Why companies collaborate with stars: Shohei Ohtani’s marketing value

Average- 10 Min Read

Shohei Ohtani got his third MVP award on November 22, 2024, confirming his status as one of the world’s greatest athletes, along with global players like Lionel Messi and LeBron James.

Ohtani’s market value continues to rise, and his influence is undeniable. With over 10 sponsors, numerous global companies are eager to partner with him.

His impact extends to ticket sales. The adoption of dynamic pricing – a system where ticket prices fluctuate based on market demand – raises prices for his games.

For instance, tickets for the Dodgers’ pre-season games now start at $40, which is $12 higher than the cheapest tickets for White Sox games at the same stadium.

While the World Series result also plays a role here, the price increase began last season, indicating Ohtani’s significant influence on ticket demand.

Today, let’s explore his market value and the broader effects of sponsorship.

Why Shohei?

It’s not surprising that Shohei Ohtani is considered special, but let’s take a closer look at what makes his market value so extraordinary.

Below is a list of his achievements over the past four seasons. As a two-way player, Ohtani has accomplished feats that are truly historic.

His uniqueness as a two-way player distinguishes him from others. His achievements haven’t been seen since Babe Ruth played 100 years ago, making people realize they are experiencing a new era of baseball history.

Ohtani is the only player in MLB (Major League Baseball) who excels as both a batter and a pitcher. That’s why he’s often called a “Unicorn” in the league.

Two-way playing was thought to be impossible for a long time, but Ohtani’s ability to exceed expectations inspires audiences around the world.

In the 2024 regular season, MLB generated 5.5 billion dollars in total sponsor media value, with Ohtani playing a significant role.

When he achieved unprecedented 50-50 (50 home runs and 50 stolen bases), he delivered 430 million dollars in media value in a single day, along with 7.9 million engagements on MLB league accounts. His impact on the MLB market this year is undeniable. (Source: SportsPro)

Ohtani’s contributions to the Dodgers are also impressive. He signed a record-breaking contract with the team in 2024: 10-year, 700 million dollars contract, which is the largest in MLB history.

Although the deal includes 680 million dollars in deferred payments spread out from 2022 to 2043, his average yearly earnings could be 70 million dollars. (Source: RAISTONE)

The Dodgers have already benefited from singing Ohtani. They got over 75 million dollars in sponsorship deals from Japanese companies alone, not including revenue from ticket sales, merchandise, or hospitality services.

The team has already earned more than Ohtani’s yearly salary just through sponsorships.

Ohtani’s influence is especially strong in his home country, Japan. He has a massive following across Asia, making him a powerful figure in the region’s market.

In fact, he brought an economy of scale effect of 770 million dollars (115 billion Japanese yen) in Japan in 2024. It exceeds the 500 million dollars that Taylor Swift generated during her Japan tour. (Source: SportsPro)

This extraordinary influence explains why so many companies are eager to sponsor him. Now, let’s explore some of his partnerships.

Sponsors for the “Unicorn Player”

The list above includes companies sponsoring Shohei Ohtani. He earns over 100 million dollars through endorsements. We learned why these companies want to work with him, but how exactly does Ohtani impact these companies?

His influence on brand recognition is one of the most powerful effects. Let’s take a look at the search data to understand how his presence impacts companies.

The graph from Google Trends below illustrates how often the name “Shohei Ohtani” is searched.

The graph compares search volume between Shohei Ohtani (blue) and Aaron Judge (red).

Another graph compares Shohei Ohtani (blue) with LeBron James (red) and Lionel Messi (yellow), showing how Ohtani’s influence is on par with these global stars.

As seen in the data, his influence ranks among the top in sports. By sponsoring Ohtani, companies can expect more frequent engagement with customers and the opportunity to explore new markets.

Additionally, many of the companies that sponsor Ohtani share common values: innovation, creativity, and aspiration.

Part of this is because Ohtani likely prioritizes these qualities when selecting sponsors, aligning with businesses that share similar goals and messages. selects the companies and probably he’s prioritizing their goals in business and messages.

With such shared beliefs, Ohtani’s effects can be even stronger. Companies with these values are more likely to be associated with his name, further boosting their recognition.

This is just one of the many ways Ohtani creates significant economic effects.

Today, let’s take a closer look at three of his sponsors: New Balance, Porsche, and ECC.

New Balance

New Balance, a company known for its sports footwear and apparel, announced a partnership with Shohei Ohtani on January 31, 2023. The deal is estimated to be worth over 40 million dollars per year.

The decision to collaborate with Ohtani came partly from the unique challenges of the sports industry. Sports-related products are often seen as expensive, leading customers to make careful purchasing decisions.

In this process, customers typically evaluate three key factors.

1. Fit and Quality – Whether the product meets their needs and maintains high quality.

2. Emotional Connection – The sense of pride and inspiration from using the same products as their favorite athletes.

3. Brand Confidence – The belief that the brand aligns with their values and aspirations.

While companies can address the first point through product development, the emotional connection and brand confidence often require collaboration with influential athletes.

Additionally, attracting customers who use products of competing brands is particularly difficult in the sports industry. Once customers find a product they trust, they tend to stick with it.

This makes the choice of athletes for partnerships critical in gaining new customers. Athletes showcase products during games, creating opportunities for brands to keep in touch with customers.

Chris Davis, Chief Marketing Officer of New Balance, emphasized the importance of the partnership:

“We have collaborated with Shohei on charitable endeavors in Japan, global brand storytelling, product, and a lot more still to come. Shohei is truly a reflection of our values, and this is just the beginning.” (Source: B/R)

In Japan, Ohtani is not only a sports icon but also a cultural figure. Therefore, he has a significant influence on the Japanese market, particularly among the many young people who play baseball.

Additionally, New Balance’s slogan, “Fearlessly Independent Since 1906,” aligns perfectly with Ohtani’s remarkable journey as a two-way player – challenging expectations and achieving what many thought was impossible.

His passion to push boundaries aligns with the brand’s message.

Their partnership has proven effective. In 2023, New Balance achieved $6.5 billion in annual sales, a 23% increase compared to the previous year.

ECC

ECC is one of Japan’s leading education institutions, serving nearly 380,000 students. Their philosophy, “For the betterment of world culture and peace” has been upheld since the organization’s founding.

They offer English education and partnered with Ohtani for a project, called “SHOW YOUR DREAMS 2024.” It provides Japanese students with homestay opportunities in overseas countries.

The campaign incorporated the message “To The Future (未来へ翔け)” and led to a significant rise in searches for ECC, shown in the graph below.

They launched their TV commercial featuring Ohtani on March 1, 2024. It caused a noticeable increase in public interest in the brand.

As demonstrated in the graph, aligning brand values with Ohtani’s image can drive remarkable growth. The program generated strong interest, with a 0.5% acceptance rate—20,000 students applied for just 100 spots.

Porsche

Next, let’s look at Porsche, the luxury car manufacturer with the slogan “There is no substitute.” Known as a leader in the global automobile industry, Porsche prides itself on being the only one in quality and innovation.

This philosophy aligns perfectly with Shohei Ohtani’s singularity. Both represent being unique while constantly aiming to improve.

Porsche drew significant attention during an unexpected event involving Ohtani.

When Ohtani joined the Dodgers, his preferred number. 17, was already used by teammate Joe Kelly. Kelly graciously agreed to give Ohtani the number and adopted 99 instead. In return, Ohtani gifted Kelly a brand-new Porsche.

The post was viewed over 6 million times, creating a huge buzz. The Porsche, estimated to cost around $150,000, generated far more buzz and engagement than typical marketing efforts of a similar budget.

Finally, let me share one of the most creative marketing moments in recent history.

On August 26, 2023, Shohei Ohtani accidentally knocked out some LED lights on a Coors Light stadium advertising board.

They humorously responded with a message: “WE’RE SENDING YOU THE BILL FOR THAT, SHOHEI.” This playful interaction quickly gained media attention and created significant buzz.

Coors Light took it a step further by announcing the release of the “HITS THE SPOT” COMMEMORATIVE CAN” on September 5, 2023, accompanied by the statement: “You asked for it, and now it’s here. Get a piece of Coors Light baseball history with a commemorative replica of the can inspired by one of the world’s biggest baseball superstars.” (Source: Coors Light X)

The phrase “HITS THE SPOT” cleverly served as a double meaning, referring both to Ohtani hitting the advertising board and the exceptional taste of the beer.

Priced at 17 dollars, reflecting Ohtani’s number, the cans sold out within hours. This remarkable response showcases the campaign’s effectiveness.

Even though Coors Light doesn’t officially sponsor Ohtani, they successfully used the outstanding moment to gain major profits and attention.

These examples show that Shohei Ohtani is not only one of the best athletes in the world but also plays a key role in generating profits. His marketing value continues to grow.

As a result, companies seek collaborations with star players like him to effectively capture public attention.