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Crowds are back and revenue isn't following, because building awareness and selling tickets have become two separate jobs. We reconnect awareness, purchase and return visits into one funnel.
Google (SEO)
Instagram
TikTok
Official LINE account
Numbers
26.74m
Baseball attendance hit an all-time high
Attendance at Central and Pacific League fixtures in 2025. A record
Nippon Professional Baseball (NPB), published October 20255.48m
B.LEAGUE attendance grew 2.5x in ten years
Total attendance in the B.LEAGUE's 2025-26 season. Around 2.5 times the level of its first season ten years ago
B.LEAGUE official announcement, July 202622.18m
The baseball fan base is flat
Estimated fan base for Japanese professional baseball, up 0.4% year on year. By club, Hanshin leads with 4.77 million
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)9.01m
J.League fans fell 5% in a year
Estimated J.League fan base, down 5.4% year on year. Attendance and fan numbers move independently
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)57.3%
Six in ten fans watch on social
Share who view sports content on social media. YouTube 41.7%, X 30.4%, Instagram 29.0%
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)8.2m
Fans connected on LINE: 8.2 million
Followers of the official B.LEAGUE LINE account, up from 5.8 million in August 2022
LINE Yahoo for Business case studyIssues
01
There are about 20 home fixtures a year. Building awareness and selling collide, leaving no room for anyone to decide to attend.
The fixWe film training, travel and community events, building a presence across the 345 days that aren't matchdays.
02
Without measurement on the sales and membership pages, all that stays is views and a total of tickets sold.
The fixMeasurement tags and UTMs on the sales and membership pages lay out completed purchases and sign-ups.
03
Walk-up attendees leave no contact details and nowhere to send the next fixture's details, so the marketing starts from scratch.
The fixWe segment by attendance history and how often they come, and send the next fixture on LINE.
Solution
01
We ask about your revenue mix and break the journey into stages, from people who don't know the sport to members. The numbers and conversion at each stage, and the order of investment, get set here.
02
We film training, travel and community events through the eyes of the players and performers. Short video gets you found; longer video gets you liked.
03
Measurement tags and UTMs on the sales and membership pages let us lay out layered KPIs from page arrival to completed purchase and sign-up.
04
We segment by attendance history, purchase history and how often they come, and send different things to first-timers and regulars. The data collected stays as an asset.
What we watchViews, average watch time, profile visits
What we watchSaves, retention rate, link clicks
What we watchTickets purchased, cost per purchase
What we watchBranded searches, arrivals at the ticketing page
What we watchFollowers, purchases and sign-ups from messages
A club or a venue changes the order. The mix is an example.
Process
Funnel design through awareness work, measurement and running LINE, supported without being split up
Phase01
What gets settled first is which revenue line pays it back.
The split across sponsorship, gate, merchandise and membership, plus the fixture list and the existing paths. Once that is mapped, the numbers and conversion at each stage become the KPIs.
Phase02
The 345 days that aren't matchdays become where the contact sits.
We design the message across several angles and connect managed accounts, advertising and landing pages with the same words. What may be filmed gets drawn first, under the governing body's rules.
Phase03
We see which programme led to how many tickets.
Measurement tags and UTMs go on the official site, the sales page and the membership page, so arrival through to completed purchase and sign-up sits on one table.
Phase04
The relationship with someone who came once doesn't run by hand.
We segment by attendance history, purchase history and frequency, sending first-timers an introduction and regulars membership and merchandise.
Phase05
Budget moves to what is working.
Monthly reporting runs tickets purchased, sign-ups, LINE followers and return rate, in that order. The same numbers come in a form you can use in sponsorship pitches.
FAQ
That's exactly the point. There are about 20 home fixtures a year. We design how the other 345 days become where the contact sits. Training, travel and events carry fewer filming restrictions, which makes them the freest ground for ideas.
As far as we know, no primary research has shown a causal link between follower count and attendance or revenue. What we can promise is making the engaged fans visible and getting purchases and sign-ups countable.
You can, as long as it is made countable first. Measurement tags and UTMs go on the sales and membership pages, and we total up which route led to a purchase. It is purely a question of whether it was set up.
It will. The numbers from posting don't stop at PR results; they are the sponsorship pitch itself. Monthly reporting runs reach and time spent, fan demographics, then purchases and sign-ups.
From the design onwards. We build segmented and sequenced messaging by attendance history, purchase history and frequency. The LINE official account and the tools are contracted in your name, and we support the running of them.
We do. For FC Tokyo we supported ticket promotion through influencer PR, and we produce community event video for a J.League club. There is more on the Influencer PR 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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