The Golden Ticket of Baseball: A World Series to Remember
We’ll get to the chunky octopus in a bit, but we want to start with the golden ticket. Baseball’s golden ticket, that is. Major League Baseball (MLB) is poised for a once-in-a-lifetime event as it showcases a player who has redefined the game: Shohei Ohtani. This World Series marks a historic clash of titans, a blessed opportunity to reclaim some of the verity behind the phrase “national pastime.”
Shohei Ohtani: A Historic Player
Shohei Ohtani steps onto baseball’s grandest stage for the first time, having made history as the first player in the league’s 148-year history to hit 50 home runs and steal 50 bases in the same season. His remarkable achievements have not only captivated fans but also reignited interest in baseball at a national level. As he faces off against the New York Yankees, led by the formidable Aaron Judge, the stakes are high, and the excitement is palpable.
A Clash of Giants
The matchup between the Los Angeles Dodgers and the New York Yankees is a dream scenario for baseball enthusiasts. In the previous century, this World Series would have sold itself, drawing in crowds and generating buzz effortlessly. However, skepticism lingers in the air, even from former players like Brandon McCarthy, who pitched for both teams. McCarthy’s tweet encapsulates the sentiment: “Yankees/Dodgers. Ohtani & Betts/Judge & Soto. MLB better be ready to market its ass off. This has to be the national conversation.”
The Marketing Challenge
I ran that sentiment by Noah Garden, MLB’s deputy commissioner for business and media. “I agree wholeheartedly with his tweet,” Garden responded, emphasizing the need for MLB to capitalize on this unique moment. While improved ratings are expected, the challenge lies in engaging casual fans who may have drifted away from the sport. In an era where football dominates the sports landscape, baseball has retreated to local fandom, with many casual viewers showing little interest in teams outside their own.
Breaking Through the Noise
“Every station that I turn on in the morning, they’re talking about this,” Garden noted, referring to the buzz surrounding the World Series. This event has broken through the noise, becoming part of the national conversation. The league has launched a promotional campaign featuring Ohtani and Judge, using the slogan “Once in a Lifetime. Twice.” This campaign extends beyond baseball broadcasts, reaching audiences through football games, Netflix, TikTok, and YouTube.
Global Reach and Local Impact
The league’s marketing strategy includes digital billboards in high-profile locations like Times Square in New York and the Grove in Los Angeles, as well as 113 digital billboards in Tokyo—symbolizing Ohtani’s combined total of stolen bases and home runs. MLB is also engaging content creators to connect with younger audiences, discussing not just baseball but also cultural elements that resonate with them.
Star Power and Cultural Impact
Ohtani and Judge represent more than just baseball players; they are personalities capable of transcending the sport. Much like how casual basketball fans embraced Kobe and Shaq without deep knowledge of the NBA, Ohtani and Judge have the potential to draw in a broader audience. Ohtani sold the most MLB jerseys this season, while Judge ranked third, behind Bryce Harper. As regional sports networks face challenges, MLB is keen on fostering a connection with players who can be recognized by a single name, regardless of team allegiance.
The Dodgers’ Strategic Moves
The Dodgers have already executed an Ohtani strategy and reaped the rewards. The first game of the National League Championship Series attracted more viewers in Japan than in the United States, highlighting Ohtani’s international appeal. As the Dodgers prepare to open their season in Japan next March, they could do so as World Series champions, celebrating Ohtani’s homecoming.
Ohtani’s Unique Role
While Ohtani is not pitching this season, he remains a two-way player in spirit, serving as a designated hitter and a tourist attraction. Dodgers President Stan Kasten remarked on the phenomenon, stating, “I can’t walk to any part of my ballpark, any day, and not run into a tour group.” The Dodgers have consistently led the league in home attendance, and this year, they also topped road attendance.
The Financial Impact of Ohtani
Ohtani’s presence has had a significant financial impact on the Dodgers. The team generated over $50 million in Japanese sponsorship revenue in Ohtani’s first season, a stark contrast to the $10 million to $20 million per year generated by the Angels, Ohtani’s former team. The Dodgers’ strategy has attracted corporate sponsors eager to capitalize on Ohtanimania, with some opting to purchase advertising for the few games Ohtani might play at visiting ballparks.
Embracing International Sponsorships
The Dodgers have secured sponsorships with multiple Japanese companies, further solidifying their international presence. Ohtani alone has generated an estimated $65 million in sponsorship revenue, dwarfing the earnings of other top players. The Dodgers’ mission is clear: to become the team of choice for Japanese players and fans, making their logo a familiar sight in Japan, akin to the iconic Yankees logo.
Culinary Delights for Fans
As the Dodgers aim to attract Japanese fans, they are also catering to their tastes. A stroll through the concourse at Dodger Stadium reveals portable merchandise stands featuring Ohtani and Yoshinobu Yamamoto apparel, alongside concession stands offering a variety of Asian cuisine. One standout item is takoyaki, a beloved Japanese street food made with chunky bites of octopus, perfectly blending cultural elements into the baseball experience.
In this World Series, the stakes are high, the players are legendary, and the potential for baseball to reclaim its status as America’s pastime is within reach. With Ohtani and Judge leading the charge, the golden ticket has been issued, and the excitement is just beginning.