In the J-League, a downward trend in attendance has become an issue. Particularly in local clubs, such as Tokushima Vortis, low attendance has recently become an issue. Recorded attendance from 2005 to 2013 showed that Tokushima Vortis had a below average turnout for a J2 league club. In addition, as the typical supporters of Tokushima Vortis are family members and those from the older age groups, there is an increasing need to attract the younger generation.
In the J-League, residents are able to work on a volunteer basis for the club. However, in Tokushima Vortis, insufficient participation of volunteers has become a problem.
The purpose of this study is to outline and demonstrate a "Tokushima Vortis game volunteer program" in cooperation with the University of Tokushima, and to clarify the "change in the perspective of a university student participating as a working volunteer for Tokushima Vortis". The strategy of attracting young people of Tokushima Vortis volunteers and management measures to implement this strategy will also be examined.
In this study, groups of students who participated in the volunteer program were interviewed. The main research results, and is as follows:
First, it was found that students had a variety of motives for participating in the program, and for changing their "perspective of the club", "perspective of support", "perspective of watching", and "perspective of service" from their various experiences.
Second, students gained an attachment to the club through the program. Therefore, it can be said that the program is effective in attracting young people.
Third, Organizational development across a multi-generational gap; briefings; “hop, step, and jump” training whereby difficulty was increased with each phase; and interaction with supporters, were effective in not only changing the perspective, but also shaping the motivation of students.