Dodgers and Kosé Deepen Alliance: A Multi-Year Partnership to Elevate Fan Experience and Global Brand Reach

The Los Angeles Dodgers and Kosé Corporation have announced a significant extension of their multi-year partnership, a clear testament to the synergy and mutual benefits experienced since their initial collaboration. This expanded agreement signals a deepened commitment from both the venerable baseball franchise and the Tokyo-based personal care giant, promising an enhanced fan experience at Dodger Stadium and a broader global footprint for Kosé’s esteemed brands. The partnership, which initially began in May 2024, has swiftly evolved into a highly complementary relationship, bolstered by the Dodgers’ remarkable success, including their 2024 World Series championship, and the significant presence of global superstar Shohei Ohtani.

At the heart of this renewed alliance are innovative elements designed to engage fans and weave Kosé more deeply into the fabric of Dodger baseball. Dodger Stadium will now feature exciting scoreboard flash features, celebrating Shohei Ohtani’s prodigious home runs and the thrill of walk-off victories. These dynamic visual cues will instantly connect moments of peak excitement on the field with Kosé’s prominent branding, creating memorable associations for the legions of Dodger fans. Furthermore, the agreement opens new avenues for fan interaction, with opportunities to purchase Kosé products directly within Dodger Stadium, making premium personal care accessible to attendees. A particularly anticipated new initiative is a sponsored trading card giveaway, likely to feature Dodgers players, including Ohtani, in the now-famous “DECORTÉ pose,” a celebratory gesture popularized by Ohtani and his teammates, inspired by his commercial for Kosé’s high-prestige skincare line, Decorté. This organic player celebration, born from a marketing campaign, perfectly encapsulates the authentic integration of the partnership.

Lon Rosen, Executive Vice President and Chief Marketing Officer for the Los Angeles Dodgers, articulated the franchise’s enthusiasm for the extended partnership. He emphasized the “exceedingly complementary” nature of the relationship, stating that extending it “farther into the future” was a “no-brainer” for both parties. Rosen also highlighted the unique benefit derived from the player celebrations inspired by Ohtani’s Decorté commercial, underscoring how genuine engagement can elevate a sponsorship beyond traditional advertising. This sentiment reflects the Dodgers’ strategic vision of forging partnerships that resonate not just commercially, but also culturally, with their vast and passionate fan base.

Kosé Corporation, founded in 1946, has a rich history of manufacturing and marketing a diverse range of specialty and everyday cosmetics. The company’s portfolio spans from unique, high-value exclusive products, particularly within its high-prestige and prestige brands like Decorté, to more inexpensive and affordable cosmetaries (a term coined by Kosé combining “cosmetics” and “toiletries”). This broad appeal positions Kosé to connect with a wide demographic, aligning with the Dodgers’ diverse fan base. The partnership with a globally recognized sports franchise like the Dodgers serves as a powerful platform for Kosé to expand its brand identity into new markets, particularly in North America, and to reach a global audience across all genders and generations, a key pillar of Kosé’s mid-to-long-term vision, “Vision for Lifelong Beauty Partner – Milestone 2030.”

The strategic placement of Kosé messaging has already been a prominent feature throughout the current season, with significant visibility on DodgerVision and strategic product placement within Dodger Stadium. This consistent presence ensures that Kosé’s brand remains top-of-mind for attendees, while the new elements of the extended agreement promise even deeper engagement and recognition. The availability of Kosé’s Decorté Liposome series at three official team stores within Dodger Stadium – Right Field, Left Field, and Top of the Park – marks a significant step in making their premium products directly accessible to fans on game days and non-game days alike. This move further blurs the lines between a traditional sports sponsorship and a direct consumer experience, creating a unique retail environment.

The Dodgers’ commitment to a tradition of pride and excellence, reflected in their eight World Series championships and 25 National League pennants, makes them an ideal partner for a brand like Kosé that emphasizes quality and prestige. As baseball’s 2024 World Champions and an ESPN Sports Humanitarian Team of the Year, the Dodgers are not just a winning team; they are a cultural institution with the highest cumulative fan attendance in Major League Baseball history. Their dedication to a first-class, fan-friendly experience at Dodger Stadium and strong community partnerships further enhances the appeal of a collaboration with a company focused on enhancing everyday lives through beauty and well-being.

The initial partnership between the Dodgers and Kosé was one of several key agreements the Dodgers signed with Japanese companies following the blockbuster additions of Shohei Ohtani and Yoshinobu Yamamoto to their roster. These strategic alliances have significantly increased the team’s commercial appeal in Japan, while also providing Japanese brands with unparalleled exposure in the lucrative U.S. market. The success of these early collaborations, particularly with Kosé, has laid the groundwork for this expanded and more ambitious multi-year agreement. The “DECORTÉ pose,” a genuine player-led celebration, exemplifies the authentic cultural bridge that has been built through this partnership, transcending mere advertising to become an embedded part of the team’s identity.

Beyond the visibility at Dodger Stadium, Kosé’s products are also available through its e-commerce site, select department stores, and increasingly, through platforms like Amazon via Saks Fifth Avenue, illustrating a comprehensive retail strategy that complements their sports marketing endeavors. This multi-channel approach ensures that the brand awareness generated through the Dodgers partnership translates into tangible consumer access and sales. The ongoing investment in partnerships like this highlights Kosé’s global growth ambitions and its commitment to becoming a lifelong beauty partner for consumers worldwide.

The longevity and expansion of this partnership underscore a mutual understanding of shared values: excellence, innovation, and a commitment to enriching the lives of their respective audiences. For the Dodgers, it reinforces their status as a global brand, attracting premier partners who recognize the immense marketing power of their franchise and its star players. For Kosé, it provides an unprecedented platform to connect with a diverse and highly engaged audience, leveraging the emotional connection fans have with their favorite team and players. As the Los Angeles Dodgers continue to pursue winning baseball and provide an unparalleled fan experience, their extended partnership with Kosé Corporation will undoubtedly play a pivotal role in achieving both their commercial and community objectives, solidifying a win-win scenario for years to come.