Fanatics rakes in record sales during MLB Tokyo Series

In March 2025, Japan hosted the MLB Tokyo Series, which effectively marked the beginning of the Major League Baseball season for that year. In this two-game series, the Los Angeles Dodgers faced off against the Chicago Cubs at the iconic Tokyo Dome. The Dodgers, with their lineup featuring prominent Japanese players such as Shohei Ohtani, Yoshinobu Yamamoto, and Roki Sasaki, achieved a clean sweep of the series, with their performance considerably overshadowing that of the Cubs. The Cubs fielded pitcher Shota Imanaga in the initial game, alongside outfielder Seiya Suzuki, but were unable to secure a win. Across Japan, 25 million viewers tuned in for the first game, demonstrating the series' immense popularity and the strong fan engagement in the region. In conjunction with the series, merchandise sales surged, as Fanatics launched a special line of fan gear and trading cards. This event resulted in an unprecedented revenue of $40 million, making it the highest sales-generating event in the company’s history. During the series, over 200,000 fans adorned the Fanatics-operated MLB Official Stores set up in Tokyo, which required a staggering 140 operational registers to accommodate the high volume of sales. Collectible trading cards, especially those featuring the signatures of players like Murakami and Ohtani, were extremely in demand, often selling out quickly at the various pop-up locations. This event solidified the baseball culture and market in Japan, showcasing the success of the partnership between MLB and local fans. Overall, the Tokyo Series not only celebrated the sport but also highlighted the financial potential of merchandise in engaging a dedicated fanbase.