Sports

[ABeam Sports Column # 7]Key points for co-creation of value with companies and true community-based │ HALF TIME Magazine

In Part 1 of this column, I mentioned that content holders need to “co-create new value with sponsor companies” and “build a” true “relationship with the community.” The issues that companies should tackle are diversifying, and recently, the number of cases where SDGs are being tackled is increasing. One way to respond to the diversification of corporate needs is to expand the customer base, but for that purpose, it is necessary to involve local residents around the bases where content holders are active. In this column, we will consider the points for cooperation between sports, companies, and regions. (Sentence = ABeam Consulting Manager Kazuto Sawai)

Why Content Holders Should Build Relationships with the Community

I think there are two main reasons why content holders should build relationships with the community.

The first is to become a fan of local residents.

Various content holders hold games at each stadium / arena, but the spectators who visit each game not only affect the content holders in terms of income such as admission fees and product sales, but also support them at the venue. As it supports the content holder.

However, with the exception of some, the stadiums / arenas around the country are not very convenient for transportation, and there are many places where you can walk a considerable amount of time from the nearest station. The current situation is that it is difficult to say “let’s go see the game casually”.

In the current stadium / arena environment, in order to attract people other than high-loyalty fans who want to “feel free to go see the game”, it is realistic to attract the residents around the stadium / arena as fans. I think it might be.

For that purpose, it is necessary for content holders to become close to the local residents through activities that contribute to the local community, not just the match, and have them become fans before visiting the match venue. Is.

In fact, at the stadium near my home, content holders who use the stadium hold events such as local nursery schools, elementary schools and sports experience classes. The author’s children who participated in the classroom are definitely becoming fans of the content holder, and the author himself is becoming a fan. Also, especially before the Korona-ka, when I had free time, I had the experience of going to the match venue, buying tickets, and enjoying eating and drinking while watching the match, but it is possible because I am a local resident with a stadium / arena nearby. There will be. In this way, it is important for content holders to carry out activities to increase the fans of local people while solving local issues.

Connection with the community is also useful for acquiring sponsors

The second reason content holders should build relationships with the community is that they are likely to lead to the acquisition of sponsors in the community.

Increasing connections and fans with local residents can create great benefits in terms of acquiring sponsor companies and co-creation.

As mentioned in the third column, when a company decides to invest as a sponsor, it is necessary for the content holder to clearly indicate whether it has a direct effect on the management issues that the company faces. However, as a preliminary step, he explained that it is necessary to be selected as a partner to solve management problems, and it is also important whether the company is loved locally, especially in sports where the emotion is high in that selection.

When we also supported the acquisition of sponsors for sports clubs before, when comparing the business negotiation progress rates of companies in the region where content holders are located and companies in other regions, there was a high probability that business negotiations would proceed with the companies in the region where they are located. From this fact, you can see that being a person who is connected to and loved by the community is also important for sponsor sales.

However, simply connecting with the community and being loved does not lead to the acquisition of sponsors. I think it is necessary to concretely show that we will firmly co-create new value.

Co-creation of new value with companies

Previously, the corporate issues that can be solved by sports have been centered on “improving corporate awareness by exposing the company name”, and there were expectations of sponsor companies, but with the current sponsorship, the sponsor companies It is difficult for sponsor companies with various stakeholders to make investment decisions unless it is easy to directly measure the effect as well as the recognition of exposure, which is difficult to measure the direct effect on the business.

Therefore, content holders need to make full use of their assets to meet the corporate challenges of sponsor companies. The needs of sponsor companies are organized as shown in the table below, but as we visit companies to support sponsor sales of leagues and clubs, the companies side as a co-creation of content holders, companies, and regions. I feel that the needs sought from the SDGs are in the efforts of SDGs. This time, we will focus on this need and explain what kind of assets should be actually provided and co-creation with companies and regions.

Sports x company x community co-creation efforts

As mentioned in the fourth column, sponsor companies are becoming more enthusiastic about the efforts of the SDGs. Companies carry out activities related to the SDGs at the request of investors, but if the efforts are made by the company alone, they often have the problem of “it’s okay to do it, but it doesn’t have the ability to communicate.”

Originally, it is necessary to have the ability to disseminate activities in order to raise the level of attention from investors, but the reality is that the SDGs activities of a single company are rarely noticed. On the other hand, in sports, in addition to changing the approach to social issues into a positive image through the natural image, it is easy to create “empathy” and “sense of unity”, and it can be expected that not only content holders but also their fans will send out. .. For sponsor companies, it is possible to solve the worries about disseminating their SDGs activities that have not been noticed.

Content holders are originally engaged in activities rooted in the community and are working to solve social issues that exist in the community. Content holders think that the value provided is to adjust the assets of the activities they are working on in the direction that the sponsor company wants to work on, and to utilize the assets of fans to disseminate them.

At that time, what is needed is the affinity between the theme of solving social issues in the area where the content holder is working and the assets of the sponsor company, and the people who surround the sponsor company and the company by carrying out the activities. It is to carry out activities based on what the added value created by us is.

For example, if a company that transports and delivers consumer goods to individual customers in-house collects content holders and used books and donates them to the community, the sponsor company uses the sponsor company’s transportation and delivery network to collect the used books. By donating used books to local customers and areas that are connected to content holders, as a sponsor company, we are able to contribute to solving social issues such as effective use of resources, as well as from customers and local residents to sponsor companies. Engagement with the consumer goods handled can also be increased.

In addition, these activities need to be firmly transmitted from content holders. Content holders have assets such as a customer base centered on fans and local residents and connections with the media. For example, Chiba Jets Funabashi has become a “problem-solving hub” and is engaged in social problem-solving activities in collaboration with companies and communities, and their activities have been widely covered in the media. In addition, it is possible to create a sense of unity with the community by engaging in activities that involve fans and local residents.

“A sense of unity with the community” that can only be achieved by sports

A sense of unity with this region can only be achieved by sports, and I will give specific examples.

The aforementioned Chiba Jets Funabashi is a team that is loved by the community by conducting social contribution activities rooted in the community. Before Corona, the team has a lot of fans, boasting an average audience of over 5,000.

The reason why the club is loved by fans is not only “strength” but also activities that contribute to the community. In return for the support of the fans / regions, the club has launched an activity called “JETS ASSIST” to listen to local issues and involve companies to solve local issues.

As an example, as an activity aimed at raising awareness of the plastic waste problem and promoting recycling, clothing collected from fans was reprocessed using the technology of the sponsoring company and sold as a “Jet’s Kizuna T-shirt”. be. This is an initiative to reduce the amount of waste discharged in the region by involving not only clubs and supporting companies but also fans with Chiba Jets as a hub, which is a good example of “co-creation”.

We are investigating such cases and developing menus that content holders can sell according to the items of each SDGs, so please feel free to contact us.

This time, I explained “co-creation with companies” and “building true relationships with local communities”. When content holders expand their business in the future, I think that these are not things to think individually, but to be aware of both. We hope that this methodology will take root in content holders and grow into content holders that are loved by companies and regions.

Sponsored: ABeam Consulting
■ Homepage: https://www.abeam.com/jp/
■ Contact: https://www.abeam.com/jp/ja/contact_jp


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