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We introduce the appeal of the world’s premier sports entertainment, which was full of highlights including the triumphant return of a Japanese player, the visit of last season’s champions, and the first event held in Japan in three years.

Hello. My name is Ninomiya from the Sports Department, Public Relations Division 3.

Do you know about the sporting event that brought excitement to all of Japan from the end of September to early October 2022?

The Japanese sports industry was forced to hold games with no spectators or limited capacity due to the COVID-19 pandemic. Many sports fans were unable to fully enjoy their favorite sports, whether it was being unable to cheer on their favorite teams or feeling anxious about gathering in crowded places.Recently, COVID-related restrictions have been gradually easing, and there are signs of a revival of the passionate sports culture that fans love. It was during this time that the “NBA Japan Games 2022 Presented by Rakuten & NISSAN” was held by the NBA, the world’s premier professional basketball league.

What are the “NBA Japan Games,” featuring the world’s best players?

The “NBA Japan Games” were originally held as NBA games in Japan, with 12 regular-season games held in Saitama, Tokyo, and Yokohama between 1990 and 2003. In 2019, for the first time in 16 years, a preseason match between the Houston Rockets and Toronto Raptors was held in Japan. Three years later, on September 30 (Friday) and October 2 (Sunday), 2022, the “NBA Japan Games 2022 Presented by Rakuten & NISSAN” was held at Saitama Super Arena. Additionally, on Saturday, October 1, the fan event “NBA Japan Games Saturday Night 2022 Presented by Rakuten & NISSAN” was held, where fans could experience the NBA’s world view and culture. This year, the Golden State Warriors, last season’s NBA Champions, and the Washington Wizards, home to Rui Hachimura, the first Japanese player to be selected in the first round of the NBA Draft, came to Japan. All three days were sold out, with a total of over 60,000 fans in attendance.

Saitama Super Arena, where a total of over 60,000 spectators gathered over the three days

SUNNY SIDE UP provides year-round PR support for the NBA in Japan. We provide comprehensive support across all communication areas, including strategy development and implementation, with the goal of expanding NBA recognition and increasing the fan base in Japan.

As part of our year-round support, for the “NBA Japan Games,” SUNNY SIDE UP managed all media communications, including media outreach, interview coordination, and post-event follow-up for events before and after the games as well as the games themselves.

Given that the NBA is based in the United States, the Japan Games attracted approximately 300 members of the press, including international media. The venue was filled with communication in both English and Japanese, creating an atmosphere of excitement befitting world-class entertainment.

Sports Entertainment that Captivated Japanese Fans

Rui Hachimura of the Washington Wizards, making his first return to Japan as an NBA player (Provided by Rakuten Group)

The Golden State Warriors, last season’s champions, won both games in dominant fashion. The pairing of two-time NBA Most Valuable Player Steph Curry and five-time NBA All-Star Klay Thompson captivated Japanese fans. Meanwhile, the Washington Wizards’ Rui Hachimura delivered a double-double performance in the second game with 11 points and 10 rebounds (recording double digits in two of the following categories in a single game: points, rebounds, assists, steals, or blocked shots), and the venue erupted in cheers.

In addition, there were exciting programs such as a slam dunk contest featuring world-class professional dunkers, a Shooting Stars Challenge and 3-point contest featuring NBA players, and a special live performance by popular artist Yuzu, who celebrated their 25th anniversary this year.

Yuzu performing “Frontier,” a new song written specifically for the “NBA Japan Games 2022” (Provided by Rakuten Group)

Although the NBA Japan Games were preseason matches, the superhuman plays by NBA players and fan activities that entertained the audience demonstrated that the NBA, the world’s premier entertainment, certainly captured the hearts of Japanese fans.

The 2022-23 season began in mid-October, and interest in the NBA is growing along with the success of Rui Hachimura and Yuta Watanabe (Brooklyn Nets). As the season progresses, please pay attention not only to the success of Japanese players but also to the dynamic plays of NBA players!

Comment from the Team

At the forefront of a large-scale sporting event that attracted attention not only from Japan but from around the world, we were able to facilitate excellent media coverage by working together as a team while responding flexibly to changing circumstances. We constantly considered how to communicate the appeal of the NBA, a global league, in Japan in order to increase fans and generate interest. We will continue to develop and disseminate information to further increase NBA fans in Japan!

Author information can be found here

(EN) NBA Fans Gather! Report on the NBA Japan Games, Held for the First Time in Three Years!

The triumphant return of a Japanese athlete, the previous season’s champion visiting Japan, and the first time in three years that the Games were held in Japan

Introducing the appeal of a premier sport and entertainment event, which was full of highlights.

Hello. My name is Ninomiya, from the Sports Department of the Public Relations Division 3 Bureau.

Do you know about the sporting event that was held at the end of September to early October which brought a lot of excitement to Japan?

Japanese sports were forced to hold games with no or limited spectators due to the pandemic. As a result, many sport fans were not able to enjoy their favorite sports because they couldn’t cheer on their favorite teams or were anxious about a lot of people gathering in one location. With restrictions around COVID being lifted, there are indications that the passion for sport is returning. The NBA Japan Games 2022 Presented by Rakuten & NISSAN, an event from the world’s premier professional basketball league, was a prime example.

What is the “NBA Japan Games,” which involves some of the world’s best players?

Between 1990 to 2003, the NBA staged 12 regular-season games in Japan in Saitama, Tokyo, and Yokohama. In 2019, the first NBA game was held in Japan after 16 years, a pair of preseason games between the Houston Rockets and the Toronto Raptors. Three years later, the NBA Japan Games 2022 Presented by Rakuten & NISSAN were held at the Saitama Super Arena on September 30 (Friday) and October 2 (Sunday), 2022. On Saturday, October 1, “NBA Japan Games Saturday Night 2022 Presented by Rakuten & NISSAN” was held as a fan event to experience the NBA’s world view and culture. This year, the Golden State Warriors, last season’s NBA Champions, and the Washington Wizards, home to the first Japanese player to be selected in the first round of the NBA draft, Rui Hachimura, came to Japan.

Saitama Super Arena, where a total of more than 60,000 spectators came for the three day event.

SUNNY SIDE UP provides PR support for NBA throughout the year

We support the NBA, the world’s most prestigious basketball league, to expand recognition and increase its fan base in Japan through a comprehensive combination of tactics and strategies to address all areas of communication.

As part of our activities, SUNNY SIDE UP was responsible for media communication for the NBA Japan Games, from pre- and post-game events to the actual games, including securing media participation, coordination of coverage, and post-game follow-up.

The NBA Japan Games attracted approximately 300 members of the press, including international media. On site, communication was in English and Japanese, and there was a sense of excitement and anticipation typical of world-class entertainment.

Sports and Entertainment that appealed to Japanese fans

Rui Hachimura of the Washington Wizards, coming to Japan for the first time as an NBA player (Provided by Rakuten Group)

The 2022 NBA Champion Golden State Warriors won both games in a convincing fashion. The Golden State Warriors’ two-time NBA Most Valuable Player award winner Steph Curry and five-time NBA All-Star Klay Thompson were a hit with the Japanese fans. Meanwhile, their opponent, the Washington Wizards, were delighted with a double-double by Rui Hachimura, the first Japanese player to be selected in the first round of the NBA Draft, with 11 points and 10 rebounds (double figures in scoring, rebounding, assists, steals, or blocked shots in a single game) in the second game held on October 2. The crowd erupted at the exciting performance of the players.

In addition to exciting programs such as the Slam Dunk Contest featuring world-class professional dunkers, the Shooting Stars Challenge and 3-point contest featuring NBA players, there was also a special live performance by popular artist Yuzu, who celebrated their 25th anniversary this year.

Yuzu performed “Frontier,” a new song written with “NBA Japan Games 2022” in mind. (Provided by Rakuten Group)

Although the NBA Japan Games features pre-season games, the world’s greatest entertainment, the NBA, with its superhuman performances by NBA players and fan-activities, certainly captured the hearts of Japanese fans.

The 2022-23 season began in mid-October, and interest in the NBA is growing along with the success of Rui Hachimura (Washington Wizards) and Yuta Watanabe (Brooklyn Nets). As the season continues, we encourage you to follow the dynamic play of NBA players as well and the success of the Japanese players in particular!

Comment from the SSU team

We were able to get great coverage by the media by working closely together as a team for this large-scale sporting event that attracts attention from all over the world, not just Japan. We were always mindful of how to communicate the appeal of the NBA, an international entity, to secure interest among the media in Japan. Our goal is to continue our efforts to increase NBA fans in Japan!