Gig In Japan: MLB Sponsors, Activation Are At-Bat For Dodgers-Cubs Tokyo Series

By Barry Janoff

March 10, 2025: More than 20 global and Japanese domestic brands and a roster of planned activation are part of the party for the MLB Tokyo Series Presented by Guggenheim between Shohei Ohtani and the Los Angeles Dodgers and Chicago Cubs March 18-19 in the Tokyo Dome.

MLB said the 2024 Seoul Series was the largest international event for sponsorship in the history of the league to date, "but that is expected to be surpassed by the 2025 Tokyo Series by +240%.”

In the U.S., Fox will air the first game of the Tokyo Series (6 AM ET) and FS1 will carry the second game (6 AM ET).

Fox Deportes will air both games.

The games will officially open the 2025 MLB regular season.

Calling it the “biggest standalone international event in league history,” MLB said it has secured 14 new sponsors in Japan since 2023, including Ito En, MasterCard Japan and NX Nippon Express.
 
The list of sponsors for the MLB Tokyo Series includes: 7-Eleven Japan, Asahi Beer, Brand USA, Deloitte, Dip, Earth Corporation, Google Cloud, event presenting sponsor Guggenheim, IDOM/Gulliver, ITO-EN, Japan Airlines, JTB, Konami (eBaseball: MLB Pro Spirit), Kose, Kowa, MasterCard, MGM Resorts Japan, New Balance, NX Nippon Express, SAMTY, SCSK and Zoom Workplace.

SCSK, an IT services provider, signed a multi-year deal to sponsor MLB in Japan, which includes the use of the SCSK and Net One Systems (an SCSK brand) logos on the batting helmets that will be worn by both teams during the two games.

MLB Tokyo Series Fan Fest Presented by Guggenheim in Tokyo Skytree Town March 8-19 features a batting experience zone, baseball diamond with outfield seating, photo opportunities, MLB-themed foods, appearances by former Japanese-born Major League players, and trophy and jersey displays.

A MLB Tokyo Series Official Store operated by Fanatics and watch parties is also in Tokyo Skytree Town March 8-19.

The Tokyo Dome will be home to the largest MLB special event store — more than 30,000 square feet — which will operate in partnership with Fanatics.

Photo: ToppsMore than 20 unique retailers across Japan are expected to offer a variety of new MLB product in 100-plus locations nationwide, including brand flagship stores, shop-in-shops and pop-up shops in conjunction with the Tokyo Series.

People can also find retail activity at such Tokyo landmarks as the four corners of Omotesando’s main crosswalk and Miyashita Park near Shibuya Crossing, the world’s busiest pedestrian crossing.

Retailers activating with MLB merchandise include: ’47, Alpen Group, Atmos Pink, Avirex, AZUL by Moussy, BEAMS, Beauty & Youth United Arrows, BTTF, Fanatics, GR8, Journal Standard, Keboz, Kiddy Land, MadHappy, MilkFed, Murasaki Sports, New Era, Ralph Lauren, Ron Herman, THE CAP and Xebio.

A fan event dedicated to the World Champion Dodgers in Tokyo Node March 5-30 features an immersive experience area.

It includes sights and sounds of Dodger Stadium, an exhibition area including the Shohei Ohtani 50-50 Commemorative Collection, a VR batting cage, photo opportunities, club history areas including their unique connection to Japan, a bobblehead exhibit, and an exhibit dedicated to the 2024 World Series complete with the Commissioner’s Trophy.

The Tobu Railway Limited Express Ryomo will be wrapped in MLB’s red, white and navy blue to celebrate the arrival of the MLB Tokyo Series. The train will continue to run in MLB colors until the end of the year. Trains across three Tobu lines will have the interiors completely wrapped in MLB imagery.

Topps ZeroBase Shibuya Activation March 13-16 is a three-floor interactive experiential fan event.

It houses digital touchscreens in a gamified environment — combining trading cards and memorabilia while telling the story of such iconic Japanese players as Shohei Ohtani, Yoshinobu Yamamoto, Hideki Matsui and Baseball Hall of Fame inductee Ichiro Suzuki.

There is also a full floor of Ohtani memorabilia, including a base from his 50/50 game and a game-used bat from the World Series.

MLB, the Dodgers, Los Angeles Dodgers Foundation, Chicago Cubs and Cubs Charities will host an MLB Together Legacy event int Seicho Special Needs High School March 17. The organizations will make a product donation to the school followed by a baseball clinic with former MLB players who are members of the Commissioner’s Ambassador Program.

Participants expected to join include Baseball Hall of Fame inductee CC Sabathia, MLB Network analyst Harold Reynolds and CAP members Dellin Betances, Dexter Fowler, Jeremy Guthrie, LaTroy Hawkins, Ryan Howard, Adam Jones, Andruw Jones, Jason Kendall, Jed Lowrie, Jimmy Rollins, Shane Victorino and Chris Young.

MLB will host a special coaches’ clinic and workshop featuring Hall of Famer Ken Griffey Jr. in the Tokyo Dome March 17.

Photo: MLB JapanFox Sports and Cosm are partnering to bring the 2025 MLB Tokyo Series in immersive Shared Reality in The Dome at Cosm Los Angeles and Cosm Dallas.

The games will also air in up to 150 movie theaters and venues in Japan, including Giants Town Stadium in Tokyo and  the MLB Tokyo Series Fan Fest Presented by Guggenheim.

The Tokyo Series will be distributed to more than 200 countries and territories and will also be available through MLB.TV outside of the Los Angeles and Chicago areas.

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