The Dodgers agreed to a deal granting Uniqlo naming rights to the field at Dodger Stadium, according to the Athletic — marking the first time in the 64-year history of the stadium that a corporate sponsorship has been attached to it.
Dodger Stadium's name remains unchanged. The organization made it a priority to keep the name of the ballpark, which has been in place since its opening in 1962.
"[The stadium's name] will never be for sale," Dodgers president Stan Kasten told The Times in 2017.
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Though not officially announced by the Dodgers, the name likely will be Uniqlo Field at Dodger Stadium.
With more than 1,000 stores worldwide, the Japanese-based clothing brand will hold exclusive marketing and promotional opportunities as the Dodgers' main sponsor. The new deal will also include a new sign in center field.
Since signing Japanese two-way star Shohei Ohtani, the team has partnered with several different Japanese companies, earning $70 million in sponsorship revenue in 2024 alone, according to Forbes.
Bob Lynch, chief executive of research firm SponsorUnited, estimated that teams hosting the Dodgers generated roughly $15 million in cumulative revenue from the brands that have attached themselves to the team.
" … A slew of brands essentially following him around across the country that are paying dollars either directly to the team or to Van Wagner, who's selling the backstop signage," Lynch told Forbes in 2025.
In 2022, the Dodgers partnered with global sports marketing agency Sportfive to secure premier sponsorships. Two years later, the organization announced a self-sponsorship with its ownership group, Guggenheim Baseball Management, which placed a patch on the team's jerseys.
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This story originally appeared in Los Angeles Times.
