Atsuo Nakayama, entertainment sociologist, explained through data analysis that the number of people participating in sports in Japan declined from 27 million in 2012 to 22 million in 2020, while the fan population has also been shrinking. At the same time, however, the stadium spectator market has grown by 1.6 times, with spending per visitor doubling, highlighting the increasing importance of premium experience value.
He also introduced the successful case of the Hokkaido Nippon-Ham Fighters, whose revenues doubled following their move to ES CON FIELD HOKKAIDO, emphasizing the significance of creating immersive fan experiences.
In addition, Mr. Nakayama pointed out that Haikyu!! has attracted approximately 760,000 dedicated fans, while Blue Lock has gained around 500,000 to 600,000 fans, generating annual economic impacts exceeding ¥10 billion—surpassing the overall ¥7 billion scale of the entire J.League. He further noted that female fans are twice as likely as male fans to recommend content to others, underscoring the importance of attracting female audiences in the sports business.
Mr. Nakayama also highlighted how, since 2020, global streaming platforms such as Disney+ and Netflix have significantly increased investments in sports content—from US$280 billion to US$400 billion within two years—reflecting the growing global recognition of sports as valuable live entertainment content.
He concluded by stating, “Sports must evolve from something people ‘play’ into experience-based entertainment that people ‘watch.’ By crossing over with anime and video games, sports can strengthen their appeal among younger and female audiences and achieve significant growth through international expansion,” emphasizing the importance of building cross-sector fandoms.

Yuto Kiyono of the Partnership Business Department at the Japan Football Association (JFA) introduced practical examples of the organization’s overseas initiatives carried out in collaboration with Japanese partner companies.
Specifically, he shared cases such as the expansion of official Japan national team merchandise sales in Malaysia and collaborative projects with local football associations in which Japan’s expertise in soccer development and grassroots training was shared with local coaches through children’s soccer festivals.
Through these initiatives, local instructors continued organizing kids’ festivals incorporating Japanese coaching methods even after the programs concluded, demonstrating how the activities evolved into locally rooted and sustainable development programs.
Mr. Kiyono emphasized the importance of public-private collaboration in international expansion, stating, “It is difficult for JFA to achieve these goals alone, and collaboration with companies that share our values is essential.”

Koki Machida, professional soccer player, introduced the importance of “motion data” as a new concept of 3D portrait rights, contrasting it with conventional 2D portrait rights focused on a player’s face or appearance. He explained that, with advances in digital technology, the movement data of athletes—such as Shohei Ohtani’s batting form or soccer kicking techniques—has the potential to become a new category of industrial and entertainment content.
Mr. Machida discussed how motion-capture technology enables athletes’ physical movements to be utilized in anime, video games, and training simulators. He also introduced diverse applications of the technology, including the appearance of the virtual human imma in a Porsche commercial, as well as the preservation of traditional skills, medical applications, and rehabilitation support for people with disabilities.
He further shared his academic experience studying biomechanics at the e-School of Waseda University, where he researched the relationship between GPS tracking data from J.League matches and hamstring injuries.
Currently undergoing rehabilitation himself, Mr. Machida outlined five major possibilities enabled by turning physical body data into intellectual property:
Education and coaching for future generations
Injury management, including recovery processes and injury prevention
Career extension through preserving athletes’ data beyond retirement
Contributions to solving social issues
Applications in VR and gaming
He emphasized that while an athlete’s body is finite and the period during which peak performance can be achieved is limited, converting physical performance into IP makes it possible to preserve those abilities permanently as a digital archive.

During the Q&A session, numerous questions were raised by participants from the audience. Discussions covered topics such as the potential for collaboration between regional initiatives and overseas local activities, as well as the integration of sports with IP-based content such as anime and games. The networking session following the event also featured lively exchanges among participants and speakers, further deepening discussions and connections.