbes.
Bob Lynch, chief executive of SponsorUnited, noted that teams opposing the Dodgers have generated approximately $15 million in revenue from brands that have aligned with the team. He remarked, “… A slew of brands essentially following him around across the country that are paying dollars either directly to the team or to Van Wagner, who’s selling the backstop signage.”
In 2022, the Dodgers collaborated with global sports marketing agency Sportfive to secure prominent sponsorships. Two years later, they announced a self-sponsorship deal with Guggenheim Baseball Management, which involved placing a patch on the team’s jerseys.
