Shohei Ohtani’s groundbreaking 10-year, $700 million deal with the Los Angeles Dodgers is a literal game-changer that’s poised to reshape the sponsorship landscape within both the National League (NL) West and baseball at large. 

One of the most noteworthy trends to emerge during Ohtani's six-year tenure with the Los Angeles Angels: the surge in Japanese brands investing in backstop signage, not only at Angel Stadium but also at rivals’ ballparks.

More than 25 Japanese brands partnered with the Angels to advertise behind the plate during the 2023 season—over half of the team’s total behind-the-plate sponsors—as they moved to align themselves with one of baseball's most dynamic talents, and connect with Japanese viewers tuning in to see “Shotime” in action. 

Ohtani's star power reverberated far beyond LA, as teams in the American League (AL) West seized the opportunity to capitalize on heightened exposure in the Japanese market. The Texas Rangers, Seattle Mariners, and Oakland A's saw Japanese backstop ads nearly double in 2023 when Ohtani graced their home fields—underscoring Ohtani’s global influence and outsize commercial appeal across Major League Baseball.

As Ohtani’s move to the Dodgers continues to make headlines worldwide, will the NL West ballparks see a similar influx of Japanese backstop ads? Our data reveals that Japanese brands favor backstop rotating signage during Ohtani's time on the mound and at bat to maximize exposure—a trend that’s virtually guaranteed to gain momentum as his profile reaches new heights with the Dodgers, a big-market team that’s boasted the highest attendance in the league for ten consecutive years and counting. The Angels ranked second by number of backstop ads last season, while the Dodgers were among those with the fewest, thanks to a more selective approach. Time will tell how the “Ohtani Effect” will impact sales of this asset at Dodgers Stadium in 2024.  

After adding a staggering 5M followers in the last nine months, Ohtani, who earned a reported $40M in endorsements this year, has cemented his status as the most followed MLB player on Instagram, with 6.5M—almost double the followers of the New York Yankees, the most followed MLB team. With his star sure to keep rising—and his sponsorship earnings expected to grow sizeably with his move—watch this space for more deal news as brands race to partner with this once-in-a-generation athlete.