Call for Applications Launched for Heisei 8 Budget Subsidy to Support Overseas Expansion of Japanese Sports Entertainment Content

The Secretariat for the Subsidy for Overseas Expansion of Sports Entertainment Content (JTB Corporation, President and CEO: Eijiro Yamakita) has launched a call for applications for the 'Heisei 8 Budget Subsidy for Overseas Expansion of Sports Entertainment Content,' aimed at supporting Japanese sports leagues and similar organizations in expanding their sports entertainment content overseas.

This initiative aims to increase international fans of Japanese sports, thereby capturing overseas demand and transforming the sports industry into a globally competitive growth sector. Additionally, by expanding inbound tourism and related activities, the program seeks to fully unlock the potential of sports industries deeply rooted in regional economies, contributing to regional revitalization.

○ Overview of the Call for Applications

【Eligibility Criteria】

Applicants must meet all of the following conditions:

1. Based in Japan and established under Japanese laws and regulations.

2. Possess the organizational structure and personnel necessary to properly execute the project.

3. Have a solid management foundation and sufficient financial management capability to smoothly implement the project.

4. Not subject to suspension of subsidies or disqualification by the Ministry of Economy, Trade and Industry (METI).

5. The project must not target the same country and have identical content as projects previously selected under the 'Supplementary Budget for FY2023 Sports Content Overseas Expansion Support Program' or the 'Supplementary Budget for FY2024 Sports Entertainment Content Overseas Expansion Support Subsidy'.

6. Must be a sports league or organization that has hosted a nationwide sports league or tournament※ in the past.

※ Definition of Nationwide Sports Leagues or Tournaments

Leagues organized by member organizations of the General Incorporated Association Japan Top League Collaboration Organization, or national championships and Japan national team matches hosted (including bid-hosted) by central sports federations or nationwide governing bodies, where athletes or spectators gather from across the country, representing the highest level of domestic sports competitions.

Exclusions include:

・Regional qualifying tournaments held within specific prefectures or regional blocks

・Citizen marathons and similar events conducted solely as participatory sports events

【Eligible Projects】

(1) Localization and promotion of sports content for overseas markets

① Development, distribution, and public relations of video content for overseas audiences

② Event planning in collaboration with local leagues or clubs abroad

③ Promotion targeting overseas markets

(2) Projects contributing to inbound demand acquisition

① Development of inbound tourism tour packages

② Establishment of systems to accommodate inbound visitors

③ Domestic promotion targeting inbound tourists

※ Projects may focus solely on (1), or combine both (1) and (2).

【Subsidy Amount / Subsidy Rate】

Maximum of 20 million yen per application (Subsidy rate: up to 1/2)

【Application Deadline】

July 6, 2026 (Monday), 17:00

【Guidelines and Application Procedures】

For detailed information on eligible projects, eligible expenses, and application procedures, please refer to the official guidelines and application forms available on the program website: https://s-kaigaitenkai.jp/index.html

【Information Session】

An online information session will be held on the following date:

June 18, 2026 (Thursday), 15:30–16:30

※ Details on registration and other procedures are available on the program website.

【Schedule (Tentative)】

Call for Applications Launch: June 15, 2026 (Monday)

Application Deadline: July 6, 2026 (Monday), 17:00

Notification of Results: Late July 2026

Subsidy Approval and Finalization: End of July 2026

Project Implementation Period: From approval date to February 12, 2027 (Friday)

※ The schedule is subject to change.

【Inquiries】

Secretariat for the Subsidy for Overseas Expansion of Sports Entertainment Content

Email: s-kaigaitenkai26@jtb.com

Phone: 03-6737-9262 (Reception hours: 10:00–17:00)

(JTB Kasumigaseki Business Division Office)