A pivotal summer ahead for sports in Japan

Three years after the delayed 2020 Summer Olympics in Tokyo, the future of Japanese sports has never been brighter. This optimism reflects not only the nation's recovery from Covid-19, but also its emerging status as a global sports powerhouse, brimming with opportunities and excitement. The strength of 'brand Japan' also plays a significant role in this resurgence, highlighting the quality, reliability, and cultural appeal of Japanese brands on the international stage.

While the 2020 Tokyo Olympics faced challenges, as did all sporting events during those years, Japan's sports scene has rebounded and evolved beyond these hurdles. Today, Japan's sports ecosystem is thriving, showcasing resilience and a forward-looking momentum.

This summer, Japan is set to welcome a number of high-profile European football clubs on their pre-season tours, another sign of the times that Japan is becoming a major player in the global sporting world. Mix in a growing media rights market, a stable economy, and a wealth of Japanese sporting talent plying their trade globally, and all eyes will be on the nation for this summer and beyond.  

The evolution of Japanese sports

Japan’s recovery from the difficulties of the 2020 Olympics era has been marked by significant achievements and growth in various sports disciplines. Here’s a closer look at the key areas where Japan is making substantial strides: 

1. National teams on the rise:

• The Japanese women’s national football team, known as Nadeshiko Japan, continues to be a force to be reckoned with on the international stage, consistently performing well in the FIFA Women’s World Cup and other major tournaments. 
• The men’s national football team, the Samurai Blue, has also been making waves. Their competitive performances in international fixtures highlight a growing depth of talent and strategic prowess. 

2. Japanese athletes shining internationally:

• Baseball: Shohei Ohtani’s remarkable dual-role performance as a pitcher and hitter with the Los Angeles Dodgers has earned him global stardom, further elevating Japan’s reputation in Major League Baseball. 
• Football: The presence of Japanese players in top European leagues is a testament to their skill and dedication. The 2023-2024 season saw four Japanese players making significant contributions to the English Premier League, while the Bundesliga continues to be a popular destination for Japanese talent. 
• Basketball: In the NBA, players like Yuta Watanabe and Rui Hachimura have become symbols of Japanese excellence, expanding the country’s influence in professional basketball. 

Japan’s growing prominence in the sports world has not gone unnoticed. It has become a magnet for international sports investments, attracting major teams and events. Here’s why Japan is emerging as a lucrative and exciting market for global sports entities. 

1. Strong and stable foundation

Japan’s approach to sports development is characterised by stability and sustainability. Unlike the often-volatile investment landscapes in other Asian markets, Japan’s sports industry thrives on a balanced and long-term perspective. This stability is underscored by Japan’s successful history of hosting large-scale sporting events, from the Rugby World Cup in 2019 to the Olympics, despite the challenges faced. 

2. Robust commercial landscape

Japan’s sports market is commercially vibrant, supported by lucrative TV deals and high levels of viewer engagement. In 2023 alone, sports broadcasting in Japan generated revenues exceeding $5bn. Prominent sponsors such as Yokohama, Rakuten, and Bibigo not only invest heavily but also enhance the commercial viability of the sports sector. This financial health is crucial for nurturing long-term growth and success in the industry. 

3. Passionate and engaged population

Sport is deeply woven into the fabric of Japanese culture. The country boasts a high participation rate in various sports, and its population has a relatively high disposable income, fostering robust spending on sports events, merchandise, and related activities. Furthermore, Japan’s advanced digital infrastructure facilitates widespread access to sports content, catering to an enthusiastic and tech-savvy audience. 

4. Trending towards global prominence

The latest trends indicate a significant increase in international sports entities looking to tap into the Japanese market. The recent visits by football giants like Manchester City, Bayern Munich, and Paris Saint-Germain highlight Japan’s growing allure as a destination for sports tours and partnerships, positioning Japan at the forefront of the global sports stage. 

Japan’s journey through recent challenges has not only showcased its resilience but also highlighted its potential as a premier destination for sports investment and engagement. With strong foundational stability, lucrative commercial prospects, and an engaged, passionate sporting population, Japan represents a golden opportunity for sports entities aiming to expand and thrive.

Japan also has the benefits of learning from what’s hurt then in the past, as well as what challenges have hit neighbouring nations such as China in terms of media rights and grassroots growth. As European football clubs—alongside their sponsors and partners—embark on their journeys to Japan this summer we expect to see sold-out stadiums, satisfied local and global partners, as well as a showcase to the rest of the sporting world with the message of ‘come to Japan for a win-win cooperation’. 

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Tom Elsden is VP of 160over90.