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AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTSNS Advertising for Sports & Entertainment
A ticket selling window closes whether you like it or not, on the matchday or the performance date. We build the delivery peaks around the calendar and judge on tickets sold, not views.
Meta
Instagram
TikTok
Numbers
33.0%
Gate revenue rose, loss-making clubs tripled
Year-on-year growth in B.LEAGUE gate revenue. Meanwhile the number of loss-making clubs went from five to fifteen
B.LEAGUE, 2024-25 Season Club Financial Summary, October 202557.3%
Six in ten fans watch on social
Share who view sports content on social media. Those who post anything themselves: 17.6%
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)41.7%
What gets looked at most is YouTube
The platform people use most to view sports content. X follows at 30.4%, Instagram at 29.0% and TikTok at 14.5%
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)19.9%
What they follow is the club itself
The account type social viewers most often follow. Official accounts are what advertising lands on
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (social media viewers, n=1,146)8,641yen
The biggest spenders are people under 30
Monthly spend on attending, among people in their teens and twenties. Around 6,000 yen higher than the 50-69 bracket
Hakuhodo Institute of Media Environment, published November 2024 (n=2,394)9.01m
J.League fans fell 5% in a year
Estimated J.League fan base, down 5.4% year on year. Without going after new audiences, the pool shrinks
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)Issues
01
Rebuild the campaign for every fixture and the selling window closes before any learning accumulates. Every time, you go looking for what works from scratch.
The fixSeason-long delivery builds up the people who responded, then cuts in on sale day, the run-up and walk-up tickets.
02
Where selling completes on an external platform, all the dashboard keeps is the hand-off. Any conversation about cost per ticket stops there.
The fixTags and UTMs on the purchase completion page, and for external selling, reconciliation through dedicated codes or attendance data.
03
With nothing to run but press shots and announcement banners, the faces it reaches stay the same. The share of reach that is new has nowhere to go.
The fixWe recut first-person video of the matchday experience and training to 10-20 seconds and run it as advertising.
Solution
01
It starts with measurement tags and UTMs on the fixture page and the purchase completion page. Where selling completes externally, we choose between dedicated codes and reconciliation against attendance data.
02
From the first-person video of the matchday experience and training, we pick what retention and saves have proven, recut it to 10-20 seconds and deliver it.
03
Season-long delivery builds up the people who responded, then cuts in at sale day, the run-up and walk-up tickets. Budget goes to the seat categories that tend not to sell.
04
Tickets sold and cost per ticket come first, with CPM, retention and the share of reach that is new alongside, plus what to produce next month.
What we watchCPM, retention, taps to the landing page
What we watchClick-through rate, arrivals at the sales page
What we watchFrequency, purchases
What we watchPurchases, sell-through by seat category
The mix is one example. Where the delivery peaks sit changes completely between a club, a promoted event and a permanent venue.
Process
Delivery design through ticket measurement, reporting and next month's plan, all with the same people
Phase01
Whether advertising works is all but settled in the set-up before delivery.
We confirm the result you want and the selling calendar, then pick platforms and objectives. Measurement tags and UTMs go on the fixture page and the purchase completion page.
Phase02
It starts with assembling a comparable set, not one perfect video.
Posts that got a good response are recut to 10-20 seconds. Where there isn't enough material, we come in and film during training or set-up.
Phase03
Budget goes in once the early data confirms the response.
Before the selling peak arrives, several run at once in small budgets. We judge what survives on CPM, retention, click-through and early purchases.
Phase04
Budget moves to what works and carries straight to the next fixture.
Budget is reallocated to the creative and seat categories that perform. Messaging that worked at the last fixture carries over unchanged.
Phase05
The order starts with what you spent and how many tickets moved.
Monthly reporting leads with tickets sold and cost per ticket, with CPM, retention and the share of reach that is new alongside. Next month's creative brief gets decided there too.
FAQ
It can. Honestly, rebuilding it every time means the learning never accumulates. We separate season-long delivery from per-fixture delivery and build peaks at sale day, the run-up and walk-up tickets.
The first thing we separate is what can be measured and what can't. We track reliably as far as your own fixture page, and cover the rest with dedicated codes or reconciliation against attendance data.
Within the rights you hold, yes. We confirm where the rights sit at the first meeting and don't touch material that hasn't been cleared. We usually begin with advertising led by the matchday experience and the venue.
There are two structures, fully performance-based and management-fee based. Performance-based where it completes online, as a ticket purchase does; a management fee for awareness or a concentrated push. The detailed terms are on the social ads pricing page.
Production alone is fine. Ad management stays with your existing team, and we take only the vertical video production and the analysis of what worked.
We talk through work from close industries and the process when we meet. The results with numbers behind them are collected on the Social media management for sport and entertainment page.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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