Bridging Research and Practice: Academic Endeavors with Professional Sport Organisations in Japan

Japanese fans cheer on the Reds during a soccer game

By Associate Professor Makoto Nakazawa (University of Tsukuba, Japan)

Makoto Nakazawa is Associate Professor of the Institute of Health and Sport Sciences at the University of Tsukuba, Japan. He has worked with a variety of sport related organisations including

  • Japan Professional Soccer League
  • Japan Football Association
  • Japanese Olympic Committee
  • Japanese Ministry of Education, Culture, Sports, Science and Technology
  • National Agency for Advancement of Sports and Health
His primary research interests are in the promotion for sports leagues and social functions by professional sports leagues. Professor Nakazawa has published scholarly works in scientific journals including
  • Sport Marketing Quarterly
  • European Journal of Sport Management
  • International Journal of Sport Marketing and Sponsorship
  • Sport Management Review

Abstract

The presentation will discuss the development of a cooperative research agenda with the Japanese Professional Soccer, to examine the formation and sustainability of a fan-based market in Japan.

The Japanese Professional Soccer, known as the J. League, was launched in 1993 as the first professional soccer league. A chronological analysis of trends and changes to the sport will be summarised and illustrate cooperative on-going J. League research activities started in 1992. The analysis will examine the impact of historical events in the Japanese soccer world such as FIFA World Cup 2002 and Sport Lottery on attitudes and behaviours of J. League fans (e.g., Funk, Nakazawa, Mahony and Thrasher, 2006).

Finally, marketing strategies implemented by J. League clubs based on data and recommendations from research activities will be explained. The presentation will highlight the benefits of cooperative long-term arrangements between academic researchers and industry professionals to strengthen the research-practice relationship.

Date: Wednesday, 21 May 2008
Venue:  Centre for Tourism, Sport and Service Innovation Lab, Business 1 building (G01), Room 3.57
Time: 10:30 am - morning tea with Dr Nakazawa
11:00 am - seminar presentation
11:40 am - 12:00 pm - questions and discussion

RSVP: by 14 May 2008 - please email c.wylie@griffith.edu.au
Enquiries: Seminar convenor Professor Dan Funk - please email d.funk@griffith.edu.au

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