#Japan #Sports Research #Chiyoda #Fanbase Company #Fan Psychology

Understanding the Impact of Sports through Fan Voices

In a groundbreaking initiative, the Fanbase Company, based in Chiyoda, Tokyo, has begun an extensive study exploring the influence and social value of sports on people, communities, and society as a whole. This research project, conducted by the Fan Comprehensive Research Institute, aims to quantitatively visualize the essence of how sports shape and enrich lives through the lens of fans. Collaborating with Intage Inc., a leader in reliable data collection and analysis based in Tokyo, the study combines their expertise with the Fan Comprehensive Research Institute’s insights into fan psychology.

Significance of the Research

Sports extend their reach far beyond mere entertainment or competition—they significantly Impact daily life and community dynamics. The joy of watching games, the spirit of collective support, and the pride in local teams all contribute to a powerful energy that binds fans, communities, and businesses together. Recently, there has been a growing focus on the societal value of sports and the industry's potential for growth. Therefore, understanding fans’ voices, which generate this energy, is crucial for leagues, teams, and sponsors to thrive sustainably. This research is set to collect and analyze authentic fan feedback, thus providing a multi-dimensional view of the power and worth of sports that has often been anecdotal until now. The study also intends to shed light on how fan engagements contribute to regional and social development, unveiling the inherent possibilities that sports hold for the future.

Overview of the Research

The investigation will focus on five key dimensions:

1. Quantitative Assessment of Fan Base
The study will evaluate the recognition rates, support intentions, and viewing experiences of various leagues and teams quantitatively, allowing for comparative analysis of their strengths. The sample includes Japan's professional baseball leagues, the J League, and Rugby’s League One, among others.

2. Understanding Fan Activities and Consumption Behaviors
It will analyze diverse fan activities such as cheering styles, merchandise purchases, and social media interactions, providing insight into the consumption behaviors of sports enthusiasts.

3. Impact on Fan's Well-Being
The research aims to visualize how sports watching and support positively influence fans’ day-to-day lives and overall happiness.

4. Role in Community and Society
The impact of sports teams on local communities will be measured, determining their roles in invigorating hometowns and contributing positively to societal dynamics.

5. Evaluating Sponsorship Effects
An assessment will focus on the recognition, brand perception, and purchasing intentions concerning sponsor companies, thereby analyzing the effects of sponsorship arrangements.

Survey of Sports Fans

The survey will primarily target fans of 44 teams spanning Nippon Professional Baseball (12 teams), J League (20 teams), and Rugby League One (12 teams), collecting data on various aspects including:

• - Demographics: Age, gender, residence, competitive experience
• - Income and Time Management: Disposable income, available leisure time
• - Happiness Metrics: Levels of overall happiness across various life aspects
• - Experience and Recognition: Familiarity and support intentions towards specific leagues and teams
• - Fan History and Reasons for Support: Duration of fandom and what sparked interest
• - Viewing Preferences: Preferred media for sports consumption
• - Fan Engagement: Information-seeking behaviors, attendance, purchases, and social sharing
• - Spending on Sports: Expenses on merchandise and attendance
• - Motivation: Factors enhancing or diminishing support
• - Team Perception: Values attributed to teams and their roles in community
• - Loyalty and Recommendations: Future intentions to support and recommend teams

Preliminary Findings

While detailed analytics will be unveiled in a comprehensive report soon, initial insights are promising:

• - Awareness rates for the leagues vary, with recognition standing at 70-90%, yet genuine affection appears to be growing. Among recent attendees, highly engaged fans are prevalent.
• - Notably, many fans show unwavering support for their teams, regardless of game outcomes, highlighting a robust connection. Annually, fans typically invest between ¥16,000 to ¥30,000 in merchandise and tickets.
• - Fans of professional leagues report a higher overall satisfaction compared to non-fans, indicating sports' potential to enhance quality of life.
• - Fans perceive their teams as vital contributors to community well-being, with nearly 90% viewing their team as essential to regional vitality.
• - Approximately 40% of fans express heightened purchasing intentions upon recognizing brands associated with leagues and teams.

Future Directions

Ongoing analysis of the data will continue, with findings and comprehensive reports expected to be available by December 2025. Leagues, teams, sponsors, and stakeholders in the sports business realm will have access to both free and paid versions of the reports. Interested parties can register for updates through the provided online form.

Learn more about the study or reach out for inquiries via the Fanbase Company at [email protected].