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An executive from an advertising agency, Mr. A, who has met with us many times for interviews, seemed unusually excited this time. The reason soon became clear. He handed the reporters a list where at the top was written “Shohei Ohtani, 900 million yen.”

“I’ve been in this job for a long time, but I’ve never seen an amount like this. I think it’s the highest amount in Japanese commercial history,” said Mr. A.

Ohtani, who signed the highest-ever contract in professional sports history with the Dodgers for 10 years and 104 billion yen, also has an extraordinary commercial contract fee.

“The primary factor in determining an athlete’s commercial contract fee is the amount of news coverage. What Japanese people most expect from athletes is ‘performance abroad.’ If they perform well, the media reports extensively, but if they struggle, the news coverage drastically decreases. Golf has fewer broadcasts of international tournaments for both men and women, and winter sports have a short season. On the other hand, baseball has many broadcasts, a large number of games, and a long season. Athletes carry positive images such as ‘refreshing,’ ‘effort,’ ‘challenge,’ and ‘health.’ Elements like ‘valuing family,’ ‘international media praise,’ and ‘providing inspiration,’ which are fostered by daily news, create ‘empathy.’ Considering the massive amount of news reported almost daily about Ohtani, a high commercial contract fee is understandable,” said an advertising analyst.

The following list is a compilation of the latest annual CM contract fees based on exclusive data obtained by FRIDAY, compiled through interviews with advertising agencies and major talent agencies.

The amounts listed are market rates used as the basis for negotiations, and the prices may vary depending on the contract terms.