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The Potential of Naming Rights in Japan: A Strategic Seminar Overview

On April 21, 2026, the Japan Planning Institute (JPI) will be hosting a significant seminar featuring Tetsuro Sagawa, the CEO of the Sports Marketing Laboratory. This event will delve into the promising growth of the naming rights market in Japan, a topic that has gained considerable traction recently.

Understanding Naming Rights and Their Economic and Social Impact

The seminar's headline topic emphasizes the role of naming rights in shaping the economy and society. With recent headlines highlighting the substantial acquisition of naming rights for Japan's National Stadium by Mitsubishi UFJ Financial Group for approximately 10 billion yen over five years, the seminar aims to explore the implications of such significant contracts.

Global vs. Local: Analyzing Naming Rights Trends

During the seminar, participants will have the opportunity to compare and analyze the trends of naming rights globally and in Japan. The session will cover:

• - The Current State of Stadium/Arena Construction in Japan:

- An overview of professional baseball stadiums and other facilities.
- Insights into the construction status of arenas in Japan.
- A comparative analysis with overseas stadiums and arenas.

• - Trends and Challenges in Naming Rights:

- An examination of the evolving landscape of naming rights in Japan.
- A look into international trends, particularly in the U.S. and its collegiate sports facilities.
- Discussion of the unique challenges faced in Japan's naming rights market, including dilemmas between facility managers and usage teams, sponsor control by organizers, and the long-term strategy involved in naming rights investments.

The Future of Naming Rights in Japan

In addition to analyzing current conditions and challenges, the seminar will discuss the possibilities of creating new business ventures in collaboration with teams and clubs. Participants will gain insights into how naming rights can contribute to the growth of sports marketing and local economies.

Interactive Session: Q&A and Networking Opportunities

The event will also provide an invaluable space for direct engagement with Tetsuro Sagawa and fellow attendees, allowing for questions and discussions on practical implications of naming rights strategies. This networking opportunity is particularly beneficial for attendees from various industries, fostering connections that can lead to new collaborations and business ideas.

Attendance Options and Fees

Participants can choose from various ways to attend the seminar, including:

• - In-person attendance: (Archive streaming is not included.)
• - Live streaming attendance: (Archive streaming is not included.)
• - Archive streaming attendance

The special fee for those who wish to add archive streaming after attending in-person or via live streaming is 18,500 yen (tax included). The participation fees are as follows:

• - General fee for one participant: 37,970 yen (tax included)
• - Discounted fee for two or more participants from the same corporation: 32,970 yen (tax included)
• - Local government employees: Up to two individuals can attend for 11,000 yen (tax included; in-person or live streaming only).

For additional details and registration, interested participants can visit the JPI seminar webpage.

Closing Remarks

After the seminar, further questions directed to the speaker will also be accepted, facilitating ongoing dialogues. This event represents a unique opportunity not just to learn but to build beneficial networks across industries, thus enabling valuable sharing of information. Archive access post-seminar will also remain available for those unable to attend live.

About JPI

Established over half a century ago, the Japan Planning Institute aims to bridge knowledge between government, business, and academics. They focus on providing valuable insights relevant to senior executives involved in national policies and projects, continuing to support the development of national intelligence through esteemed seminars.