Abstract
This study investigates the reasons why the J. League regional club Fagiano Okayama has received high praise for its community engagement despite conducting a limited number of hometown activities. Using qualitative research based on interviews, this case study explores the factors behind this phenomenon. Interviews were conducted in 2017 and 2024 with Mr. A, who oversees Fagiano Okayama’s hometown and outreach activities for the Hometown Promotion Department. Regional clubs typically face the challenge of limited resources, which often prevents them from producing a sufficient number of hometown activities. However, the club has carefully nurtured relationships with the community through creative approaches despite the limited number of engagements. Additionally, the club has employed a long-term strategy of adapting its hometown activities to the establishment of soccer culture and the evolving circumstances of the club. The findings of this study may assist in providing valuable insights applicable to other regional clubs.
