PROGRAM

MC-3 From Advertising Expense to Business Investment — Unlocking the Value of Sports Beyond Media Exposure —

Is sports sponsorship truly driving corporate growth? Relying solely on logo exposure and brand awareness is no longer enough to justify its value.

At the same time, a growing number of companies are leveraging sports to create customer experiences, foster deeper relationships with fans, enhance internal branding, and unlock new business opportunities.

In this session, leaders from JTB, Suntory Sports, and adidas Japan will share real-world case studies to thoroughly debate the true value of sports sponsorship—far beyond mere media exposure.

What separates a sponsorship that ends up as a simple "advertising expense" from one that becomes a "business investment" generating lasting corporate value? Join us to explore actionable insights for leveraging sports to fuel business and brand growth.

• Moderator

  

  Riku Yamada

  AbemaTV, Inc. Head of Business Development Department

  CyberAgent, Inc. Managing Executive Officer

  

• 

  Yoshihide Naruo

  JTB Corp.

  Senior Manager

  

• 

  Hisanori Ezawa

  Suntory Sports Limited

  General Manager Sports Business Department

  

• 

  Arata Fukuda

  adidas Japan K.K.

  Director, Brand Communications Brand/Media