How Blue Jays Can Learn From Cubs’ Japan Business Strategy

MLB teams are getting creative in how they connect with fans in Japan. They’re leaning into strategic signings, flashy in-stadium branding, and long-game sponsorships.

The Blue Jays recently amped up their Japanese-language signage during a Dodgers series. That move, especially with NHK’s Japan broadcast in the mix, hints at a wider push to build the franchise’s presence in Japan.

Toronto says Kazuma Okamoto’s four-year, $60 million deal is all about talent evaluation. Still, it’s hard to ignore how this opens up new doors for corporate partnerships in a market where relationships mean just as much as wins.

A blueprint for transforming foreign talent into branding and business opportunities

Look at the Cubs and the Blue Jays. These two teams use different, but equally interesting, strategies for turning Japanese signings into real revenue.

The Cubs’ approach, built around big-name Japanese players and a hands-on, in-person style, shows how broadcast exposure and ballpark experiences can become long-term sponsorships. Toronto seems eager to follow a similar path, but they’re feeling out their own timing and market fit.

Cubs case study: turning Japanese stars into eight significant partnerships

The Cubs sped things up after Seiya Suzuki arrived in 2022 and Shota Imanaga joined in 2024. These signings boosted NHK broadcasts of Cubs games and drew in sponsors like THK.

Cubs execs say that doing business in Japan really comes down to showing up, building trust, and understanding the culture. Their partnership team now travels to Tokyo every quarter and invites clients to Wrigley Field to give them a taste of what the franchise can offer.

Japanese executives who got the Wrigley experience helped the Cubs land eight major Japanese partners—think Daiso, Fujikara, Hi-Chew, and Kinoshita Group. These deals cover everything from broadcast exposure to ballpark signage and hospitality.

But here’s the thing: the Cubs say sponsorship returns don’t show up right after a big signing. Real commercial gains only started to show in 2025, even though the players arrived earlier.

MLB’s Tokyo Series made a huge difference. Playing games in Japan made sponsorship pitches a lot more convincing for Japanese companies.

Blue Jays: a patient, relationship-driven path to Japan

Toronto hasn’t hosted Japanese clients at Rogers Centre yet. They also haven’t launched formal business meetings in Tokyo, but leadership says that’s about to change.

Shawn Shapiro and Marnie Starkman, the executives handling international partnerships, are planning trips to Japan. They want to move these conversations forward in person.

The Blue Jays focus on talent evaluation and long-term branding. They’re not chasing fast revenue, and honestly, that’s probably for the best.

Three main questions drive the Blue Jays’ thinking: How will Okamoto keep performing on the field? Will Japanese broadcasts of their games increase? And can they build business in Japan by taking things slow and building real relationships?

If Okamoto keeps playing well, and broadcasts in Japan pick up, the team’s presence there could grow. Maybe they’ll even follow the Cubs’ lead and land some serious sponsorships and partnerships.

• In-market exposure: More Japanese broadcasts and signage as Okamoto’s success grows.
• Relationship-building cadence: Regular trips to Tokyo, some client hospitality, and real, honest conversations about the long haul.
• Cultural sensitivity: They adjust their communication and proposals to fit Japanese corporate culture.
• Hospitality and activations: Using Wrigley-style experiences in both the U.S. and Japan to turn curiosity into contracts.
• Patience on returns: They know sponsorships can take a while to materialize after signing Japanese players.

 
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