#Japan #Mito #Ibaraki Robots #Five Inc. #B League

Ibaraki Robots' Attendance Skyrockets

In an impressive turnaround, the Ibaraki Robots, a professional basketball team in Japan's B League, have successfully tripled their total attendance through targeted web advertising strategies. Since the collaboration with the advertisement agency Five Inc. began in 2022, the team has effectively broadened its fan base, particularly attracting families and young adults in their 20s and 30s. This case study not only demonstrates the power of digital marketing in sports but also serves as a valuable reference for addressing attendance issues in the entertainment industry.

Background of the Ibaraki Robots

The Ibaraki Robots are based in Mito City, Ibaraki Prefecture, and are well-known for their vibrant presence in B League basketball. Originally founded in Tsukuba, the team competes in the B1 category and is set to enter the prestigious new top-tier category, B Premier, in 2026. As the team continues to cultivate its identity, increasing attendance at their games is crucial for strengthening community ties and overall performance on the court.

Challenges with Traditional Advertising

Prior to the engagement with Five Inc., the Ibaraki Robots relied primarily on paper-based promotions such as newspapers, flyers, and free papers. However, these methods posed challenges, particularly in tracking effectiveness. Decisions were often based on gut feelings and anecdotal evidence rather than measurable data. Additionally, while they had initiated small-scale web advertising campaigns, they struggled to identify effective strategies and optimize their efforts, leaving potential opportunities unexploited.

Five Inc.'s Contribution

The collaboration with Five Inc. focused on three main areas:

1. Target Audience Design and Creative Support

To attract a wider diversity of fans, particularly families looking for weekend activities and couples searching for date ideas, Five Inc. developed compelling ad copies and banners tailored to these groups. By expanding beyond traditional basketball enthusiasts, they succeeded in appealing to broader demographics.

2. Web Advertising Management

Utilizing various platforms, including Instagram, LINE, and X, Five Inc. optimized targeting for specific campaigns. By continuously selecting the most effective media, targeting options, and creatives, they ensured that each campaign reached its intended audience. This comprehensive strategy included ongoing effectiveness evaluations to fine-tune future campaigns.

3. Landing Page Enhancement

To enhance the connection between ads and landing pages, Five Inc. proposed strengthening the narrative coherence between banners and LP messages. This involved UI/UX improvements to reduce click drop-off rates and maximize conversion potential, ultimately lowering cost-per-acquisition (CPA).

Results: Increased Attendance and Visibility

The efforts have led to substantial growth in both visitor numbers and diversifying the audience. Through web advertising and related initiatives, the team has observed a steady rise in attendance each year. This includes notable increases in family attendance and younger audiences, demonstrating the outreach capabilities of web marketing.

Moreover, transitioning from traditional media to measurable web advertising allowed the Ibaraki Robots to quantify the success of their initiatives. They can now track website access rates, identify points of user drop-off, and measure ticket purchases driven by ads. This newfound transparency not only facilitates continuous improvement but also streamlines internal reporting mechanisms.

About the Ibaraki Robots Sports Entertainment Company

The Ibaraki Robots Sports Entertainment Company operates the Ibaraki Robots and is dedicated to leveraging basketball as a model for regional revitalization. With the slogan “GROW BOLD – Daring to Grow,” they strive to become a symbol of local vitality and energy.

Their upcoming matches include an away game against the Sendai 89ERS and their home opener against the Gunma Crane Thunders at Ibaraki Prefecture’s Ikegawa Sakura Arena.

About Five Inc.

Five Inc. focuses on digital marketing solutions, specializing in low-budget web advertising. With a team composed of members from major advertising agencies and production companies, they offer comprehensive services from ad management to landing page creation. Their expertise spans various sectors, including entertainment event promotion and B2B lead generation.

By contributing to the Ibaraki Robots' success, Five Inc. has demonstrated the effectiveness of targeted web advertising and analytics in driving attendance for sports teams. The partnership exemplifies how innovative marketing strategies can reshape the landscape of sports attendance and engagement.