Announcement of Sponsorship Agreement with B.LEAGUE B1 Team 'Fighting Eagles Nagoya'
Jelly Beans Group signs a sponsorship deal with Fighting Eagles Nagoya to enhance brand value and community engagement.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 19:43
- 🤖 AI Analyzed: June 2, 2026 at 12:56 (1505h 12m after Published)
Jelly Beans Group Co., Ltd. (Headquarters: Taito-ku, Tokyo; Representative Director: Akira Miyazaki), through its group company 361 Sports Japan, has concluded an official sponsorship agreement for the 2025-26 season with the B.LEAGUE B1 team 'Fighting Eagles Nagoya.' This agreement is a strategic initiative aimed at strengthening our sports business, enhancing brand value, and achieving both contribution to the local community and business growth.
Background
We position the sports sector as a medium-to-long-term growth driver. This sponsorship is expected to contribute to corporate value from three perspectives: maximizing brand exposure through the top domestic league (B1), accelerating market penetration of our sports brands (361° and JELLY BEANS SPORTS), and expanding customer touchpoints through community-based marketing. The B.LEAGUE is a market with growing attendance and media exposure, making it highly compatible with our brand strategy. As we expand the global sports brand '361°' in Japan, we recognize the importance of 'real spaces that connect competitive venues with customer touchpoints.' Our partnership is based on a 'value-co-creation' model, aligning with the team's mission to create new value beyond existing markets.
Initiatives
1. Brand Exposure and Sales Opportunities: Product exposure in the arena and expanding product awareness through fan touchpoints.
2. Co-creation of Brand Value: Communicating shared values of 'challenge' and 'passion,' and strengthening story branding through sports.
3. Regional Community Strategy: Increasing brand awareness in the Nagoya area and expanding the customer base through community-based measures.
About Fighting Eagles Nagoya
Based in Nagoya, the team has been competing in B1 since the 2022-23 season, balancing community-based operations with competitive performance.
About Jelly Beans Group
Jelly Beans Group is a holding company overseeing businesses in fashion, sports, sustainability, logistics, and entertainment. We provide end-to-end support from brand planning to marketing and supply chain construction.
Background
We position the sports sector as a medium-to-long-term growth driver. This sponsorship is expected to contribute to corporate value from three perspectives: maximizing brand exposure through the top domestic league (B1), accelerating market penetration of our sports brands (361° and JELLY BEANS SPORTS), and expanding customer touchpoints through community-based marketing. The B.LEAGUE is a market with growing attendance and media exposure, making it highly compatible with our brand strategy. As we expand the global sports brand '361°' in Japan, we recognize the importance of 'real spaces that connect competitive venues with customer touchpoints.' Our partnership is based on a 'value-co-creation' model, aligning with the team's mission to create new value beyond existing markets.
Initiatives
1. Brand Exposure and Sales Opportunities: Product exposure in the arena and expanding product awareness through fan touchpoints.
2. Co-creation of Brand Value: Communicating shared values of 'challenge' and 'passion,' and strengthening story branding through sports.
3. Regional Community Strategy: Increasing brand awareness in the Nagoya area and expanding the customer base through community-based measures.
About Fighting Eagles Nagoya
Based in Nagoya, the team has been competing in B1 since the 2022-23 season, balancing community-based operations with competitive performance.
About Jelly Beans Group
Jelly Beans Group is a holding company overseeing businesses in fashion, sports, sustainability, logistics, and entertainment. We provide end-to-end support from brand planning to marketing and supply chain construction.
FAQ
What is the main purpose of this contract?
To strengthen the sports business, maximize brand exposure, and expand customer touchpoints through community-based marketing.
Why was Fighting Eagles Nagoya chosen?
Because the team's mission of 'enriching hearts through feverish experiences' aligns with our stance on value-co-creation partnerships.
Are there any specific future initiatives?
We plan to implement product exposure in the arena and strengthen engagement with fans through community-based initiatives.