We  are  a  sports  marke,ng  company.    We  share  our  capabili,es—exper,se,  know-­‐how,  and  crea,vity—  as  well  as  our  network,  to  create  and  enhance  the  value  of  sports  content.  

With  a  passion  for  sports  at  the  very  heart  of  the  company,    we  strive  to  benefit  everyone  involved  in  all  aspects  of  sports  and  to  make  contribu,ons  to  the  world  of  sports.  

Hakuhodo  DY  Sports  Marke,ng

Our  Vision

What  We  Do

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Hakuhodo  DY  Sports  Marke,ng    provides  a  full  range  of  sports  marke,ng  services,    offered  individually  or  as  a  one-­‐stop  package.    

Our  services  maximize  the  opportuni,es  available  through  sports  content  and  assets    and  deliver  to  all  stakeholders  greater  impact  and  profitability.  

 Athletes,  players,  sports  compe,tors,  clubs,  teams,  organiza,ons,  companies,  products,  proper,es…  

We  regard  each  aspect  of  sports  content  as  a  brand  and  deliver  more  value  to  those  brands.  

Content  Op2miza2on

Develop  licensed  business

Bring  benefits  to  content  holder

Define    &  enrich  the  value

Key  Areas  of  Exper2se

Consulta2on  &  Business  DevelopmentBusiness  consulta,on,  planning,  development,  and  

solu,ons  for  athletes,  players,  clubs,  teams,  sports  and  athle,c  facili,es,  sports  organiza,ons,  brands,  and  

businesses

Intellectual  Property  Management

Planning,  producing,  managing,  and  opera,ng  of  sports  compe,,ons  and  events  hosted  by  athletes,  players,  

clubs,  teams,  sports  organiza,ons,  and  businesses,  as  well  as  of  promo,onal  ac,vi,es  that  use  sports  content

Events  &  Promo2onal  Ac2vi2es

Sports  Marke2ng

Informa2on  DesignGathering,  selec,ng,  processing,  and  detailed  planning  of  relevant  informa,on;  defining  the  means—and  developing  tools  (online  and  offline)—for  transmiQng  that  informa,on  to  reach  its  target  audience

Athletes  and  PlayersCas,ng  athle,c  talent  for  adver,sements,  TV  commercials,  media  appearances,  workshops,  seminars,  and  other  events;  athlete  management  (endorsement  contracts,  sponsorship/supplier/licensing  agreements);  product  development  collabora,on;  video/publica,on  business;  other  marke,ng  opportuni,es  

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Managing,  marke,ng,  licensing,  and  commercializing  of  sports  proper,es  (names,  trademarks,  logos,  insignias,  images,  mascots,  and  other  intellectual  property)  and  

development  of  promo,onal  products  

We   posi,on   ourselves   as   a   business   partner   dedicated   to   our   clients’   success   by   providing   a   wide   range   of  sports  marke,ng  services,  par,cularly  in  five  areas  of  exper,se  offered  individually  or  as  a  one-­‐stop  package.

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Consulta,on,  research,  planning,  and  development

Consulta2on  &  Business  Development  

Events  &  Promo2onal  Ac2vi2es  

Athletes  and  Players  

Intellectual  Property  Management  

Informa2on  Design  

Event/project  planning  and  management

Cas,ng  of  athletes/players

Merchandising  and  licensing

Design  and  transmission  of  informa,on

Athlete/playermanagement

 Services

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Our  client:        -­‐  A  professional  football  club  in  Japan    Our  task/challenge:  1.  A  need  for  all  staff  members  at  the  club  to  share  

awareness  and  to  ‘speak  the  same  language’  2.  A  need  to  re-­‐define,  share,  and  promote  club’s  values    Services  rendered:  1.    a)  Proposed  and  designed  a  workshop  to  develop  and  

re-­‐define  club  values  2.  a)  Proposed  and  assisted  in  re-­‐defining  club’s  

strengths  and  values      b)  Created  PR  tools  and  sponsorship  sales  tools  based  

on  the  defined  values

What  we  have  done    (examples  of  proposals  and  implementa,ons  based  on  our  consulta,on  service)

Our  client:        -­‐  A  professional  baseball  club  in  Japan    Our  task/challenge:  1.  Expand  female  and  children  fan  base  2.  Promo,on  of  collabora,ve  work  between  the  club  and  

sponsors    Services  rendered:  1.    a)    Proposed  development  of  various  merchandise  as  a  

part  of  efforts  to  marke,ng  to  women  and  children    b)  Proposed  and  planned  fan  events  to  realize  broader  

reach  2.  a)  Conducted  research  on  collabora,ve  ac,va,ons  

among  clubs  outside  of  Japan  and  their  sponsors      b)  Planned  and  crea,ng  of  possible  collabora,ve  

projects  with  exis,ng  and  poten,al  sponsors    c)  Assisted  the  club  by  temporary  support  staff  

experienced  in  sponsor-­‐rela,ons    

Business  consulta,on,  planning,  development,  and  solu,ons  for  athletes;  players;  clubs;  teams;  sports  and  athle,c  facili,es;  and  sports  organiza,ons,  brands,  and  businesses  

 Services

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Business  consulta,on,  planning,  development,  and  solu,ons  for  athletes;  players;  clubs;  teams;  sports  and  athle,c  facili,es;  and  sports  organiza,ons,  brands,  and  businesses  

Our  client:        -­‐  A  sports  associa,on    Our  task/challenge:  -­‐  Enhancement  of  the  na,onal  team’s  public  rela,ons  

ac,vi,es  to  broaden  the  reach  beyond  genera,ons  -­‐  Increase  the  number  of  players    Services  rendered:  -­‐  Strategic  planning  and  tac,cal  implementa,on  of  PR  

ac,vi,es  -­‐  Introduc,on  of  ac,vi,es  u,lizing  the  website  and  

other  social  networking  services  -­‐  Development  of  sponsorship  package  and  assistance  in  

sponsorship  sales  -­‐  Designing  of  team  logo    -­‐  Merchandise  development  -­‐  Proposi,ons  in  devising  leadership  training  programs  

and  introductory  clinics

What  we  have  done    (examples  of  proposals  and  implementa,ons  based  on  our  consulta,on  service)

Our  client:        -­‐  Municipality    Our  task/challenge  -­‐  Assist  the  OC  in  preparing  for  the  hos,ng  of  a  large-­‐

scale  interna,onal  compe,,on    -­‐  Improving  the  balance  sheet  

Services  rendered:  -­‐  Sharing  of  our  know-­‐how  to  streamline  the  opera,on  

and  management  of  the  compe,,on  -­‐  Sending  in  temporary  staff  to  assist    in  fulfilling  various  

du,es  as  the  compe,,on  organizer  -­‐  Provision  of  support  in  medial  rela,ons  including  

nego,a,ons  with  and  making  arrangement  for  rights  holders  from  outside  Japan  and  media  planning  so  as  to  increase  the  exposure  on  television  and  print  media  

-­‐  Comprehensive  security  planning  including  ma`ers  related  to  the  use  of  public  roads  

Planning,  produc,on,  management,  and  opera,on  of  sports  compe,,ons  and  events  hosted  by  athletes,  players,  clubs,  teams,  sports  organiza,ons,  and  businesses,  as  well  as  of  promo,onal  ac,vi,es  that  use  sports  content  

 Services

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Ac,vi,es  and  func,ons    for  visitors Event  announcement  and  

other  PR  ac,vi,es

Promo,onal  ac,vi,es    around  the  venue

Client

Content  holder

Sports  organiza,on

Athlete  management  company

Hakuhodo,  Daiko  Adver2sing,    Yomiko  Adver2sing,  and  

Hakuhodo  DY  Media  Partners  

Hakuhodo  DY  Group

Corporate  branding

Company  revitaliza,on

Corporate  /  brand  /    product  PR  

Expanding  the    customer  baseA`rac,ng  more  visitors Social  contribu,on

Promo,on  of  the  sport Player  development

Hakuhodo  DYSports  Marke2ng  

Planning,  produc,on,  management,  and  opera,on  

Spor,ng  event/project

 Services

l  Expand  the  fan  base  l  Raise  the  profile  and  improve  the  image  l  Make  more  socially  responsible

l  Promote  understanding  of  its  marke2ng  ac2vi2es  among  sei-­‐katsu-­‐sha*  

l  Improve  corporate/brand  image

Enhance  athlete’s  value  and  increase  corporate  value    

Examples  of  what  we  have  done:

Hakuhō  (sumo)  

×  Sumitomo  Forestry

Mao  ASADA  (figure  ska,ng)

×  Sumitomo  Life  Insurance

Cas2ng  agreement

×

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Hideki  MATSUYAMA  (golf)×  

LEXUS

Kotaro  TOKUDA  (free  style  football)

×  Nissin  Foods  

AthleteAthleteAthle2c  achievements  •  Records,  ,tles,  rankings  •  Popularity,  status,  posi,oning    Athlete’s  image  •  Play  style,•  Character,  personality

Ø   Passionate  or  cool?Ø   Open/extrovert  or  private/self-­‐disciplined?

AthleteBusinessCorporate  ac2vi2es  •  Corporate    philosophy  •  Corporate  communica,on  •  Product/service  communica,on  •  CSR    ac,vi,es  

…  and  other  corporate  characteris,cs  

Cas2ng  athletes/players

Cas,ng   athle,c   talent   for   adver,sements,   TV   commercials,   media   appearances,   workshops,  seminars,  and  other  events  

*  “Sei-­‐katsu-­‐sha,”  which  literally  means  “living  person,”  stands  in  contrast  to  the  word  Japanese  marketers  typically  use  to  refer  literally  to  a  consumer,  “shohisha.”  “Sei-­‐katsu-­‐sha”  expresses  the  holis,c  person  —  an  individual  with  a  lifestyle,  aspira,ons,  and  dreams.  All  the  branding  work  we  do  in  partnership  with  our  clients  follows  from  our  insights  into  sei-­‐katsu-­‐sha.

 Services

Athlete/player  management

Shinobu    MOROMIZATO

Lectures    and  other  events Media  

exposure:      TV  and  other  

media

PR:  media  interviews,  

press  releases

Online  ac2vi2es:  

website,  blog,  paid  services  

Data    support:  

collec2on  and  u2liza2on  of  

data

Kids  clinic  and  grassroots  events

Product  development:    

apparel,  accessories

Photo  books  and    DVDs

Endorsement  adver2sing,  sponsor  and  supplier  

agreements

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Athletes  currently  managed  by  Hakuhodo　DY  Sportsmarke,ng

Shinobu  MOROMIZATO  (golf)

Sakurako  MORI  (golf)

Yosuke    ASAJI  (golf)

HOKKAIDO    BANK  FORTIUS  (curling  team)

Sara    TAKANASHI    (ski  jump)

Natsuka  HORI  (golf)

Kotone  HORI  (golf)

Tsuyoshi  WADA  (baseball)

Athlete   management   (endorsement   contracts,   sponsorship/supplier/licensing   agreements),  product  development  collabora,on,  video/publica,on  business,  other  marke,ng  opportuni,es  

Managing,  marke,ng,   licensing,  and  commercializing  of   sports  proper,es   (names,   trademarks,  logos,  insignias,  images,  mascots,  and  other  intellectual  property)

 Services

Merchandising  and  licensing  

Content  holder(sports  organiza,on)

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Hakuhodo  DY  Group

Hakuhodo  DY  Sports  Marke,ng  

Licensee  network Logis,cal  network

Manufacturer  (apparel)

Manufacturer  (accessories)

Manufacturer  (houseware)

Manufacturer  (others)

Distributor  (sports  )

Distributor  (general  items)

Also  support  direct  marke,ng  and  e-­‐commerce  associated  with  the  

holding  and  promo,on  of  spor,ng  events  

 Services

A  wide  network  of  manufacturers

Subcontractor  (manufacturing)

Subcontractor  (manufacturing)

Subcontractor  (manufacturing)

Subcontractor  (manufacturing)

Subcontractor  (manufacturing)

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Planning  and  development  of  promo,onal  products  using  sports  content   in  collabora,on  with  Hakuhodo  DY  Group  companies    

Development  of  promo2onal  products  

Client

Content  holder

Sports  organiza,on

Athlete  management  company

Hakuhodo,  Daiko  Adver,sing,    Yomiko  Adver,sing,  and  

Hakuhodo  DY  Media  Partners  

Hakuhodo  DY  Group

Hakuhodo  DYSports  Marke2ng  

Main  func,ons:  •  Planning  and  producing  of  the  products  •  Nego,a,ons  for  rights  clearance,  •  Royal,es  management

90-­‐Degree-­‐System  Anamorphic  Projec2on  Adver2sing  We  manage  90-­‐degree-­‐system  anamorphic  projec,on  adver,sing    for  our  clients  –from  patent  management  to  crea,ng  ad  works.    Adver,sements  that  use  90-­‐degree-­‐system  anamorphic  projec,on  are  specially  designed  for  TV  to  make  a  2D  image  laid  flat  on  the  ground  appear  3D  when  viewed  on  television.  They  are  commonly  used  at  football  matches,  along  the  end  zone.  

Gathering,   selec,ng,   processing,   and   detailed   planning   of   relevant   informa,on;   defining   the  means—and  developing  tools  (online  and  offline)—for  transmiQng  that  informa,on  to  reach  its  target  audience

 Services

Informa,on  gathering•  On-­‐site  explora,on•  Inspec,ons,  structured  and  

unstructured  interviews•  Research,  surveys•  Various  forms  of  publica,on  

etc.

Informa2on  on  sports  organiza2on

Accumula2on    of  knowledge  

Communica,on  of  informa,on    to  sports  organiza,on  

Process  and  communicate  relevant  informa,on  by  theme  or  by  classifica,on  

Build  the  value  of  the  sports  organiza,on  

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•  Informa,on  analysis  and  classifica,on  

•  Informa,on  processing  by  communica,on  target  

Accumula2on  of  raw  

informa2on

Accumula2on  of  processed  informa2on

Communica,on  of  informa,on    to  the  media  and  sei-­‐katsu-­‐sha  Process  and  communicate  relevant  

informa,on  by  theme  or  by  classifica,on  

Organiza2onal  Chart  (as  of  April  2016)

Department Direct  Line

Licensing  Business    Department   03-­‐6441-­‐7994

Event  &  Promo,on  Department   03-­‐6441-­‐7995

Athlete  Business  Department   03-­‐6441-­‐7992

Business  Development  &  Promo,on  Department   03-­‐6441-­‐7993

Business  Plan  &  Management  Department   03-­‐6441-­‐7990

13 License/Permit:    Security  Services  Act:  No.  30003126;  Informa,on  Security  Management  ISO027001;  Construc,on  Industry  Act  -­‐  Tokyo  Metropolitan  Governor  permit  (Toku-­‐23)  No.12662

Licensing  Business    Department  

Event  &  Promo2on  Department  

Athlete  Business  Department  

Business  Development  &  Promo2on  Department  

Business  Plan  &  Management  Department  

Hakuhodo  DY  Sports  Marke2ng  Inc.

Fully  integrated  media  company Advertising  agencies

Sports  Business  Department

Hakuhodo  Inc.    Daiko  Adver,sing  Inc.    Yomiko  Adver,sing  Inc.

Hakuhodo  DY  Group’s  network  for  sports  business

HAKUHODO  DY  Sports  Marke2ng  Incorporated  

Established:    August  1,  1995Capital:    136  million  yen  Share  holder:  Hakuhodo  DY  Media  Partners  Incorporated    (sole  owner)    Head  Office:  S-­‐GATE  Akasaka,  2-­‐4  Akasaka  6-­‐chome,  Minato-­‐ku,  Tokyo  107-­‐0052  Telephone:      81  (0)3  6441  7990（main  number）Facsimile:      81  (0)3  6441  9655  

Tokyo  Metro  Chiyoda  Line:    1  minute  walk  from  Akasaka  Sta,on  Tokyo  Metro  Ginza  Line/Marunouchi  Line:    8  minute  walk  from  Akasakamitsuke  Sta,on  Tokyo  Metro  Hanzomon  Line/Yurakucho  Line/Namboku  Line:    10  minute  walk  from  Nagadacho  Sta,on  Tokyo  Metro  Ginza  Line/Namboku  Line:  6    minute  walk  from  Tameikesanno  Sta,on