New Japanese sponsors enter Asian sports market

Two major Japanese corporations, not previously associated with sport sponsorships, have taken on new tournament partnerships.

Tokyo-based life insurance company Meiji-Yasuda has become the title sponsor of the entire J League competition, expanding its reach to the top two divisions of Japanese football, following a prior deal in 2013 for the then newly-formed third division, the J3.

The 2015 season will see a significant rebranding in the J League, with the top two divisions now following the model of the third. The Meiji-Yasuda J1 and Meiji-Yasuda J2 will kick off in March.

Although contractual details have yet to be released, the deal brokered by Dentsu, has been described as one of the biggest sponsorship deals in Japan.

The insurance company now sits alone at the top of the J League's sponsorship pyramid. One tier below, in the Top Partner category are Canon, Aidem, Coca-Cola, Japan Credit Bureau, Colopl, and Route Inn Hotels.

With Konami, Calbee and McDonald’s J-League sponsorship ties ending ahead of the 2015 season, Colopl and Route Inn Hotels have been new entrants to the mix.

After a three-year absence, the Singapore Open will make a return to the golf tournament circuit with a new title sponsor in Sumitomo Mitsui Banking Corporation (SMBC).

The Japanese commercial bank will be taking over the reins from Barclays, after the British financial institution had decided not to renew its sponsorship in 2012.

While next tournament’s US$1 millionprize purse is a far cry from the 2012 edition, which offered US$6 million, organisers still believe the tournament will be able to attract stars such as Rory McIllroy and Adam Scott.

The SMBC Singapore Open will be held from 28th to 31st January 2016 at the Serapong course in Sentosa Golf Club.

An increasing number of Japanese companies are looking to sport sponsorship properties in advance of the 2019 Rugby World Cup and the 2020 Tokyo Olympics.

The addition of a Japanese team to the expanded Super Rugby competition is also attracting sponsor interest.

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