For a Japanese company, few marketing moves deliver more impact than tapping into Shohei Ohtani¡¯s star power ¡ª and Uniqlo is doing exactly that through a sponsorship with his team, the Los Angeles Dodgers.
Fast Retailing, the parent of Uniqlo, struck a landmark deal with the Major League Baseball franchise that will bring the apparel retailer¡¯s red-and-white logo to the newly rebadged Uniqlo Field at Dodger Stadium. Financial terms weren¡¯t disclosed, though the Los Angeles Times reported that the five-year agreement is worth $125 million.
The alliance is an almost perfect match, leveraging U.S. and Japanese fans¡¯ fascination with the multiple-MVP batter and pitcher. It also advances Fast Retailing founder Tadashi Yanai¡¯s ambition to conquer the North American market, giving the brand prominent visibility with displays high above center field, near the press box and along the baselines.
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