Japanese companies made it happen! AFC Asian Cup Australia 2015
Toshihiro Tani
Dentsu Inc.
Kohei Mura
January 31st was a night when Sydney was intoxicated with the finest wine. The final of the 2015 AFC Asian Cup. After extra time, host nation Australia clinched its first-ever title, and midsummer Sydney was literally enveloped in excitement. The fact that they avenged their only loss in the tournament against archrival South Korea also sent the crowd into a frenzy.
Japan had won the previous tournament in Doha in 2011. While they unfortunately exited in the quarterfinals this time, dampening excitement back home, the passionate cheers from the crowd never ceased until the very end.
Attendance reached 650,000, a 60% increase from the 2011 tournament. Supporting this surge in excitement were Japanese companies, which accounted for 10 of the 16 total sponsors.
◆Toyota
Provided approximately 150 vehicles during the tournament. Vehicles featuring the tournament's original design sped through the city streets.
◆Kirin
Decorated bars throughout the city with "Megumi," an Australia-exclusive beer, and actively promoted sales at venue shops to enhance branding.
◆Epson
During the tournament, they held a major product launch event at the official AFC HOUSE venue.
◆Toshiba
◆Konica Minolta
Distributed items like Sound Sticks at the venue, helping to energize the atmosphere.
◆Credit Saison
Organized viewing tours for members, focusing on Japan's matches. Photo shows the viewing tour at the press conference area inside the stadium.
◆Nikon
Offered members the opportunity to take photos on the pitch during matches, just like professional photographers, and featured their best shots on the tournament's official website.
◆Asahi Shimbun
Operated the tournament site in Japanese. Ahead of Japan's opening match, they hosted a talk show in Midtown featuring multiple guests, including active players and former members of the Japanese national team.
◆FamilyMart
Partnered with Kirin to host a public viewing event in Toyosu, supporting domestic supporters.
◆Makita
Purchased additional tickets and boxes locally, striving to provide hospitality.
The next tournament is in 2019. The host country has been decided as the United Arab Emirates. This time, we eagerly anticipate the Japanese team reclaiming the Asian championship title, fueling the fervor back home.
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Author
Toshihiro Tani
Dentsu Inc.
Joined Dentsu Inc. in 1999. Has been involved in soccer business for 16 years since joining. Well-versed in various soccer sports marketing areas including sponsorship and broadcasting rights. Currently responsible for marketing business for the Asian Football Confederation (AFC), East Asian Football Federation (EAFF), and national/regional soccer associations.
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Kohei Mura
After working for Major League Baseball and a trading company, joined Dentsu Inc. in 2010. While working in the Sports Division on major tournaments hosted by the Asian Football Confederation (AFC) – including the FIFA World Cup Asian Final Qualifiers, Olympic Asian Final Qualifiers, and AFC Asian Cup – also engaged in the AFF Suzuki Cup, Southeast Asia's largest sporting event, demonstrating broad-ranging activities. Left Dentsu Inc. at the end of September 2024.