Modern Marketing Brand Strategy Rugby

Sony teams with Japanese rugby bodies for marketing company to build the game's fan base


By Danielle Long | Acting APAC Editor

December 9, 2022 | 4 min read

Sony has teamed with Japan Rugby Football Union (JRFU) and Japan Rugby League One (JRLO) to create a marketing company to build audiences and drive fan engagement for Japan’s rugby teams.

japan rugby

Rugby in Japan

Japan Rugby Marketing Inc, is a joint venture between the three organisations in a bid to strengthen the marketing and promotion of Japan’s national teams as well as its new domestic, which launched this year.

The company aims to leverage the increased popularity of Japanese rugby both at home and abroad following its role as host country for the 2019 Rugby World Cup.

Japan Rugby Marketing will develop new viewing experiences at stadiums, as well as new rugby-related events and services for both the real and virtual worlds.

The company will utilise the sports existing assets, in addition to harnessing Sony’s technology and entertainment expertise to enhance the overall entertainment value of rugby in Japan.

The company aims to increase the value and prominence of Japan’s rugby content both domestically and internationally while growing its fan base.

Masato Tsuchida, president of the Japan Rugby Football Union said the organisation aims to make rugby more prominent and valuable in Japan.

“The Rugby World Cup 2019 in Japan was a great success. It engaged the entire nation and dramatically increased the value of the national team and the sport itself.

“The JRFU considers it its mission to further develop this legacy and in doing so, will continuously strive to ensure that rugby in Japan is easily accessible to all players and fans, and that Japan develops the most enjoyable rugby in the world.

“The establishment of this joint venture organisation will help us deliver on these ambitions by promoting overall fan engagement and developing the sport as a whole,” said Tsuchida.

Genichi Tamatsuka, chairman of Japan Rugby League One, said, “For League One to continue to grow and succeed, we need to dramatically increase the number of fans who support us.

“This new company will bring innovative technologies and ideas in the production of video and experiential content, ticketing and other [user interface/user experience] improvements, to create valuable marketing solutions unique to Japanese rugby.”

Modern Marketing Brand Strategy Rugby

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