Shohei Ohtani and the Rise of MLB’s Multi-National Brand
The Major League Baseball front office is no doubt celebrating a Yankees/Dodgers World Series match-up for one reason: Shohei Ohtani.
Shohei Ohtani symbolizes the increasingly multi-cultural, multi-national nature of the MLB brand, which is good for MLB. With roughly 28% of its players being non-U.S., MLB has long benefited from the excitement brought by international stars. For decades, non-U.S. players have injected more excitement and appeal to the game, including numerous Latin American stars such as Fernando Valenzuela who have been standouts on the field and popular off the field. If you followed MLB in the 1980s, you understand the meaning of “Fernandomania” after Valenzuela rocketed to fame. He was more than a star. He was a celebrity.
The Rise of Japanese Stars in Major League Baseball
In the 21st Century, the influx of popular Japanese players in particular has captured the imagination of American fans. Ichiro Suzuki, who accumulated 3,000+ hits over the course of his 19-year career, is one notable example among many. Shohei Ohtani has arguably eclipsed every MLB player in popularity and impact today. He is a formidable threat behind the plate, on the base paths, and on the mound, which is almost unheard of in MLB. In 2024, he became the first MLB player in history to hit 50 home runs and steal 50 bases in a single season. In a poll conducted by The Athletic, 46% of MLB players voted Ohtani as the best player in baseball. (The 2023 National League MVP and Venezuelan Ronald Acuña Jr. came in second with 26.5% of the vote.)
Ohtani was voted as a starter for the 2024 MLB All-Star Game and was the leading vote-getter at his position, reflecting his strong fan support. When he achieved the milestone of entering the 50/50 club, MLB posts related to this event generated an impressive 98.4 million impressions on X within a 24-hour period. More importantly, Ohtani’s jersey was the top seller in 2024, translating fan popularity into revenue
MLB’s International Efforts vs. the NFL’s Global Strategy
Contrast MLB with the NFL. The NFL is strong, influential American brand that has become more popular outside the United States. But that doesn’t mean the NFL is a multi-national brand. The league’s composition of non-U.S. players remains roughly 5%depending on which estimates you follow.
At the same time, the NFL is doing a better job than MLB to export its popularity outside the United States. To be sure, MLB is on the case, including playing regular season games abroad. In particular, MLB has frequently organized games in Mexico, including in Monterrey and Mexico City. These games serve to engage the passionate baseball fanbase in Mexico, where baseball is a major sport.
MLB has also struck broadcast deals that allow fans outside North America to watch game; has leaned into social media to create global visibility; and has collaborated with local baseball leagues and associations to develop baseball in countries like the Dominican Republic, Mexico, and Japan. These partnerships include support for youth leagues and player development programs, which help create a stronger local talent pool and grow the sport’s fanbase.
Meanwhile, the NFL has built a well-oiled global machine. The NFL is reportedly seeking a billion-dollar international broadcasting deal to support the league’s global expansion. A billion dollars sounds like small change given that one of the world’s most powerful brands has already accumulated $111 billion in rights deals over 11 years. But the league is proceeding carefully.
The NFL has already exported American football through the International Series, which features marquee games in cities ranging from London to Mexico City. Meanwhile, the league has steadily built a global fan base by doing what the NFL does best: build loyalty through fan engagement.
The NFL’s Growth in the United Kingdom: A Case Study
Let’s look at the United Kingdom, for example. According to Nielsen, the NFL’s fan base in the UK has jumped by 49% since 2021. That’s an addition of 2.8 million fans in three years. Nielsen says that American football is the fastest growing sport in the U.K. Nielsen attributes the growth to a combination of factors beyond the quality of the on-the-field play (which, let’s face it, can vary greatly).
The NFL uses social media to highlight players’ personalities and their lives off the field. This “helmets off” strategy helps attract casual fans who may not be familiar with the intricacies of American football.
The NFL also relies on community outreach. For example, The NFL Foundation UK provides NFL Flag training and resources to community organizations across major cities such as London, Birmingham, Greater Manchester, and Leeds. These programs are designed to engage youth in underserved areas. They promote physical health, mental well-being, and community-building.
To become a more multi-national brand, the NFL needs a break-out non-American star like Shohei Ohtani. The league is trying to change that. The NFL Player Pathway Program gives non-U.S. athletes (in the U.K. and beyond) opportunities to join NFL teams, which, generates more interest in the sport at a grassroots level. Over time, this program should engage more non-U.S. fans with American teams and expose American audiences to international talent.
To qualify, athletes must primarily reside outside the United States and Canada, have limited U.S. high school experience, and meet all standard NFL eligibility requirements. The program has successfully integrated international players into the NFL, with several participants making it to active rosters.
If the Pathway Program succeeds, the NFL should become a more interesting and exciting game, as the integration of international athletes into professional baseball, basketball, and hockey has done for those sports.
Over time, this program should get more non-U.S. fans engaged in American teams, too. As the NFL levels up its overseas expansion, the Pathway Program will become even more important.
The 2024 World Series: A Symbol of MLB’s Past and Future
For now, all eyes are on the 2024 World Series, which will also feature one of the most storied rivalries in sports, going back to the days when the Dodgers were based in Brooklyn. The match-up will symbolize both tradition and the multi-national future of Major League Baseball.
