Jリーグ地域型クラブのスポンサー獲得活動に関する研究－ファジアーノ岡山を事例として－

抄録

This study examines how a regional club without specific backing can acquire sponsors regardless of the teamʼs performance by analyzing the case of Fagiano Okayama, a regional club in the J 2 League. Regional clubs are overwhelmingly disadvantaged in terms of advertising revenue compared to clubs with a specific parent company behind them, but Fagiano Okayama earns a lot of advertising revenue as a regional club. I interviewed Fagiano Okayamaʼs sales representative and the presidents of the clubʼs three sponsor companies. Based on the content and the clubʼs internal materials, we examined the factors that led to Fagiano Okayamaʼs acquisition of many sponsors. As a feature of Fagiano Okayamaʼs sponsorship activities, 3 points were analyzed. (1) Sponsorship sales start from communicating the club teamʼs philosophy, not economic value. (2) Emphasis is placed on building medium-to long-term cooperative relationships, rather than on short-term sales performance. (3) Team identification from the sponsor company is obtained by utilizing the human network, such as by having the management of the company with whom the sponsorship agreement is signed introduce the business destination. Fagiano Okayama “sells dreams, not advertisements”. It appeals to the clubʼs ideology in a straightforward manner, and it gets companies that resonate with it decide to sponsor it. For that reason, they start by getting people to like it, as people, over a long period of time. They pay close attention to how they meet people and how they interact with them. This type of business is thought to be suitable for moving peopleʼs hearts.