Sales of Shohei Ohtani’s goods increased significantly following the Dodgers’ purchase.
Shohei Ohtani’s signing with the Los Angeles Dodgers has not only electrified the baseball world but also led to an unprecedented surge in merchandise sales. His global appeal, particularly in Japan, combined with his unique two-way playing ability, has transformed him into a marketing phenomenon. Since the Dodgers’ acquisition of Ohtani, sales of team merchandise, especially those bearing his name, have skyrocketed, breaking multiple records and cementing the team’s brand as a global powerhouse.
Record-Breaking Sales
The demand for Shohei Ohtani merchandise reached historic levels immediately after the announcement of his signing with the Dodgers. Fanatics, the leading sports merchandise retailer, reported that Ohtani’s Dodgers jersey became the best-selling jersey within the first 48 hours of release, surpassing previous records held by sports superstars like Lionel Messi and LeBron James.
This trend continued well into the season, as the Dodgers became the highest-grossing team in terms of merchandise sales for 2024. When the team secured the World Series title, the demand for Dodgers gear reached unprecedented heights, with Ohtani’s jersey consistently leading the sales charts.
The “Shohei Ohtani Effect” in Japan
Ohtani’s move to Los Angeles has had a profound impact in Japan, where he is regarded as a national icon. His presence on the Dodgers has dramatically increased the team’s visibility in the Japanese market, leading to a surge in international sales.
During the MLB Tokyo Series 2025, where the Dodgers played against the Chicago Cubs, merchandise sales set new records. Reports indicated that sales of MLB gear in Japan increased by over 320% compared to previous international series. Ohtani’s Dodgers jersey was the best-selling item, and official team stores in Tokyo saw massive crowds eager to purchase memorabilia related to the superstar.
Additionally, Fanatics reported an 8,350% increase in Dodgers merchandise sales across Japan following Ohtani’s signing. The Dodgers’ partnership with Japanese sponsors, such as Asahi Breweries and Rakuten, further strengthened the team’s market presence, with Ohtani’s endorsement deals playing a pivotal role in boosting the brand’s appeal.
Increased Sponsorship and Revenue Boost
Beyond merchandise sales, Ohtani’s presence has also driven significant financial growth for the Dodgers in other areas. Ticket sales have seen a dramatic uptick, particularly among international fans traveling to Los Angeles to watch Ohtani play. Japanese tourism to California has increased, with over 80% of Japanese visitors to Los Angeles reportedly making a stop at Dodger Stadium.
Moreover, Ohtani’s marketability has attracted a wave of corporate sponsorships. The Dodgers secured an estimated $70 million in new sponsorship deals in 2024 alone, largely due to Ohtani’s global influence. Japanese companies eager to associate with Ohtani have invested heavily in advertisements, further boosting the Dodgers’ brand value.
Impact on the Baseball Card Market
The collectibles market has also seen a surge due to Ohtani’s popularity. His baseball cards, particularly those featuring him in a Dodgers uniform, have become some of the most sought-after items among collectors. Limited edition and signed Ohtani cards have sold for record-breaking amounts, further highlighting his influence in the memorabilia industry.
Shohei Ohtani’s move to the Los Angeles Dodgers has proven to be a monumental success, not only in terms of baseball performance but also in financial and commercial aspects. The surge in merchandise sales, coupled with increased sponsorships and global fan engagement, has solidified the Dodgers’ status as an international powerhouse.
As long as Ohtani continues to shine on the field, his impact on the team’s financial success will only continue to grow, making him one of the most valuable athletes in modern sports history.