Skift Take
Shohei Ohtani’s move to the Los Angeles Dodgers has elevated his status as a star among Japanese baseball fans eagerly waiting to witness him play live, as long as a potential gambling scandal does not disrupt his two-time MVP career.
Shohei Ohtani is arguably the biggest star in MLB and Japan’s most popular athlete: He has twice been named the American League’s MVP and has now transferred to the Los Angeles Dodgers, one of MLB’s premier brands and valuable franchises.
Ohtani’s move could potentially increase tourism from Japan to the United States, as long as he avoids any suspension due to his involvement in a gambling scandal that emerged at the beginning of the MLB season.
JTB, Japan’s largest travel agency, has noted a strong demand from Japanese fans to witness Ohtani represent the Dodgers. The company, which established a multi-year international partnership with MLB in late January, provided travel packages for the two-game season-opening series in Seoul, South Korea between the Dodgers and the San Diego Padres in March.
JTB’s Branding and PR Manager Kaori Mori chose not to disclose the number of packages sold. However, due to high demand, JTB had to conduct a lottery.
JTB has previously assisted Japanese baseball fans in traveling to the U.S. to see other baseball icons like Ichiro Suzuki, Hideki Matsui, and Yu Darvish. Yet, it had not formally cooperated with MLB until now. JTB will offer travel packages to Ohtani’s regular season games, including flights, hotel accommodations, tickets, and even an opportunity for fans to watch batting practice.
“JTB is dedicated to promoting the sports hospitality business on a global scale, and MLB aims to expand its global reach. Hence, our objectives are aligned,” Mori stated, adding that JTB and MLB had been in discussions regarding an international partnership for eight years.
Ohtani Boost For Anaheim
Los Angeles tourism officials also recognize the importance of Ohtani. LA Tourism featured his debut with the Dodgers as part of its “The Best of LA in 2024.”
Ohtani has already positively impacted tourism in the Los Angeles area during his time with the Angels, who play their home games in Anaheim in neighboring Orange County.
Approximately 157,000 Japanese tourists visited Anaheim during Ohtani’s rookie season in 2018, marking a 4% increase from the previous two years, as per Lindsay Swanson, Visit Anaheim‘s communications director.
“International markets like Japan may mistake Anaheim for being part of Los Angeles County rather than Orange County. Ohtani’s presence with the Angels boosted name recognition for Anaheim in Japan,” Swanson asserted, mentioning that Japanese travelers often explore multiple locations while in California.
“When Ohtani played for the Angels, it attracted more Japanese visitors to add Anaheim to their California itinerary. Japanese tourists now explore beyond the theme parks to visit Angel Stadium, local restaurants, and breweries, contributing to local businesses and showcasing other parts of Anaheim.”
Rise of Sports Tourism
An increase in tourism linked to Ohtani aligns with the growth of sports tourism. A survey conducted by Visit Anaheim of 2,000 adults last year revealed that 35% had planned vacations based on their favorite team’s game schedule.
“Although this survey was U.S.-based, we believe the results reflect a global trend in the rise of sports tourism,” Swanson stated.
Bloomberg recently reported a doubling in the number of people subscribing to the MLB.tv streaming service in Japan since Ohtani’s MLB debut. Additionally, the average TV viewership in Japan for Ohtani’s games is nearly three times higher compared to games where he doesn’t play.
Some Japanese fans are interested in attending Ohtani’s games outside of Los Angeles. Fumihide Oda, an executive from a Hokkaido-based confectionery company, expressed to the New York Times his plans to take his family to watch Ohtani and the Dodgers play in Oakland this August, believing it would be easier to secure tickets compared to Dodger Stadium.
Possible Impact of a Gambling Scandal
One potential factor that could affect Ohtani’s popularity on both sides of the Pacific and raise concerns about a suspension is the scandal involving Ohtani and his former interpreter, Ippei Mizuhara.
The Dodgers terminated Mizuhara during the season-opening series in Seoul after ESPN reported allegations that Ohtani’s lawyers accused the interpreter of embezzling at least $4.5 million to cover a gambling debt to a bookmaker under federal investigation. MLB has initiated its investigation, with Commissioner Rob Manfred indicating uncertainty about the duration of the process.
Ohtani has refuted accusations of betting on sports. Any MLB players, umpires, officials, or employees found guilty of betting on games they’re not involved in could face a one-year suspension, while those betting on games they are involved in may receive a lifetime ban.
Mori appears unfazed by the controversy’s potential impact on business, noting that individuals who never considered traveling to the U.S. for a baseball game are now contemplating doing so.
“Japanese people adore baseball and are proud of Ohtani’s achievements,” Mori remarked.
