Sporting events to Japan
(Last updated: 23 Aug 2013)
Trends and opportunities
The market
Sport is becoming an important part of people’s lives in Japan. 45.3 per cent of the Japanese adult population regularly practice some form of sport and the Japanese government is aiming to increase this to around two thirds within the next 10 years (source: Ministry of Education, Culture, Sports, Science and Technology). Japan’s record medal tally at the 2012 London Olympics has generated greater interest in sport at a broad level.
In 2011, the Japanese Government made a comprehensive revision to the Basic Act on Sport for the first time in 50 years and established Japan’s first Sport Basic Plan in March 2012. The goal of the Sport Basic Plan is to create a society where all people can enjoy a happy and fulfilled life through sport. The 10-year plan aims to achieve the following agenda through coordination and cooperation among national government agencies, local governments, schools, sport organisations, private companies and various other entities involved in sport.
- Increasing sport opportunities for children
- Promotion of sport activities in line with the life stages
- Improvement of community sport environments where residents can actively participate
- Training human resources and developing the sport environments in order to enhance international competitiveness
- Promotion of international exchanges and contributions through bids for and holding of international competitions such as the Olympic and Paralympic Games
- Improvement in the transparency and fairness/equity in the sport world
- Creation of a virtuous cycle in the sport world
(Source: Ministry of Education, Culture, Sports, Science and Technology, ‘The Sport Basic Plan’)
Opportunities
Japan presents tangible business opportunities for Australian businesses with world-class sporting technologies, services and products.
2019 Rugby World Cup
In September and October 2019, Japan will host the first Rugby World Cup held in the Asian region. It is estimated that the Rugby World Cup is likely to generate JPY$1.7 – 2.8 billion (A$19-31 million) in economic activity for Japan (source: Japan Rugby 2019 Organiser). Several new stadium construction projects are expected to be commissioned and the event will generate projects around stadium design and refurbishments, security management, event management, sports training, clothing and products. Matches are likely to be held in 11 cities across Japan with proposals to be submitted to the Japan Rugby 2019 Organiser by the end of 2013.
2020 Olympics Bid
Japan is currently short-listed as a candidate host city for the 2020 Olympics, with the International Olympic Committee (IOC) decision to be announced in September 2013. The Tokyo 2020 Bid Committee estimates that hosting the 2020 Olympics would generate close to A$30 billion in economic activity for the host city and other areas hosting events. If Tokyo wins the right to host the 2020 Olympics, it will generate significant opportunities for Australian businesses with an established track record in major sporting events.
Gaien sports precinct
In 2013, the Tokyo Metropolitan Government also announced a plan to redevelop Gaien sports precinct, which consists of the National Stadium, Jingu Baseball Stadium, Rugby Field, Tennis Club and convention centre. The conversion of the area into an advanced sporting complex could generate multiple opportunities for Australian firms with expertise in planning, design and construction of major sporting facilities within a strategic master plan.
Links and industry contacts
Sport-related resources
Japan Rugby 2019 Tournament Organiser – www.rugbyworldcup.com/rugbyworldcup2019/index.html
Tokyo 2020 Bid Committee – http://tokyo2020.jp/en/
Contact details
The Australian Trade Commission – Austrade – is the Australian Government’s trade, investment and education promotion agency.
Through a global network of offices, Austrade assists Australian companies to grow their international business, attracts productive foreign direct investment into Australia and promotes Australia’s education sector internationally.
For more information on how Austrade can assist you, contact us on:
Australia ph: 13 28 78 | Email: info@austrade.gov.au
A list of Austrade offices (in alphabetical order of country) is also available.