Uniqlo Taps Into Ohtani Magic at Dodgers Stadium to Fuel US Push

For a Japanese company, few marketing moves deliver more impact than tapping into Shohei Ohtani’s star power — and Uniqlo is doing exactly that through a sponsorship with his team, the Los Angeles Dodgers.

Fast Retailing Co., the parent of Uniqlo, struck a landmark deal with the Major League Baseball franchise that will bring the apparel retailer’s red-and-white logo to the newly rebadged Uniqlo Field at Dodger Stadium. Financial terms weren’t disclosed, though the Los Angeles Times reported that the five-year agreement is worth $125 million.

Uniqlo signage inside Dodger Stadium.

Photographer: Ronaldo Bolanos/Los Angeles Times/Getty Images

The alliance is an almost perfect match, leveraging US and Japanese ...