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Dodger Stadium has a new name—well, part of it, at least. It’ll look the same on Google Maps or freeway signs and even as you first pull through the parking gates. But once you’re inside Chavez Ravine, you’ll start to spot the changes.
Baseball games will now take place on Uniqlo Field at Dodger Stadium. The Japanese clothing brand struck a deal with the Dodgers for the naming rights to the field—literally the grass and dirt parts of the stadium—as well as additional signage across the venue. But notably, the stadium name itself has not changed: It’s still just Dodger Stadium, and you can feel pretty confident that’s what most Angelenos will continue to call it.
So… what does that actually mean if you’re attending a game? I was invited to an unveiling of the field name on Wednesday, and depending on where you’re looking the changes can be subtle—after all, like most MLB stadiums, there’s already plenty of oversized advertising. The top deck tower high above home plate now has a Uniqlo emblem tucked beneath the Dodgers logo. The facade below the press box that once simply said “Welcome to Dodger Stadium” now says “Welcome to Uniqlo Field at Dodger Stadium,” with a red Uniqlo logo to the left of the brand name. The grass along the first and third base lines now promotes the partnership. And, at least during my preview, much of the digital signage around the stadium was set to sport the full field name.
The most noticeable change, by far, is the can’t-miss-it red “Uniqlo Field” sign above the batter’s eye, the all-black area above the center field fence. This applies to both inside and outside the playing area: The double-sided sign is also visible from the concessions in the center field plaza, as well as—depending on your exact viewing perspective—from the parking lots and security screening areas behind center field. But again, this is a stretch of the stadium that’s already lined with hexagonal advertising.
Otherwise, though, this is the stadium you know and love (which now also boasts a “back-to-back world champions” graphic at the end of left field). And this renaming situation isn’t nearly as dramatic as, say, the switch from Staples Center to Crypto.com Arena. Instead, it’s a very similar setup to the Coliseum, where football takes place on the United Airlines Field at the Los Angeles Memorial Coliseum, or the Hollywood Bowl, where performances now grace the John Williams Stage.
The Dodgers’ popularity in Japan has been booming thanks to its trio of Japanese superstars (Shohei Ohtani, Yoshinobu Yamamoto and Roki Sasaki) so it’s certainly not a shocking brand alignment. Uniqlo already has over a dozen stores in the greater L.A. area, and the retailer plans on playing up its new Dodgers partnership at select locations. As for the stadium itself, Uniqlo is slated to host its first event on June 21, when fans in attendance will receive items from its LifeWear line.