Dodgers and Uniqlo Announce Partnership for “Uniqlo Field at Dodger Stadium”

The Los Angeles Dodgers have reached an agreement with Japanese fashion powerhouse Uniqlo to become the official field presenting partner of Dodger Stadium.

While the 64-year-old name of the stadium itself remains untouched, preserving a legacy that dates back to 1962, the playing surface will now be officially known as Uniqlo Field at Dodger Stadium. The deal was brokered in collaboration with marketing agency SPORTFIVE.

The “Ohtani Effect” Reaches New Heights

The partnership is the latest commercial ripple effect following the signing of two-way superstar Shohei Ohtani and ace Yoshinobu Yamamoto.

Since their arrival, the Dodgers have reportedly secured over USD70 million (AUD98 million) in Japanese sponsorship revenue alone, with Uniqlo now joining a premier portfolio that includes All Nippon Airways (ANA), Toyo Tires, and Daiso.

Visibility and Fan Experience

As the stadium’s top sponsor, Uniqlo’s branding will be integrated throughout the ballpark’s ecosystem:

• Center Field Signage: A newly constructed, high-visibility Uniqlo display will be installed in center field.
• On-Field Presence: The Uniqlo name will be used in all official references and signage related to the field of play.
• Exclusive Promotions: Fans can expect unique apparel collaborations and “Dodger-blue” Uniqlo activations starting this season.

Commercial Context: Building a Superpower

After winning back-to-back World Series titles (2024 & 2025), the team’s market valuation has surged to an estimated USD6.9 billion (AUD9.6 billion).

This deal follows the team’s 2024 jersey patch agreement with their ownership group, Guggenheim Baseball Management, highlighting a strategy to maximise revenue while carefully guarding the stadium’s historic identity.

The official unveiling of “Uniqlo Field” is set to take place ahead of Opening Day, when the Dodgers host the Arizona Diamondbacks on Thursday, 26 March.

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