SUNNY SIDE UP Division 3 Sports Director Takes the Stage! Explaining the Behind-the-Scenes of Information Dissemination at the Gamba Osaka Business Academy, Focusing on “Sports x Media.”
Hello! I am Ishiguro from the Public Relations Business Headquarters, Division 3 Sports.
Today, I would like to introduce the Gamba Osaka Soccer Business Academy (GBA), a business seminar for working professionals launched last year by the J1 League’s Gamba Osaka.Furthermore, on the 26th of last month, the Director of Division 3 Sports took the stage as a guest lecturer! I will also be reporting on the lecture held under the theme of “Sports x Media.”
Click here for the Gamba Osaka Soccer Business Academy (GBA) special website.
What is the Gamba Osaka Soccer Business Academy (GBA)?
First, let me briefly introduce what kind of academy GBA is, including its concept and implementation details.
GBA is a business seminar newly established by Gamba Osaka to coincide with the club’s 30th anniversary last year. The aim is to effectively utilize Panasonic Stadium Suita (commonly known as Panasuta), one of Japan’s leading soccer-specific stadiums, by sharing management expertise cultivated throughout the club’s history and involving students in the planning of actual projects.The program is primarily aimed at working professionals considering a career change to the soccer industry and business people looking to create new value in the soccer business. Last year, 36 students participated, and 24 students are participating this year.
The GBA 2nd Term Online Opening Ceremony
The annual outline of GBA is divided into three phases: “Introduction/Input Phase,” “Planning Phase,” and “Implementation Phase.” The schedule is designed to allow systematic learning through online lectures and fieldwork. GBA graduates are expected to be involved in the sports business at their current organizations or transition into the sports industry. In the future, the goal is for GBA to serve as a platform where students can co-create new businesses together.
A Glimpse into the Lecture Content
In this lecture on the theme of “Sports x Media,” the Director explained the process of creating buzz by efficiently utilizing media and bridging the gap between “information we want to convey” and “information that actually resonates.”
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During the lecture, the Director highlighted the “Six PR Facts“—1. Novelty, 2. Timeliness, 3. Rarity, 4. Trendiness, 5. Talent/Celebrity, and 6. Seasonality. He provided a thorough explanation of how to add value to information and the mechanisms of “proactive PR” to encourage media coverage. Listening to the lecture reminded me of the difficulty of crafting a single news story and the importance of providing information that meets the needs of the media.
Excerpt from lecture materials
Furthermore, he explained that since the rise of social media has significantly changed the relationship between consumers and the media—diversifying the ways people obtain information—it is crucial to understand the characteristics of each social media platform and use them strategically based on the target audience and content.
Excerpt from lecture materials
Heated Group Discussions!
The lecture concluded with a group discussion titled “News Can Be Created! Let’s Create News with a Soccer Theme!” based on the lecture content. Students engaged in lively discussions, proposing ideas such as visitor attraction events using smartphone apps and fan-participation challenges to break Guinness World Records.
Scene from the lecture (GBA 2nd term students)
There were so many fascinating initiatives that I found myself wanting to use several of the students’ ideas as reference!The participating students gave many positive reactions, such as, “I was able to reaffirm that news is packed with logic and creativity!” and “I learned that even the information I casually see through media and SNS is backed by strategies and thinking regarding who it is for, what is being promoted, and how.” Everyone seemed to be filled with a sense of fulfillment.
In Closing
This term’s GBA is scheduled to continue until around November this year. Future lecturers will include Mr. Kaita Sugihara, a former FIFA consultant, and Mr. Tomoya Suzuki, President of Trans-Insight Corporation. I am very much looking forward to seeing how the projects conceived by the students will be realized through GBA!In addition, Gamba Osaka will hold a new event called “GAMBA SONIC,” a collaboration between soccer and music, for the first time on Saturday, June 18, during the Meiji Yasuda Life J1 League Matchday 17 against Yokohama F. Marinos.
(C) GAMBA OSAKA
As part of the club’s goal to become a “leading sports experience brand in Japan”—a new brand concept established on its 30th anniversary—this event was planned to create new experiences that go beyond just soccer. On the day, Def Tech, who performs the players’ entrance music, will visit for a live performance. Additionally, Japan’s No. 1 J-POP DJ, “DJ Kazu,” will also appear to liven up the venue, making it an event that can be enjoyed by Gamba fans and non-fans alike.
(C) GAMBA OSAKA
Furthermore, on Sunday, August 14, the annual “GAMBA EXPO 2022” will be held during the Meiji Yasuda Life J1 League Matchday 25 against Shimizu S-Pulse. Since its start in 2017, “GAMBA EXPO” has been held in a packed stadium supported by many fans and supporters. This year, under the theme of “A New Start,” the club has realized its first-ever collaboration with an apparel brand.
(C) GAMBA OSAKA
Tickets including a commemorative collaboration shirt with BEAUTY YOUTH UNITED ARROWS are currently on sale. Why not visit Panasuta to make some summer memories?
Click here for the official Gamba Osaka Soccer Business Academy website.
