TOTO, the Japanese bathroom fixture manufacturer, launched its first Major League Baseball sponsorship on July 26 with a Chicago White Sox bobblehead giveaway. The promotion was inspired by infielder Munetaka Murakami’s first major league home run.
The first 15,000 fans at Guaranteed Rate Field received a bobblehead celebrating the milestone, presented by TOTO.
Murakami, who joined the White Sox this season, requested a bidet in the clubhouse to keep a routine from his home country. The team contacted TOTO, one of the world’s leading manufacturers of bathroom fixtures and fittings, with approximately $4.8 billion in annual net sales.
That request led to a full clubhouse installation of TOTO’s Washlet bidet seats. The partnership grew beyond the locker room, with TOTO setting up a mobile showroom outside the stadium on game day.
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Fans tested the bidet technology before entering. In-game LED signage and the bobblehead giveaway highlighted the brand. The mobile exhibit also featured the Aurora Washlet+ Bidet Toilet, which includes TOTO’s Integravity flushing system.
A sponsorship built on daily habits
TOTO presented the partnership as an extension of its global reputation for bathroom innovation. The company has sold over 70 million Washlet units since introducing the product more than 40 years ago.
“At TOTO, innovation begins with understanding how people live, work and care for themselves every day,” said Taro Muroi, CEO of TOTO USA. “We were honored to install TOTO Washlet bidet seats in the Chicago White Sox clubhouse, be part of the team’s daily preparation and showcase our commitment to excellence.”
The White Sox saw the collaboration as a way to improve fan engagement. Brooks Boyer, the team’s chief revenue and marketing officer, called it a unique partnership connecting the clubhouse experience to the ballpark.
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For TOTO, the sponsorship was not just a one-day event. It offered a chance to introduce products to a new audience through a story tied to a player’s personal preference. The bidet seats in the White Sox clubhouse remain in use as part of the team’s daily operations.
Muroi noted the partnership reflects the trust consumers place in TOTO’s products. “We’re proud to introduce Washlet to Chicago White Sox fans through a simple request that grew into our first MLB sponsorship,” he said.
The July 26 event marked the beginning of TOTO’s involvement with the White Sox. The bidet seats in the clubhouse will stay, and the company’s presence in the stadium appears set to continue.
