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B.LEAGUE Opening ~ Pursuing the Infinite Potential of Arena Sports
Japan's premier men's professional basketball league, the B.LEAGUE, finally kicked off on September 22nd.
Its innovative presentation, centered around the world's first full-LED court in official games, demonstrated the potential for new arena sports experiences created by technology-driven creativity. We report on the goals and vision of the B.LEAGUE, which holds the future of basketball.
For a long time, Japan's top men's basketball league remained divided between the NBL (National Basketball League) and the bj-league (Japan Professional Basketball League). Concerns raised by the International Basketball Federation (FIBA) led to the formation of a task force in 2015 to revitalize Japanese basketball. Saburo Kawabuchi, a key figure in the founding of the J.League, was appointed as its first chairman. Under Mr. Kawabuchi's leadership, the B.LEAGUE (Japan Professional Basketball League) was founded in April of that same year. Efforts were made to integrate the two leagues, which had different cultures, covering everything from game operations to competition rules.
Then, on September 22, the historic moment arrived: the tip-off between the Alvark Tokyo and the Ryukyu Golden Kings at the Yoyogi National Gymnasium First Gymnasium. The B.LEAGUE had finally commenced. Partnering with sponsors including SoftBank, Sony Music Entertainment, Fujitsu, and Casio, the league aims to elevate the competitive level of Japanese basketball while also pioneering new frontiers in the live arena viewing experience.
Pursuing Entertainment on the Arena Stage
The B.LEAGUE's commitment to entertainment was symbolized by the opening game's full-LED court production. After repeated meticulous verification tests with players regarding performance impact and load capacity, it was finally realized. The opening sequence, where the court appeared to collapse from the center, drew a huge gasp from the stands.
Music is also a vital element in basketball. With the cooperation of sponsor Sony Music Entertainment, the official anthem by creative unit PKCZ and the opening game theme song by ShuuKaRen were produced. They also appeared during halftime, energizing the crowd alongside the venue's light show using Sony's penlight system "FuriFura."
The B.LEAGUE's strong commitment to design is evident throughout, from the logo to merchandise. The Tokyo Opening Game tickets
featured a special credit card-style design. Paired with a "countdown" calendar, it was conceived as a lifelong memento of this historic moment.
The tickets sold out within 20 minutes of going on sale.
Communication to Capture Today's and Tomorrow's "Boosters"
Fuji TV broadcast the opening game live during prime time on a nationwide network for the first time in Japanese basketball history. From the production announcement on May 24th leading up to the event, promotions were featured across all programs and events, including news and sports shows, the 27-Hour TV marathon, and the "Odaiba Adventure King" event, building excitement. The game was simultaneously broadcast on NHK-BS, SPONAVI LIVE, and LINE LIVE. Online, B.LEAGUE-related keywords dominated Yahoo search rankings, occupying 19 out of 20 top spots.
The "B League Bible," a collaboration with Men's Non-no through Shueisha's full cooperation, sold out on Amazon's pre-order sales and was reprinted before its release—an unusual occurrence. The cover, featuring AR (augmented reality) elements, showcased B.LEAGUE players alongside Takanori Iwata and Kenjiro Yamashita of the third-generation J Soul Brothers. In promotional videos, popular players and "Boosters" (basketball fans), including actresses Alice and Suzu Hirose, demonstrated the basketball skill of the spinning ball.
Special Interview
Evolving the Game-Watching Experience Through Digital Marketing
B.LEAGUE Chairman Masaaki Okawa
The B.LEAGUE wasn't formed by merging two existing leagues. Instead, it was established as a new league under new guidelines, with clubs from the former leagues joining. There are three main objectives. First, to raise the overall level of Japanese basketball and produce players and teams that can compete globally. We will focus on developing and strengthening players ahead of the FIBA World Cup to be held in China in 2019.
Second, pursuing entertainment value. Leveraging its status as an indoor sport, we aim to satisfy spectators even outside game time through productions using sound and light, and participatory events. Third, realizing the "Dream Arena." The recent opening game featured the world's first full-LED court for official games and Japan's largest suspended video screen. We believe that for basketball to grow as an industry and produce top-tier players, including those earning over 100 million yen, a key factor is how well we can provide extraordinary spaces called "arenas," distinct from traditional gymnasiums.
The B.LEAGUE will also be the first professional league in Japan to focus on digital marketing by integrating data from all teams. Japan has a deep basketball player base, with 650,000 registered players—second only to soccer—plus a large "enjoyment layer" of recreational players. Building a customer database is fundamental to B2C business. We want to connect with and satisfy every individual involved in basketball. Furthermore, we aim to enhance the appeal of the B.LEAGUE by incorporating the latest technology into player development, strategic analysis, and expanding the spectator experience. We will build win-win relationships with partner companies like SoftBank, Fujitsu, and Sony Music Entertainment to achieve this.
The B.LEAGUE's slogan is BREAK THE BORDER. We want to break conventional norms while firmly capturing and evolving our fan base, centered around young people.
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