What LIXIL wants to convey through sports vol.1 "As a mutually acceptable family"
LIXIL (President and CEO: Kinya Seto), with its vision of "Contributing to the future of rich and comfortable people's lives of people all over the world" is a sports that brings passion to people and impresses life We continue to cheer in various forms. Like top athletes, LIXIL continues to embrace the desire to be a presence to impress people around the world through all products and services related to living.
Hidemi Sakuma
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2018/04/11
Ltd.LIXIL
Marketing Headquarters Sponsorship StrategyG
group leader
Mr. Atsushi Toya
- About LIXIL and sports initiatives
Toya: LIXIL was founded in 2011 with five companies integrated, each of which five companies sponsored sports. For example, a company named Old Tostem supports Kashima Antlers and former INAX supports golf, after concatenation the object of sponsorship has become more specific, and we are currently reviewing what LIXIL should support.
Regarding sponsorship sponsorship, we started out with our associates with Kashima Antlers in the second year of the J League in 1994. From that point, I think that sports sponsorship is not just seeking short-term promotional effects, but to build a relationship as a long partner has taken root.
I have heard that Antlers is 25 years old and is the longest as a pure breast sponsor of the J1 league. Girls 'golf has also sponsored for more than 10 years, and I think that it is our company' s strength to support the job as soon as it is decided.
- The chance of involvement with Kashima Antlers
Toya: Since the factory of the former Tostem is many in underwear in Ibaraki prefecture etc. There were quite a lot of employees, so we started sympathy with empathy with the idea of community ties between J League and Antlers. I think that not only Ibaraki but also employees nationwide are cheering hard to support Antlers with the stadium and TV.
WelcomeLIXIL has advanced globalization, Antlers also won second place in the Club World Cup, and has been active in overcoming Japan. In that sense, it seems to me that the relationship that can support the sports team for a long time as a sponsor may have a wonderful effect that I had not imagined.
- To build a wonderful relationship
Toya: I think that this is also the strength of a team or a player who is also a sponsor, but I think that it is concentrated in that it is regarded as being a family of both familiar and mutually recognizable beyond the frame of team and sponsor I will. As a result of establishing friendship relations, I believe that other sponsors can also engage in various story in business as well.
- On the Approach with Kashima Antlers
Toya: There is the East Japan great earthquake in 2011 and it is not well known, but Ibaraki prefecture also caused considerable damage, and many people were damaged, the Kashima stadium also suffered damage, you can play the game for a while There was no thing.
At that time, with the aim of restoring the smile to the team, fans and the affected people, LIXIL and Antlers, OB people of Kashima will be the center and a charity match "SMILE AGAIN ~ YELL FROM KASHIMA ~ has been held. At that time I had donated all donations gathered to Ibaraki prefecture and Antlers.
LIXILWhen I talked to cooperate to help Antlers, other sponsors immediately agreed with me, did not they?
vol.2.
LIXIL
http://www.lixil.co.jp/
Coverage for coverage / LIXIL Corporation
Interview photograph / Hidemi Sakuma
