Chicago White Sox, a Major League Baseball team, has been increased its exposure in Japan since Japanese player Munetaka Murakami since he joined the team in this season. Taking it as an tourism opportunity, the team and the Illinois Office of Tourism are making efforts to attract Japanese tourists to Chicago and Illinois.
Brooks Boyer, Executive Vice President, Chief Revenue & Management Officer at White Sox, visited Japan in April 2026 to discuss exploitation of the Japanese market with major Japanese travel agents and airlines.
MLB is one of the big motivations for Japanese people to visit U.S. today, spurred by the remarkable success of Los Angeles Dodgers superstar Shoei Otani. Boyer, who has visited Japan three times, said that he understands how baseball culture means to Japanese people.
Boyer met major Japanese travel agents, Japan Association of Travel Agents (JATA) and Japanese airlines to look for chances to send more Japanese people to Chicago including White Sox games. He said, “We will support the travel industry of Japan, providing packages including special experiences for group travelers.”
As Chicago has another MLB team, Chicago Cubs, where two Japanese players play now, the Illinois Office of Tourism plans to create tours combined White Sox and Cubs games.
Cubs is a rival team of White Sox, but Boyer said that having two teams in Chicago is a big merit to attract Japanese travelers. White Sox has discussed with Cubs about a possible partnership, he added. The Illinois Office of Tourism is supporting the future plan.
Brooks Boyer, Executive Vice President, Chief Revenue & Management Officer at White Sox
