It’s safe to say that Shohei Ohtani is living up to the hype one year into his historic 10-year, $700 million contract with the Los Angeles Dodgers. It turns out that Ohtani’s influence off the field is just as significant as his on-field prowess. The Dodgers were essentially reaping the rewards of having the Japanese sensation on their roster in 2024.  

Forbes reports that the squad generated an astounding $70 million in additional sponsorship revenue and attracted 12 new Japanese-based partners. And that’s only the start. The Dodgers’ recent success in Japan is evidence that sports business can be just as exciting as on-field activity. Ohtani’s impact extends beyond the Dodgers.  

The ripple effect is spreading throughout all of Major League Baseball 

An incredible $70 million in additional revenue has been generated as a result of Shohei Ohtani’s participation, representing an astounding 3,400% return on his $2 million contract. Yes, you read correctly: $70 million in earnings, $2 million in pay. It is like getting an endless supply of eggs from a golden goose. “Every time he played an away game, if you look at any backstop, you see Japanese brands that are advertising with the Orioles, the Yankees, or whoever he’s playing,” states Bob Lynch, CEO of SponsorUnited, according to Forbes. 

Ohtani’s star power is having a major knock-on impact. With an estimated $15 million in earnings from billboard deals during Ohtani’s road games, teams hosting the Dodgers have seen a huge surge of Japanese sponsors wanting to get their name out there. Like a devoted entourage, it seems as though brands are actually following him around the nation. Japanese businesses swarm to sponsor and promote during Dodgers games, whether they are against the Yankees, Orioles, or any other team. Ohtani’s effect is evident. 

The Shohei Ohtani effect is fueling a larger boom in the entire MLB landscape

Baseball has brought in around $300 million in new sponsorships in 2024 with new assets like jersey patches and helmet logos. It increased the league’s overall sponsorship revenue to $1.84 billion, a 16% rise from the previous year and a 36% gain over the previous three seasons. No league is expanding as quickly as MLB, even though the NFL currently leads the pack with an estimated $2.3 billion in sponsorship revenue. Ohtani’s impact has been a major contributor to this expansion, demonstrating that baseball is more than simply a game but also a rising worldwide corporate force.

The NFL, NBA, NHL, and MLS have all experienced significant growth, signaling a vibrant and dynamic future for the industry. The NHL, for example, has found a unique way to stand out. By introducing “digitally enhanced dasherboards,” which allow broadcasters to swap out ads around the rink, hockey has made itself even more appealing to marketers. This clever innovation helped push the league’s sponsorship revenue to a solid $1.35 billion, representing an impressive 32% growth over three years. While that’s not quite the growth MLB has seen, it’s a huge win for the NHL as it adapts to the digital age.

All in all, these growth numbers speak to the changing landscape of sports business, where new revenue streams, international appeal, and innovative marketing strategies are taking center stage. For Shohei Ohtani and MLB, the future is looking incredibly bright. But if other leagues continue to build on their success, we could see an even more competitive environment in the coming years. The sports sponsorship race is on, and it’s only getting more exciting.