Summary

While development of new technologies including smartphones and OTT has drastically changed consumer behaviour, events such as sports and festivals has been paid more attention as one of the key methods for marketing.Japan Sports Agency researched and analysed good practices from both home and abroad, and revealed the tendency and elements for success in sponsorship activation in conjunction with KPMG last year. In this session, outline of the last year's research and policy to promote innovation in sports fields will be introduced.