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In the battle of the brands, the Dodgers are strong but Yankees reign supreme

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In the battle of the brands, the Dodgers are strong but Yankees reign supreme

The World Series betting odds might be in the Dodgers’ favor, but when it comes to the battle of the brands, the Yankees have a leg up (sorry, Angelenos).

The Yankees are the highest-valued team in Major League Baseball, with a valuation of $7.6 billion, and its brand is valued at an estimated $1.2 billion, according to an analysis this year from Forbes. The Dodgers are the runner-up, with a $5.5-billion valuation and $1.1-billion brand.

Underscoring and helping to drive the Yankees’ domination on retail shelves and airwaves has been the proliferation of the team’s iconic logo in the cultural zeitgeist, including Jay-Z’s ball cap and a partnership with Gucci. Hollywood frequently gives the franchise free product placement, putting the white-on-navy insignia on characters in movies and television shows, furthering its cultural reach. (The Yankees’ logo was inspired by an interlocking “N” and “Y” design from Tiffany’s in 1877.)

“The Yankees have this status where they’ve transcended baseball,” said Jim Andrews, a Northwestern University sports marketing professor who founded the sports marketing consulting firm A-Mark Partnership Strategies. “You see people wearing that logo all around the world.”

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But don’t count out the Dodgers just yet. The signing of Japanese baseball phenom Shohei Ohtani last year to a 10-year, $700-million contract ignited fan interest around the world, particularly in the baseball-obsessed market of Japan.

That energized fan base has translated into tourism dollars for Los Angeles, as Japanese tourists have descended upon the city — and on Little Tokyo — to watch the Dodgers and Ohtani throughout the season.

Small businesses in Little Tokyo have displayed Dodgers decorations in their windows, and blue-clad visitors, often wearing Ohtani shirts or jerseys, frequently wander the streets. A massive mural of Ohtani, painted by artist Robert Vargas, looms over 1st Street on the side of the Miyako Hotel.

“In terms of the internationalization … they are beating the Yankees right now in the Japanese market through Shohei Ohtani,” said Thilo Kunkel, a professor at Temple University’s school of sport, tourism and hospitality management. The Dodgers are “using international superstars to build their team brand, and they’ve certainly done really well.”

Though the Dodgers are bested by the Yankees in total number of social media followers (12.9 million to 17.6 million), L.A.’s fans engage with the team more on social media, with the Dodgers racking up the most likes, shares, reposts, comments and video views of any team in MLB, according to data from business intelligence firm Kore, which was recently acquired by global marketing agency Two Circles. The 2.3 million new social media followers the Dodgers added this season was tops in the league as well, Kore figures show.

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“The Dodgers really are a story of growth,” said Daniel Foltz, corporate partnerships strategy and data analyst at Kore. “It would have been very easy for them to sign Shohei, get the gift of having the most unique player in baseball, and then just cruise. They have instead done a great job this year of building on it, not letting any of the momentum go to waste.”

There’s history between these two teams. The Dodgers and Yankees have previously met 11 times in the World Series, most recently in 1981, when the Dodgers emerged as champions.

This year’s matchup presents a huge opportunity not only for the teams to boost their brands, but also for Major League Baseball to build on the increased ratings and fan interest it has won in recent years, said Andrews, of Northwestern.

The league’s gains have been helped by the star power of players such as Ohtani and the Yankees’ Aaron Judge, as well as additions such as the introduction of the pitch clock, which has quickened the pace of games.

Though media rights have already been settled for these games, viewership numbers for a matchup like this could give either team more negotiating power for future media rights deals, Kunkel said.

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The Yankees broadcast their regular season games through their team-owned Yankees Entertainment and Sports Network, which is the most-watched regional sports network in the U.S. as of last year. (Amazon and Sinclair Broadcast Group have minority stakes in the network.)

The Dodgers own SportsNetLA, which is distributed by Charter Communications (which operates the Spectrum brand), as part of an $8.35-billion deal struck more than a decade ago. Though nonsubscribers were shut out from Dodgers games for years, Spectrum reached a deal in 2020 to broadcast games on DirecTV and U-Verse. (Other pay-TV operators, such as Cox, are still excluded.)

Having a recognizable and valuable brand is a huge advantage in the sports world, Andrews said.

“The bigger the brand, the more merchandise you’re selling and the more money you’re making,” he said. “If you can do that, it gives you that baseline revenue to build your business off of.”

The Yankees generated $679 million in revenue in 2023, while the Dodgers raked in $549 million, according to Forbes’ calculations.

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This World Series not only represents a battle between two of the league’s storied and successful franchises, but also the nation’s two top media markets — L.A. and New York — which adds to the brand strength of those franchises, said Bryan Harris, founder and chief executive of 25 Hits, a marketing communications firm with sports expertise.

It’s part of how these two brands have transcended the sports sphere and made their way into fashion, lifestyle and pop culture, particularly internationally.

“The baseball cap is, if anything, the American uniform,” said John Thorn, the official MLB historian since 2011. “New York and L.A. have come to symbolize America in distant lands. To be a media capital or a cultural capital is to become a fashion capital.”

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iPic movie theater chain files for bankruptcy

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iPic movie theater chain files for bankruptcy

The iPic dine-in movie theater chain has filed for Chapter 11 bankruptcy protection and intends to pursue a sale of its assets, citing the difficult post-pandemic theatrical market.

The Boca Raton, Fla.-based company has 13 locations across the U.S., including in Pasadena and Westwood, according to a Feb. 25 filing in U.S. Bankruptcy Court in the Southern District of Florida, West Palm Beach division.

As part of the bankruptcy process, the Pasadena and Westwood theaters will be permanently closed, according to WARN Act notices filed with the state of California’s Employment Development Department.

The company came to its conclusion after “exploring a range of possible alternatives,” iPic Chief Executive Patrick Quinn said in a statement.

“We are committed to continuing our business operations with minimal impact throughout the process and will endeavor to serve our customers with the high standard of care they have come to expect from us,” he said.

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The company will keep its current management to maintain day-to-day operations while it goes through the bankruptcy process, iPic said in the statement. The last day of employment for workers in its Pasadena and Westwood locations is April 28, according to a state WARN Act notice. The chain has 1,300 full- and part-time employees, with 193 workers in California.

The theatrical business, including the exhibition industry, still has not recovered from the pandemic’s effect on consumer behavior. Last year, overall box office revenue in the U.S. and Canada totaled about $8.8 billion, up just 1.6% compared with 2024. Even more troubling is that industry revenue in 2025 was down 22.1% compared with pre-pandemic 2019’s totals.

IPic noted those trends in its bankruptcy filing, describing the changes in consumer behavior as “lasting” and blaming the rise of streaming for “fundamentally” altering the movie theater business.

“These industry shifts have directly reduced box office revenues and related ancillary revenues, including food and beverage sales,” the company stated in its bankruptcy filing.

IPic also attributed its decision to rising rents and labor costs.

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The company estimated it owed about $141,000 in taxes and about $2.7 million in total unsecured claims. The company’s assets were valued at about $155.3 million, the majority of which coming from theater equipment and furniture. Its liabilities totaled $113.9 million.

The chain had previously filed for bankruptcy protection in 2019.

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Startup Varda Space Industries snags former Mattel plant in El Segundo

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Startup Varda Space Industries snags former Mattel plant in El Segundo

In an expansion of its business of processing pharmaceuticals in Earth’s orbit, Varda Space Industries is renting a large El Segundo plant where toy manufacturer Mattel used to design Hot Wheels and Barbie dolls.

The plant in El Segundo’s aerospace corridor will be an extension of Varda Space Industries’ headquarters in a much smaller building on nearby Aviation Boulevard.

Varda will occupy a 205,443-square-foot industrial and office campus at 2031 E. Mariposa Ave., which will give it additional capacity to manufacture spacecraft at scale, the company said.

Originally built in the 1940s as an aircraft facility, the complex has a history as part of aerospace and defense industries that have long shaped the South Bay and is near a host of major defense and space contractors. It is also close to Los Angeles Air Force Base, headquarters to the Space Systems Command.

Workers test AstroForge’s Odin asteroid probe, which was lost in space after launch this year.

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(Varda Space Industries)

Varda is one of a new generation of aerospace startups that have flourished in Southern California and the South Bay over the last several years, particularly in El Segundo, often with ties to SpaceX.

Elon Musk’s company, founded in 2002 in El Segundo, has revolutionized the industry with reusable rockets that have radically lowered the cost of lifting payloads into space. Though it has moved its headquarters to Texas, SpaceX retains large-scale operations in Hawthorne.

Varda co-founder and Chief Executive Will Bruey is a former SpaceX avionics engineer, and the company’s spacecraft are launched on SpaceX’s workhorse Falcon 9 rockets from Vandenberg Space Force Base in Santa Barbara County.

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Varda makes automated labs that look like cylindrical desktop speakers, which it sends into orbit in capsules and satellite platforms it also builds. There, in microgravity, the miniature labs grow molecular crystals that are purer than those produced in Earth’s gravity for use in pharmaceuticals.

It has contracts with drug companies and also the military, which tests technology at hypersonic speeds as the capsules return to Earth.

Its fifth capsule was launched in November and returned to Earth in late January; its next mission is set in the coming weeks. Varda has more than 10 missions scheduled on Falcon 9s through 2028.

For the last several decades, the Mariposa Avenue property served as the research and development center for Mattel Toys. El Segundo has also long been a center for the toy industry as companies like to set up shop in the shadow of Mattel.

The Mattel facility “has always been an exceptional property with a legacy tied to aerospace innovation, and leasing to Varda Space Industries feels like a natural continuation of that story,” said Michael Woods, a partner at GPI Cos., which owns the property.

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“We are proud to support a company that is genuinely pushing the boundaries of what’s possible, and are excited to watch Varda grow and thrive here in El Segundo,” Woods said.

As one of the country’s most active hubs of aerospace and defense innovation, El Segundo has seen its industrial property vacancy fall to 3.4% on demand from space companies, government contractors and technology startups, real estate brokerage CBRE said.

Successful startups often have to leave the neighborhood when they want to expand, real estate broker Bob Haley of CBRE said. The 9-acre Mattel facility was big enough to keep Varda in the city.

Last year, Varda subleased about 55,000 square feet of lab space from alternative protein company Beyond Meat at 888 Douglas St. in El Segundo, which it started moving into in June.

Varda will get the keys to its new building in December and spend four to eight months building production and assembly facilities as it ramps up operations. By the end of next year, it expects to have constructed 10 more spacecraft.

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In the future, Varda could consolidate offices there, given its size. Currently, though, the plan is to retain all properties, creating a campus of three buildings within a mile of one another that are served by the company’s transportation services, Chief Operating Officer Jonathan Barr said.

“We already have Varda-branded shuttles running up and down Aviation Boulevard,” he said.

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How Iran War Is Threatening Global Oil and Gas Supplies

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How Iran War Is Threatening Global Oil and Gas Supplies

Ships near the Strait of Hormuz before and after attacks began

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Note: Times shown are in Iran Standard Time. Some ships in the region transmit false positions and others sometimes stop broadcasting their locations, and may not be reflected in the animation. Ships with sparse location data are shown in a lighter shade. Source: Kpler and Spire.

Every day, around 80 oil and gas tankers typically pass through the Strait of Hormuz, the narrow waterway off Iran’s southern coast that carries a fifth of the world’s oil and a significant amount of natural gas.

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On Monday, just two oil and gas tankers appear to have crossed the strait, according to a New York Times analysis of shipping activity from Kpler, an industry data firm. Since then, one tanker passed through.

“It’s a de facto closure,” said Dan Pickering, chief investment officer of Pickering Energy Partners, a Houston financial services firm. “You’ve got a significant number of vessels on either side of the strait but no one is willing to go through.”

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Tankers have been staying away from Hormuz since the U.S.-Israeli attacks on Iran that began on Saturday. A prolonged conflict could ripple broadly across the global economy, threatening the energy supplies of countries halfway around the world and stoking inflation.

International oil prices have climbed 12 percent since the fighting began, trading Tuesday around $81 a barrel, and natural gas prices have surged in Europe and in Asia.

A senior Iranian military official threatened on Monday to “set on fire” any ships traveling through the Strait of Hormuz. Vessels in the region have already come under attack. Several oil and gas facilities have also been struck or affected by nearby shelling, though the damage did not initially appear to be catastrophic.

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Where ships and energy facilities have been damaged

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Note: Damage as of 2 p.m. Eastern time Tuesday. Source: Kpler, Kuwait National Petroleum Company, Saudi Arabian Ministry of Energy, Planet Labs, QatarEnergy, United Kingdom Maritime Trade Operations and Vanguard Tech.

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A fire broke out Tuesday at a major energy hub in Fujairah, United Arab Emirates, from the falling debris of a downed drone, the authorities said. On Monday, Qatar halted production of liquefied natural gas, or fuel that has been cooled so that it can be transported on ships, after attacks on its facilities.

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Facilities at Ras Tanura oil refinery in Saudi Arabia were on fire on Monday after two Iranian drones were intercepted, according to Saudi Arabia’s Ministry of Energy, causing fragments to fall. Vantor

The sharp reduction in tanker traffic is reducing the supply of oil and gas to world markets, pushing up prices for both commodities. And the longer that ships stay away from the Strait of Hormuz, the less oil and gas get out to the world, which could raise prices even more.

Shipping companies have paused their tankers to protect their crew and cargo, and because insurance companies are charging significantly more to cover vessels in the conflict area.

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On Tuesday, President Trump said that “if necessary,” the U.S. Navy would begin escorting tankers through the strait. He also said a U.S. government agency would begin offering “political risk insurance” to shipping lines in the area.

In addition to tankers, other large vessels regularly go through the strait, including car carriers and container ships. In normal conditions, nearly 160 make the trip each day.

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Some ships in the region turn off the devices that broadcast their positions, while others transmit false locations — making it hard to give a full picture of the traffic in the strait.

The Shiva is a small oil tanker that has repeatedly faked its location, according to TankerTrackers.com, which tracks global oil shipments. It is suspected of carrying sanctioned Iranian oil, according to Kpler. The Shiva was one of the two tankers that crossed the strait on Monday.

The oil and gas that typically move through the strait come from big producing countries like Saudi Arabia, Iraq, Iran and United Arab Emirates, and are exported around the world.

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Where tankers moving through the Strait have traveled

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Note: Tanker paths are since Jan. 1 and include all tankers and gas carriers. Source: Kpler and Spire.

In 2024, more than 80 percent of the oil and gas transported through the Strait of Hormuz went to Asia. China, India, Japan and South Korea were the top importers, according to the U.S. Energy Information Administration.

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Countries have energy stockpiles that could last them into the coming months, but a continued shutdown of the strait could damage their economies.

Several big disruptions have roiled supply chains in recent years, but the tanker standstill in the Strait of Hormuz could have an outsize impact.

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