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Tom’s Watch Bar, a premier national destination for immersive sports viewing, has officially entered into a multi-market partnership with Pantone 294, the largest non-team-affiliated fan organization for the Los Angeles Dodgers. This collaboration designates Tom’s Watch Bar as the official "home base" for Pantone 294’s extensive network of chapters, ensuring that Dodgers supporters have a centralized, high-energy environment to congregate for every regular season and postseason game. The partnership arrives at a critical juncture as the Dodgers prepare for a deep playoff run, leveraging the massive cultural footprint of both the fan club and the hospitality brand to redefine the "away game" experience.
The agreement covers Tom’s Watch Bar’s nearly 20 locations nationwide, providing a consistent venue for fans whether they are in the heart of Los Angeles or in markets further afield. By aligning with Pantone 294, Tom’s Watch Bar taps into a loyal and highly mobile demographic of baseball enthusiasts known for their "stadium takeovers" and fervent support of the "Boys in Blue."
The Evolution of Pantone 294: From Social Media to National Fan Movement
Pantone 294 was founded in 2009 by Alex Soto, a lifelong Los Angeles Dodgers fan who sought to create a community that transcended the geographic boundaries of Southern California. The organization takes its name from the specific shade of blue—Pantone 294—that has become synonymous with the Dodgers’ visual identity. What began as a single social media page dedicated to connecting fans has evolved into a sophisticated organization that coordinates travel, merchandise, and large-scale events.
Over the past 15 years, Pantone 294 has gained national recognition for its "takeovers" of opposing teams’ stadiums. The group often purchases thousands of tickets in a single section, creating a sea of blue in cities ranging from San Francisco to New York. This level of organization has made Pantone 294 a significant force in Major League Baseball (MLB) fan culture. The partnership with Tom’s Watch Bar represents a transition from nomadic gatherings to a more structured, permanent presence in cities across the United States.
"My mission with this club has always been to create a space for Dodgers fans to gather, celebrate, and root for our Boys in Blue together," said Alex Soto, Founder of Pantone 294. "Partnering with Tom’s Watch Bar will give every Pantone 294 chapter a true game-day experience, no matter how far we are from Dodger Stadium."
Tom’s Watch Bar and the "Sports Bar 2.0" Concept
Tom’s Watch Bar, co-founded by Brooks Schaden and Tom Ryan (the latter of whom is also known for co-founding Smashburger), has positioned itself as a leader in the "eatertainment" sector. The brand distinguishes itself from traditional sports bars through its "360-degree viewing experience," which features a central "stadium" screen surrounded by dozens of high-definition monitors. This ensures that every seat in the house has an unobstructed view of the action.
The business model focuses on "high-octane" sports viewing, incorporating state-of-the-art sound systems that broadcast the play-by-play audio for marquee games, rather than background music. This focus on immersion makes it an ideal partner for a fan club like Pantone 294, which prioritizes the collective emotional experience of the game.
Brooks Schaden, Co-Founder and Co-CEO of Tom’s Watch Bar, emphasized the synergy between the two brands. "Tom’s Watch Bar is thrilled to be the official home for Pantone 294 at our venues in the L.A. area and across the country," Schaden stated. "We look forward to welcoming Dodgers fans through our doors and giving them a place to watch games, enjoy great food and drinks, and cheer on their team from the first pitch into extra innings."
The Shohei Ohtani Factor and the Global Dodgers Brand
The timing of this partnership is significant given the current state of the Los Angeles Dodgers franchise. Following the historic signing of Shohei Ohtani to a 10-year, $700 million contract, the Dodgers have seen an unprecedented surge in global interest. This "Ohtani effect" has not only boosted television ratings and merchandise sales but has also expanded the Dodgers’ fan base into new international and domestic demographics.
Data from the 2024 MLB season indicates that the Dodgers consistently lead the league in attendance, both at home and on the road. The team’s ability to draw crowds in cities like Denver, Chicago, and Washington D.C. provides a lucrative opportunity for a venue like Tom’s Watch Bar. By providing a dedicated space for Pantone 294, Tom’s is essentially securing a guaranteed audience for 162 games a year, plus the high-stakes postseason.
Furthermore, the Dodgers’ brand value has climbed significantly, with the team often ranking as one of the most valuable sports franchises in the world. This financial and cultural clout ensures that partnerships involving the team’s fan base carry substantial weight in the sports marketing industry.
Chronology of the Partnership and Recent Successes
The formalization of this partnership follows a series of successful pilot events that demonstrated the demand for dedicated fan spaces. A recent gathering at Tom’s Watch Bar in Sacramento saw more than 3,000 Pantone 294 members descend on the venue to watch a regular-season game. The scale of this event served as a proof of concept for both organizations, showing that the Pantone 294 community could effectively "take over" a hospitality venue with the same intensity they bring to a baseball stadium.
The rollout of the partnership is structured to coincide with the MLB postseason. As the Dodgers enter the playoffs—a period where viewership and fan engagement typically spike—Tom’s Watch Bar will host official watch parties featuring exclusive amenities. These include:
- Official Giveaways: Fans attending the watch parties will have opportunities to win Dodgers-themed merchandise and Pantone 294 gear.
- Flyaway Events: In a move to drive engagement, the partnership includes "flyaway" contests where fans can win tickets and travel to attend a playoff game in person.
- Curated Menus: Locations will often feature food and drink specials tailored to the Dodgers fan experience, further enhancing the "home game" atmosphere in away markets.
Geographic Reach and Strategic Implications
Tom’s Watch Bar currently operates nearly 20 locations, with a footprint that includes major sports markets such as Los Angeles, Denver, Las Vegas, Washington D.C., and Seattle. The partnership allows Pantone 294 to activate its chapters in these regions simultaneously.
From a business perspective, this partnership reflects a broader trend in the hospitality industry: the move toward niche, community-based marketing. Rather than attempting to appeal to a general audience, Tom’s Watch Bar is leaning into "tribal" sports loyalty. By catering specifically to Dodgers fans, they create a recurring revenue stream and brand loyalty that is difficult to replicate through traditional advertising.
For Pantone 294, the partnership solves a logistical challenge. As the club grew, finding venues capable of hosting hundreds or thousands of fans with the necessary technical infrastructure became increasingly difficult. Tom’s Watch Bar provides a turnkey solution with its massive seating capacities and advanced AV capabilities.
The Postseason and Beyond: A New Standard for Fan Engagement
As the Los Angeles Dodgers move toward what many analysts predict will be a deep run in the World Series, the partnership between Tom’s Watch Bar and Pantone 294 is expected to set a new standard for how fan clubs and commercial venues interact. The collaboration moves beyond simple sponsorship, creating an ecosystem where the fan experience is the primary product.
The implications for the broader sports industry are notable. Other fan organizations for teams like the New York Yankees, Dallas Cowboys, or Golden State Warriors may look to this model as a blueprint for national expansion. By professionalizing the "watch party" and integrating it with a national hospitality brand, Pantone 294 has effectively extended the "stadium experience" into the daily lives of fans across the country.
In conclusion, the alliance between Tom’s Watch Bar and Pantone 294 is more than a marketing agreement; it is a strategic alignment of two entities that understand the modern sports consumer. As the first pitch of the playoffs approaches, Dodgers fans from coast to coast now have a confirmed sanctuary to witness the potential crowning of a new champion, ensuring that the spirit of Chavez Ravine is felt in every corner of the nation. Fans looking for specific game times and watch party details are encouraged to visit the official Tom’s Watch Bar website to find their local chapter’s designated venue.
