Abstract

The B.LEAGUE began with the merger of two basketball organizations in Japan.
Despite early uncertainty, the league’s first season drew 2.26 million spectators and generated 5 billion yen in revenue — a 50% increase in attendance and a tenfold jump in sales compared to the previous structure. The league quickly rose to stand shoulder to shoulder with Japan’s other major sports leagues.
By its second season in 2018, attendance was projected to increase by another 10%, signaling continued momentum.
In an era where few industries in Japan are experiencing growth, the B.LEAGUE has achieved remarkable success within the sports industry.
In this book, the league’s chief business executive reveals the secrets behind this growth — what they did, how they did it, and what mindset and strategies drove the B.LEAGUE’s transformation into a powerful business model.

Author’s Information

Executive Managing Director & Secretary-General, B.LEAGUE / Director, Japan Basketball Association (JBA) / Director, B.MARKETING / Director, B3 League
Born in Tokyo in 1977.
Graduated from Kaijo High School and the Graduate School of Science and Engineering, Waseda University.
In 2003, he joined the global strategy consulting firm Arthur D. Little (Japan).
In 2007, he entered Orix Buffaloes (officially Orix Baseball Club Co., Ltd.), a professional baseball team, and also served concurrently as Sales & Marketing Director at Pacific League Marketing, a joint venture company funded by all six Pacific League teams.
In 2012, he joined the Yokohama DeNA BayStars, where, as Director of the President’s Office shortly after the team’s acquisition, he was responsible for business strategy planning and promotional activities.
In 2015, he joined the Japan Professional Basketball League (B.LEAGUE) and took part in the launch of the new men’s professional basketball league in Japan.