Superstars Really Are Scarce: Shohei Ohtani and Baseball Attendance

We estimate the superstar effects in Major League Baseball, focusing on a particularly unique international athlete, Shohei Ohtani, using a fixed effects panel regression with multiway clustering. Ohtani's scarce talent as both a pitcher and a hitter provides the potential to have outsized influence on demand at home (superstar effect) and away (superstar externality) games, providing new marketing opportunities for the league. We compare Ohtani's impact on attendance with other top pitchers, particularly after large attendance drops attributed to the COVID-19 pandemic, suggesting that his superstardom played a key role in bringing fans back to baseball games. Results revealed a large attendance externality, especially after the pandemic, that increased away attendance by up to 40% in 2021 specifically (and up to 20% overall). We propose that Ohtani provides an opportunity for Major League Baseball to leverage a recognizable face of baseball and leverage superstar value that was previously shown to be in decline.