Baseball has always been America’s game, with its biggest stars proudly homegrown. But in 2024, the script got a major rewrite. A Japanese sensation didn’t just outperform his American rival—he left him eating dust in the business world, too. Shohei Ohtani isn’t just collecting MVPs; he’s redefining what it means to be a global sports icon. While Aaron Judge remains a Bronx fan favorite, Ohtani has skyrocketed into a league of his own—on the field, at the bank, and in the boardroom—shattering records and cashing in like never before.
Sportico’s latest reports indicate that Shohei Ohtani earned $72.5 million in 2024, with $70 million attributed to endorsements alone. Judge? He secured $7 million in sponsorship deals—a standard amount for most athletes but considerably less than what Ohtani amassed in total earnings. The discrepancy between the two athletes’ incomes verges on the absurd.
Why is Shohei Ohtani cashing in like no one else?
According to Ismael Hernández de Dios of AlBat.com Ohtani’s marketability defies convention. Most elite baseball players rely on their on-field salaries for the bulk of their income, with endorsements serving as a nice supplement. But Shohei Ohtani’s situation is completely flipped. Thanks to his unparalleled two-way dominance, he’s not just a baseball player—he’s a global phenomenon.
For decades, U.S. athletes dominated the endorsement game. Michael Jordan, LeBron James, and Tom Brady set the standard for global sponsorship deals. But Shohei Ohtani’s emergence signals a shift—baseball’s most bankable star is no longer American.
Judge, for all his power and charisma, plays in a market that once made Derek Jeter the face of the sport. Yet, in today’s game, even the Yankees brand isn’t enough to bridge the endorsement gap. Baseball’s global appeal is growing, and Ohtani sits at the center of that expansion.
For American baseball stars to close the endorsement gap, they need to think beyond traditional U.S.-centric branding. The era of representing a top-league team and anticipating popularity has ended. Athletes such as Judge, Mookie Betts, and Bryce Harper now need to interact with international markets, especially in Asia, to tap into baseball’s strong’s thrive. This involves forging alliances with strategic companies taking part in off-season trips and using social media in a manner that goes beyond their domestic fan base.
Another key factor is uniqueness. Shohei Ohtani’s two-way dominance gives him an edge, but American stars can carve out their own identities. Whether it’s Judge’s power-hitting or Betts’ all-around excellence, players need a clear narrative that distinguishes them from the pack. Additionally, aligning with causes or movements that resonate globally—like sustainability, youth sports, or technology—could help them connect with broader audiences. The opportunity is there, but it requires effort beyond the ballpark.
In essence, if American players want to compete, they must expand their reach beyond U.S. borders and redefine their marketability in an evolving sports landscape.
How do you think they can adapt and seize the global spotlight, or has Shohei Ohtani permanently changed the game?
