The "Hokkaido Ballpark F Village" Project, a New Urban Development Initiative, Wins Grand Prix at the 16th Japan Marketing Awards

The " Hokkaido Ballpark F Village" project, in which Dentsu Inc. has been participating since 2019, has won the Grand Prix, the highest award, at the " 16th Japan Marketing Awards" hosted by the Japan Marketing Association. The project was highly evaluated for embodying a sports-centered approach to town development on a scale exceeding conventional wisdom and achieving tangible results, as well as for becoming a successful model for stadium and arena concepts planned across Japan in the future.

[Project Overview]

The "Hokkaido Ballpark F Village" project realized "ballpark-centered community development" by simultaneously creating a new stadium for the Hokkaido Nippon-Ham Fighters and undertaking urban development in the surrounding area. It is planned and operated by Fighters Sports & Entertainment, a joint venture established by Dentsu Inc., the Hokkaido Nippon-Ham Fighters, Nippon Ham, and the Private Urban Development Promotion Organization.

A ballpark refers to an integrated space centered around a baseball stadium, incorporating adjacent hotels, restaurants, entertainment facilities, and more—a concept commonly seen in Major League Baseball stadiums in the United States. Its defining feature is its appeal not only to baseball fans but also to those uninterested in baseball. Amidst severe population decline and regional depopulation, it enables the use of sports to revitalize communities and address challenges such as education and health.

Partner Dentsu Inc. formed a project team centered around its Sports Business Unit and Future Creative Center. Dentsu Inc. supported this urban development project across various domains: designing the project vision, planning and producing the Future Vision Book to concretely visualize the vision, designing experiences and facilities within the area, developing the logo, handling recruitment PR and selection for new graduates and mid-career hires, developing the town's symbolic character "Kumanoko Futan," and conducting integrated planning and production for launch communications. This became an advanced case study embodying Dentsu Inc.'s proclaimed role as an "Integrated Growth Partner."

Since opening in March 2023, Hokkaido Ballpark F Village has attracted diverse visitors not only on game days but also on non-game days, exceeding 3.46 million total annual visitors. In its second year of operation, alongside new store and area openings, the opening of a medical mall and senior residences is planned. Furthermore, the opening of a university campus coinciding with the new station opening in fiscal year 2028 has been decided. It aims to become a new form centered on sports as "a ballpark the world has yet to see."

Dentsu Inc. will continue to leverage its core value of creativity to contribute to the future creation of regions, businesses, and society.

◼️About the Future Creative Center

The Future Creative Center is an internal cross-functional organization within Dentsu Inc., boasting over 90 creators and producers. It champions the mission of tackling unanswered questions and demonstrating the potential of creativity. It is accumulating case studies in architecture and urban development projects. By envisioning the future, creating spaces and architecture, building brands, and even outlining long-term business strategies, it updates the very concept of urban development projects.
https://dentsu-ho.com/booklets/428

◼️ About the Japan Marketing Awards

The Japan Marketing Awards were announced in 2007 and first held in 2009. Their purpose is to encourage activities that contribute to improving consumer lives and revitalizing the economy and society by actively promoting the development of new marketing and communication methods, or business models, within organizations such as companies, local governments, and associations, even in a challenging economic environment. They also aim to enhance the prestige of marketing. This year marks the 16th edition. Amid Japan's maturing market, numerous projects featuring creative ingenuity conducive to growth were entered, and the winners were selected through rigorous judging.

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