Showcasing athletes’ appeal through a PR mindset. Casting professionals who enhance clients’ brand value.

As a PR agency, SUNNY SIDE UP supports the promotion of many people, products, and organizations to the public. Many of you may also associate us in particular with strong capabilities in sports PR.

SUNNY SIDE UP has a proven track record in athlete management, including Hidetoshi Nakata and Masakiyo Maezono, and excels at solving a wide range of challenges, from sports-related events and promotions to more.

This time, we spoke with Okumura, a member of the Sports team in Division 5, which handles sports casting and more, about what makes the work rewarding, the appeal of sports, and the kinds of people he works with.

Now in his sixth year since joining SUNNY SIDE UP mid-career, Kentaro Okumura has taken on a variety of sports, including basketball, rugby, and cycling. Even now, he never misses checking matches and races, including overseas.

Changing careers from apparel to SUNNY SIDE UP: “I thought I could do work connected to the sports I love.”

I have loved sports since I was little. In elementary and junior high school I played basketball, and later rugby. Even now, I enjoy playing basketball once a week through SUNNY SIDE UP’s club activities, and I ran the Okinawa Marathon as part of the running club—sports have become part of my life.

Before joining SUNNY SIDE UP, I was in charge of press PR in the apparel industry. I wasn’t originally interested in PR; rather, as I worked in apparel, I experienced press PR and came to realize how interesting it was. However, because my previous job was limited to the apparel industry, I decided to move to SUNNY SIDE UP in search of an environment where I could engage in a broader range of PR fields.

In fact, when I was a student, I worked part-time as a bicycle messenger, and I visited SUNNY SIDE UP many times even back then. The office at the time didn’t have the café-like atmosphere it does today—it was a typical business office—but I remember everyone working there being bright and full of energy. That strong impression was also one of the reasons I decided to join.

During my job search, I was not particularly focused on the sports field, but I knew SUNNY SIDE UP was strong in sports. And since the mid-career opening was also in the Sports Division, I applied thinking, “I may have opportunities to be involved with sports as well.”

Currently, I belong to Division 5 Sports, which handles many sports projects, so I often work on sports-related assignments. For example, I have worked on PR for major marathon events and large-scale sports events such as the NBA and Formula E. I also plan and operate events where athletes appear.

Why we are strong in sports: “Management and casting as KOLs made possible because we deeply understand sports and athletes.”

Because we began managing athletes such as Hidetoshi Nakata early on, many people in companies and the media have the impression that “SUNNY SIDE UP is strong in sports.” I feel that this has led to an environment rich with opportunities in the sports field.

In Division 5 Sports, we have Executive Officer Shimizu, who manages former MLB player Ryota Igarashi, as well as managers for active professional tennis player Miyu Kato and table tennis player Miwa Harimoto.

Recently, we have also been focusing on operating athletes’ YouTube channels. For channels such as those of Mr. Igarashi and Ms. Kato, a dedicated team handles operations, including planning. Mr. Igarashi has signed a sponsorship agreement with JTB and is developing projects such as “If you’re going to watch Major League Baseball for the first time, go with JTB.”

Another of our strengths is managing athletes’ event appearances and media engagements. At a sake event hosted by JAPAN CRAFT SAKE COMPANY, led by Mr. Hidetoshi Nakata, we carry out activities every year to “share the appeal and culture of Japanese sake with the world.” In addition, with Shohei Ohtani’s success, requests to Mr. Igarashi for game commentary and guest appearances have been increasing.

There are two patterns for projects: those we proactively pitch and bring to fruition, and those we undertake upon request. We manage each while making the most of their individual strengths. Not only athletes but also talents have their own visions, and some choose to appear in the media as a second career after retiring from sports. Because SUNNY SIDE UP has worked directly with media professionals as a PR agency, we can smoothly support media appearances as commentators and event speaking engagements—this is likely a key difference from so-called management agencies.

In this way, athletes have been increasing their presence as KOLs with the times, and SUNNY SIDE UP excels at planning and execution from that perspective. This is because we believe that, as points of contact with athletes have increased through social media and other channels, their influence has grown among people who feel empathy and admiration for athletes’ ways of life and lifestyles. And because SUNNY SIDE UP has a deep understanding built through close relationships with athletes, we have been able to maximize their ability to communicate by matching them with companies. We strive to enhance athletes’ value in a way that leads to increased value for our clients.

Proven knowledge and experience in the sports field

Because we love sports, we deeply understand how the industry works. Rather than simply casting someone who fits an image, we achieve the best match by understanding the background of the sport and the athlete. For example, active athletes have seasons, and matches and results are the top priority. It is also essential to obtain permissions and confirmations from affiliated organizations. Even in individual sports, some disciplines have federations, and responses must take sponsor relationships into account. We believe that our familiarity with these industry rules and customs is also a strength of SUNNY SIDE UP.

In addition, we have formed a business partnership with Kenji Kohashi, who serves as an event planning producer for Expo 2025 Osaka, Kansai and as a producer of music events, and we centrally manage media-related operations such as interview coordination. Because SUNNY SIDE UP can handle not only management and PR but also event production, we can also support athletes and talents in turning what they “want to do” into reality.

Casting beyond sports is also welcome: “The fresh, healthy image of athletes is attracting attention across a wide range of industries.”

We receive casting requests across a variety of areas, not limited to sports, including travel, fashion, and technology. For example, because my previous job was in apparel PR and I am knowledgeable about gadgets, I also handle many PR projects for earphone manufacturers and shoe brands.

Even for companies unrelated to sports, there is strong demand for athletes to appear at events and in advertisements by leveraging the “fresh and healthy” image athletes have. In many situations, SUNNY SIDE UP’s PR-driven casting capabilities demonstrate their strength.

Recently, an IT company consulted us about an advertisement featuring a professional golfer. We adjusted the schedule within the limited window before a match and successfully completed the commercial shoot. This speed is only possible thanks to extensive experience and industry knowledge.

In addition, when we handled casting for a campaign a major beverage manufacturer ran in regional cities, we proposed matches that considered local professional baseball teams and popular athletes in each area. Even for companies not directly related to sports, our strength lies in creating synergy with sports from a PR perspective and delivering new value.

Furthermore, I also handle casting for comedians and talents outside of sports. Athletes are professionals in their disciplines, but they are not always strong talkers. For that reason, we often cast comedians or talents in combination to energize events, and we make proposals that enhance the overall quality of the event.

Watching games together with the Sports Division team: “Because we truly understand the joy of coming together through sports, we can create proposals that reflect that.”

The members I work with are well-versed in many sports, including basketball, soccer, and other niche sports. Our current division head loves baseball, and among our on-site managers are many members with baseball experience and others knowledgeable about Olympic sports. Recently, more staff have become interested in e-sports. By actually playing and checking streams, we are exploring new business possibilities.

During major sports events such as the Olympics and the World Cup, we sometimes watch games together as a team. By watching sports in person, we can directly feel the appeal and intensity of the competition, which leads to ideas for casting and planning. Even members who were not interested in sports often become drawn in after watching a game, and it can also become an opportunity to build a sense of unity within the company.

Personally, I do watch rugby, including overseas, and I also follow cycling events such as the Tour de France. Watching a variety of sports also gives me opportunities to learn more about athletes. And it’s one thing to understand a sport intellectually, but when you actually watch it, you can appreciate its intensity and appeal even more.

The power of sports, felt through work: “There is something exciting about being able to work in the midst of moments when Japan and the world are energized.”

We carried out a project in which about 100 athletes who placed at the Paris Olympics sent video messages to their alma maters. At the time, we divided up the work and contacted high school teachers every day, proposing that they play the messages at graduation ceremonies and similar occasions. Some schools found it difficult to participate, but many high schools were very pleased, and I feel we were able to deliver dreams to younger generations, including high school students.

Previously, we ran a campaign in which we visited high schools with former athletes to hold “Olympic classes.” Even then, it was striking to see children listening with sparkling eyes, and it made me once again realize the magnitude of athletes’ influence.

In sports, some major tournament is held every year. Last year it was the Paris Olympics; this year it is the World Athletics Championships and the Deaflympics—there are always moments when the world becomes energized by sports. Being able to be involved in casting and PR for related events at those moments is an extremely interesting job. The sense that we are involved right there, as Japan and the world are captivated by sports, leads to a great sense of fulfillment.

In PR events, media attention and how widely information spreads after the event often become performance goals, and the key to that is casting. Media interest changes significantly depending on who you cast. For example, if you feature a comedian who has just won a major competition, the event will generate major buzz. And when you successfully combine a celebrity with the event theme to create a more compelling concept, it is deeply rewarding.

Make things even more interesting by combining the power of sports: “There are moments when a sport’s philosophy aligns with a company’s aspirations.”

SUNNY SIDE UP’s strengths lie in both PR and casting, and we have a structure that enables us to respond quickly to client requests.

Athletes are professionals who have mastered one thing, and their intensity and sincere attitude are compelling. For example, in a golf shoot, the beauty and power of a professional swing are conveyed directly on video, creating a major impact on their own. We would like to continue proactively developing casting and plans that maximize these athlete strengths.

In addition, as more athletes are asking SUNNY SIDE UP to manage them, I believe there are still many people with great potential for further success. We will continue taking on new challenges, aiming to become a company that supports not only active athletes but also career development after retirement.

There are moments when a sport’s philosophy and a company’s vision align. Believing in that potential, we will continue to create the best possible matches between athletes and companies.

At SUNNY SIDE UP, we handle PR communications for a wide range of products and services, including athlete casting. What can be made possible through the power of communication? We welcome consultations starting from that question as well. Please feel free to contact us via the “CONTACT” button below.