Dodger Stadium Playing Field Gets First-Ever Corporate Sponsor in Ballpark History

The iconic Dodger Stadium has named its playing field "Uniqlo Field" for the first time since the ballpark opened in 1962. The Japanese clothing retailer's sponsorship deal comes as the Dodgers feature three Japanese stars including Shohei Ohtani and Yoshinobu Yamamoto.

LOS ANGELES — For the first time since opening in 1962, the playing field at Dodger Stadium now carries a corporate sponsor’s name, marking a historic change for Major League Baseball’s third-oldest venue.

The field was officially renamed “Uniqlo Field” during Wednesday’s unveiling ceremony, just one day before the Los Angeles Dodgers kick off their quest for a third consecutive World Series title. The team opens their season Thursday against the Arizona Diamondbacks in the first game of a three-game homestand.

World Series Game 7 hero Yoshinobu Yamamoto will take the mound as the starting pitcher for Los Angeles. Yamamoto joins fellow Japanese superstars Shohei Ohtani and Roki Sasaki on the Dodgers roster.

“Every one of us has become fans of the Los Angeles Dodgers because of the outstanding performances of Japanese players,” said company founder Tadashi Lanai through a translator.

The Japan-based clothing company operates more than 2,400 retail locations worldwide, with significant market presence across Asia, Europe and Canada. In the United States, Uniqlo maintains nearly 80 stores, mostly located in shopping centers, as part of an ambitious growth strategy.

This marks Uniqlo’s debut major sports partnership in America, following negotiations that lasted almost 12 months, according to Koji Lanai, senior executive officer for parent company Fast Retailing. Koji Lanai is the son of founder Tadashi Lanai, who holds the distinction of being Japan’s wealthiest individual with assets valued at approximately $62 billion.

The sponsorship agreement includes prominent red-and-white Uniqlo branding throughout the stadium, featuring displays at the center field batter’s eye, beneath the press box facade, and along the baseline grass areas.

“I hope in the near future fans will like it and love it,” Koji Lanai said.

During the announcement, a Japanese journalist inquired about potential rewards for batters who might hit the center field signage. This question referenced the famous Brooklyn Dodgers tradition at Ebbets Field from 1931-57, where a sign beneath the scoreboard promised “Hit sign, win suit” – an advertisement placed by clothing store owner Abe Stark, who later served as Brooklyn Borough President.

“It’s a very good idea I was just given,” Koji Lanai said through a translator.

Dodgers president and CEO Stan Kasten responded, “We like that idea, too.”

When asked about providing team apparel to players, Tadashi Lanai explained that existing sponsorship agreements create complications. “But probably we can provide them with everyday clothing,” he said through a translator.

Kasten jokingly added, “We pay them enough to shop at Uniqlo stores.”

The stadium’s outfield already features signage from several Japanese companies including Tokyo Electron, All Nippon Airways and Yakult, reflecting the organization’s focus on Asian fan engagement that intensified with Ohtani’s arrival before the 2024 season.

“I’ve been thrilled with the reaction I got from fans,” Kasten said.

The team presented Tadashi Lanai with a home plate autographed by the players, which Kasten described as representing the retailer’s new stadium home.

Uniqlo’s stadium plans include creating a dedicated section within team merchandise stores and hosting a June 21 promotional event where attendees will receive LifeWear clothing items. The company will also launch a community outreach initiative in late May.