Shohei Ohtani Set to Earn $100 Million in Endorsements by 2025: A Deep Dive into His Surprising Deals

Shohei Ohtani, the Los Angeles Dodgers’ two-way superstar, is not just rewriting baseball history with his on-field heroics—he’s also redefining what it means to be a global sports icon off the field. As of March 22, 2025, Ohtani is projected to earn a staggering $100 million in endorsement deals alone this year, a figure that places him among the most marketable athletes in the world. This milestone, reported by Sportico, marks a historic moment for Major League Baseball (MLB), as no player in the league’s history has ever reached this threshold in endorsement earnings. Let’s explore the details of Ohtani’s jaw-dropping endorsement portfolio, the brands behind his success, and why these deals might surprise you.

The Rise of a Global Superstar

Shohei Ohtani’s journey to becoming a $100 million endorsement earner began long before his record-breaking $700 million contract with the Dodgers in 2023. Born in Iwate, Japan, in 1994, Ohtani first gained prominence as a two-way player with the Hokkaido Nippon-Ham Fighters in Japan’s Nippon Professional Baseball League. His rare ability to excel as both a pitcher and a hitter drew comparisons to Babe Ruth, and by the time he joined the Los Angeles Angels in 2018, Ohtani was already a sensation in his home country.

Ohtani’s MLB debut only amplified his global appeal. He won the American League Rookie of the Year in 2018 and the AL MVP in 2021 and 2023, showcasing his unparalleled talent. His move to the Dodgers in 2023, followed by a World Series victory in 2024, cemented his status as a global icon. But what truly sets Ohtani apart is his marketability. In 2023, Forbes estimated his endorsement earnings at $60 million, a figure that jumped to $65 million in 2024. Now, in 2025, Ohtani has shattered expectations by reaching the $100 million mark, a feat previously achieved by only three athletes—Tiger Woods, Roger Federer, and Stephen Curry—each just once in their careers.

Why Ohtani’s Endorsement Earnings Are Unprecedented

Ohtani’s $100 million in endorsement earnings is a game-changer for MLB. Historically, MLB players have lagged behind their counterparts in the NFL, NBA, and global soccer in terms of off-field earnings. Before Ohtani, the highest endorsement earnings for an MLB player peaked at around $10 million, a record held by legends like Derek Jeter and Ichiro Suzuki. Ohtani’s earnings are not just a new benchmark—they’re a seismic shift, outpacing the next-highest MLB earner, Bryce Harper, who makes $7 million in endorsements, by a staggering $93 million.

This disparity can be attributed to Ohtani’s unique position as a global ambassador for baseball. His appeal spans continents, particularly in Japan, where he’s a national hero, and in the U.S., where his on-field dominance has made him a household name. During the 2024 World Series, viewership in Japan averaged 15 million for the first two games—about 12% of the country’s population—highlighting his massive influence. Ohtani’s ability to bridge cultures, combined with his record-breaking performances, like his 50-50 season (50 home runs and 50 stolen bases) in 2024, has made him a magnet for brands worldwide.

The Surprising Details of Ohtani’s Endorsement Deals

Ohtani’s endorsement portfolio is as diverse as his skill set, featuring partnerships with both Japanese and American brands. Here’s a closer look at some of the most surprising deals that have contributed to his $100 million haul in 2025:

1. New Balance: A Long-Term Apparel Deal
   Ohtani signed a multi-year footwear and apparel deal with New Balance in 2023, a partnership that has become one of his most lucrative. Unlike typical athlete endorsements, this deal includes Ohtani wearing New Balance gear on the field, a rare commitment for an MLB player. The brand’s investment in Ohtani paid off when he led the Dodgers to a World Series title in 2024, boosting New Balance’s visibility. What’s surprising is the scale of the deal—estimated to be worth tens of millions annually—making it one of the largest apparel contracts in MLB history.
2. Fanatics and Topps: Memorabilia and Trading Cards
   Ohtani’s partnership with Fanatics and Topps has been a goldmine, especially after his 50th home run ball sold at auction for a record $4.3 million in 2024. Fanatics struck an exclusive multiyear memorabilia deal with Ohtani in 2021, and Topps has capitalized on his popularity with limited-edition trading cards. What’s surprising here is the sheer demand for Ohtani-related merchandise—his jerseys set a record for the most sold in 48 hours after signing with the Dodgers, outpacing even NFL and NBA stars.
3. Japanese Brands: Seiko, Kose, and Japan Airlines
   Ohtani’s ties to Japanese brands like Seiko (watches), Kose (cosmetics), and Japan Airlines reflect his deep connection to his home country. These deals are surprising because they highlight Ohtani’s appeal in industries not typically associated with athletes. For instance, Kose, a cosmetics company, partnered with Ohtani to target male consumers, a bold move that paid off with a surge in sales. Japan Airlines, meanwhile, uses Ohtani’s image to promote international travel, capitalizing on his global fanbase.
4. Porsche Japan: A Luxury Brand Ambassador
   In August 2022, Ohtani became a brand ambassador for Porsche Japan, a deal that raised eyebrows due to its luxury focus. Ohtani’s association with Porsche is surprising because it positions him as a lifestyle icon, not just a sports figure. The deal reportedly includes promotional campaigns and appearances, adding a significant chunk to his endorsement earnings.
5. MLB The Show and Nintendo: Gaming and Entertainment
   Ohtani’s role as the cover athlete for MLB The Show 22 in 2022, along with his appearance in a Nintendo Direct promotional video, marked his entry into the gaming world. What’s surprising is how these deals have expanded his reach to younger audiences, a demographic MLB has struggled to engage. His involvement in gaming endorsements has continued to grow, contributing to his 2025 earnings.
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The Dodgers Effect: How Ohtani’s Move Boosted His Marketability

Ohtani’s move to the Dodgers in 2023 was a turning point for his endorsement earnings. While he was already earning $50 million annually with the Angels, his visibility skyrocketed after joining one of MLB’s most storied franchises. The Dodgers’ proximity to Japan and their history with Japanese players like Hideo Nomo made them an ideal fit for Ohtani’s brand. In 2024 alone, Ohtani helped the Dodgers secure 12 new sponsorship deals with Japanese-based partners, generating $70 million in incremental revenue, according to Forbes.

Ohtani’s $700 million contract with the Dodgers, which includes $680 million deferred until 2034, also played a role in his endorsement success. By accepting just $2 million annually in salary, Ohtani gave the Dodgers financial flexibility to build a championship-caliber team, a move that paid off with the 2024 World Series win. This selflessness only enhanced his appeal to brands, who see him as a team-first superstar with global reach.

What’s Next for Ohtani?

As Ohtani continues to dominate on the field—he’s the reigning NL MVP and a favorite for the 2025 award—his endorsement earnings are likely to grow even further. With nine years left on his Dodgers contract, Ohtani has the potential to win more championships, further boosting his marketability. Brands in tech, fashion, and even entertainment are reportedly lining up to partner with him, and his $100 million milestone may soon be surpassed.

Shohei Ohtani’s $100 million in endorsement earnings in 2025 is a testament to his unparalleled talent and global appeal. From luxury cars to video games, his diverse portfolio reflects a new era for MLB players, one where off-field earnings can rival those of NBA and soccer stars. As Ohtani continues to break barriers, both on and off the field, his legacy as a global icon is only just beginning.