Former Athletic Association Socker Club Member of Parliament! Taichiro Motoei (Member of the House of Councillors & Chairman of Bengo4.com Co., Ltd.) Makes J.League the World's No. 1 League "Episode Zero: Tatsuhito Kaneko (Founder of KING GEAR) Vol.2"
For the first installment of this project, we interviewed Kazuhiro Ageo, president of Yokohama FC. Since then, I've been talking to people involved in soccer. Before publishing the article, "Why did you start this project?" Tatsuhito Kaneko, the founder of KING GEAR, and Episode Zero talked about the reason in the first place.
Koike Kikuchi
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2019/08/30
Vol.1 from here
Kaneko: Verdy was in a pinch, so you wanted to help. I think Verdy is still in a pinch. What made you quit as a sponsor?
Yuan Rong: It's hard to see the cost-effectiveness of sponsor spending...
Kaneko: Was it cost-effective?
Yuan Rong: It is difficult to say that there is. It's not a direct effect, but the lawyer who is currently the manager of our Kita-Senju branch is an unparalleled Verdy fan, and he was a law school student at the time, and he came to the stadium during the Ausense Day game. is.
He said that he wanted to join Verdy's supporters, Ausense, and he applied for our house without a single choice.
Kaneko: Is that a story limited to Mr. Ausense or Mr. Motoei? Do other sponsors feel the cost-effectiveness?
Yuan Rong: It's not zero, but when looking at the cost-effectiveness strictly, I think there are many people who are doing it while wondering, "Isn't there another good method?" .
In fact, I don't think I would have known about LEOC if Yokohama FC hadn't decided to add a chest sponsor, so I think it would have the effect of improving recognition and branding, but the effect on the money spent. In that sense, I don't know if it's really cost-effective or not if I rigorously verify it.
For example, there is data showing that if you spend several hundred million yen on a TV commercial, you can get a recognition rate of about 60%. Of course, there is also the forgetting rate. Television can reach all generations, so I wonder how it compares to that kind of effect.
Among the sponsors, I get the impression that there are more than a few that contribute to the local community, and that there are more than a few sponsors who are trying to convince the company, including loyalties and relationships.
Kaneko: As a result, I was able to get one of the Kirakira lawyers, but when I decided to become a sponsor, of course I wanted to help Verdy, but Mr. Motoei also had some expectations. Wasn't there something that was there?
Yuan Rong:is that so. There are limited methods for understanding and verifying effects such as cognitive effects and brand improvement effects, but I have the impression that there were no such dramatic effects.
Kaneko: In the end, did you part because the cost-effectiveness was small?
Yuan Rong:is that so. I can't feel the effect of continuing the amount I put out every year, so I'm going to shrink more and more.
I didn't go to zero in the second year, but my memory is vague, but I took a step back little by little, such as refraining from the stadium signboard.
Kaneko: So you started stepping back in your second year. To be honest, did you think this was tough in the first year?
Yuan Rong:is that so. It doesn't lead to a direct job request, so it's positioned in the same way as a branding commercial. After the second year, I decided that if I had this money, I should spend it elsewhere. For the time being, I am still a shareholder of less than 1%.
Kaneko: Do you want to sponsor anymore?
Yuan Rong: I'm working with Mito Hollyhock again. Just a little.
Akatsuki Co., Ltd., a publicly listed social game company, has also invested in Verdy. The Internet community and the newly listed company community have shown interest in the J.League.
Kaneko: However, just like Mr. Motoei a few years ago, wouldn't you say goodbye in a few years even if you admired and willingly paid for it?
Yuan Rong: It's not without it. If you participate with capital, you may not be able to escape easily, but I think you can see the reality from here.
Kaneko: Changing the subject, Mr. Motoei, what kind of Japan do you want to become?
Yuan Rong: Japan is a content powerhouse, and although we have been paying attention to games and anime, sports are also important content.
We must not forget that there are soccer and baseball, and I think it is important for Japan, where resources are limited, to steadily develop sports content in the future.
And since the industries that supported Japan's Showa period, including the electronics industry, are currently suffering, new industries must become Japan's growth.
Sports and content play an important role in that corner. I want to make such a country.
Kaneko: I know that there is a trend in the world of politics to use Japanese content as weapons, such as Cool Japan.
However, to be honest, I have never met anyone who sees sports as content. Is there a trend in the world of politics as well?
Yuan Rong: I think there is still a long way to go. After all, sports are under the jurisdiction of the Ministry of Education, Culture, Sports, Science and Technology, and I have an image that they are “culture”.
In the end, I think that the people who support it have created a wonderful history, but because they are people in the field of culture and people of the education tribe, they are aware that this is content, a new industry in Japan, a growing industry. I think it still needs to be improved.
In the 30 years of the Heisei era, I think that the current situation is that there has been no progress at all. I think that this happened because the national consciousness of being an industry was not that high in the first place.
Kaneko:Is there anyone in the world of politics who you could call a 'comrade' on the subject of sports?
Yuan Rong: What I'm looking forward to is Kentaro Asahi, who was a top athlete of Japan's beach volleyball team at the Olympics.
He is a sports field, but he is a man with new ideas, and he was originally a resident of that world, so he has a story.
I would like you to do your best as a storyteller. Also, I think there are quite a few young politicians who will resonate if they hit.
Continue to Vol.3
http://king-gear.com/articles/1115
Kaneko: Verdy was in a pinch, so you wanted to help. I think Verdy is still in a pinch. What made you quit as a sponsor?
Yuan Rong: It's hard to see the cost-effectiveness of sponsor spending...
Kaneko: Was it cost-effective?
Yuan Rong: It is difficult to say that there is. It's not a direct effect, but the lawyer who is currently the manager of our Kita-Senju branch is an unparalleled Verdy fan, and he was a law school student at the time, and he came to the stadium during the Ausense Day game. is.
He said that he wanted to join Verdy's supporters, Ausense, and he applied for our house without a single choice.
Kaneko: Is that a story limited to Mr. Ausense or Mr. Motoei? Do other sponsors feel the cost-effectiveness?
Yuan Rong: It's not zero, but when looking at the cost-effectiveness strictly, I think there are many people who are doing it while wondering, "Isn't there another good method?" .
In fact, I don't think I would have known about LEOC if Yokohama FC hadn't decided to add a chest sponsor, so I think it would have the effect of improving recognition and branding, but the effect on the money spent. In that sense, I don't know if it's really cost-effective or not if I rigorously verify it.
For example, there is data showing that if you spend several hundred million yen on a TV commercial, you can get a recognition rate of about 60%. Of course, there is also the forgetting rate. Television can reach all generations, so I wonder how it compares to that kind of effect.
Among the sponsors, I get the impression that there are more than a few that contribute to the local community, and that there are more than a few sponsors who are trying to convince the company, including loyalties and relationships.
Kaneko: As a result, I was able to get one of the Kirakira lawyers, but when I decided to become a sponsor, of course I wanted to help Verdy, but Mr. Motoei also had some expectations. Wasn't there something that was there?
Yuan Rong:is that so. There are limited methods for understanding and verifying effects such as cognitive effects and brand improvement effects, but I have the impression that there were no such dramatic effects.
Kaneko: In the end, did you part because the cost-effectiveness was small?
Yuan Rong:is that so. I can't feel the effect of continuing the amount I put out every year, so I'm going to shrink more and more.
I didn't go to zero in the second year, but my memory is vague, but I took a step back little by little, such as refraining from the stadium signboard.
Kaneko: So you started stepping back in your second year. To be honest, did you think this was tough in the first year?
Yuan Rong:is that so. It doesn't lead to a direct job request, so it's positioned in the same way as a branding commercial. After the second year, I decided that if I had this money, I should spend it elsewhere. For the time being, I am still a shareholder of less than 1%.
Kaneko: Do you want to sponsor anymore?
Yuan Rong: I'm working with Mito Hollyhock again. Just a little.
Akatsuki Co., Ltd., a publicly listed social game company, has also invested in Verdy. The Internet community and the newly listed company community have shown interest in the J.League.
Kaneko: However, just like Mr. Motoei a few years ago, wouldn't you say goodbye in a few years even if you admired and willingly paid for it?
Yuan Rong: It's not without it. If you participate with capital, you may not be able to escape easily, but I think you can see the reality from here.
Kaneko: Changing the subject, Mr. Motoei, what kind of Japan do you want to become?
Yuan Rong: Japan is a content powerhouse, and although we have been paying attention to games and anime, sports are also important content.
We must not forget that there are soccer and baseball, and I think it is important for Japan, where resources are limited, to steadily develop sports content in the future.
And since the industries that supported Japan's Showa period, including the electronics industry, are currently suffering, new industries must become Japan's growth.
Sports and content play an important role in that corner. I want to make such a country.
Kaneko: I know that there is a trend in the world of politics to use Japanese content as weapons, such as Cool Japan.
However, to be honest, I have never met anyone who sees sports as content. Is there a trend in the world of politics as well?
Yuan Rong: I think there is still a long way to go. After all, sports are under the jurisdiction of the Ministry of Education, Culture, Sports, Science and Technology, and I have an image that they are “culture”.
In the end, I think that the people who support it have created a wonderful history, but because they are people in the field of culture and people of the education tribe, they are aware that this is content, a new industry in Japan, a growing industry. I think it still needs to be improved.
In the 30 years of the Heisei era, I think that the current situation is that there has been no progress at all. I think that this happened because the national consciousness of being an industry was not that high in the first place.
Kaneko:Is there anyone in the world of politics who you could call a 'comrade' on the subject of sports?
Yuan Rong: What I'm looking forward to is Kentaro Asahi, who was a top athlete of Japan's beach volleyball team at the Olympics.
He is a sports field, but he is a man with new ideas, and he was originally a resident of that world, so he has a story.
I would like you to do your best as a storyteller. Also, I think there are quite a few young politicians who will resonate if they hit.
Continue to Vol.3
http://king-gear.com/articles/1115
