Atletico Suzuka Club: Naoshi Sano, Founder of Shinjidai Group from Kakamigahara City, Gifu, Continues as Top Partner for the 2026 Season

We are pleased to announce that following last season, Naoshi Sano, founder of the Shinjidai Group and a former top-league player in Brazil, has been appointed as the 'Top Partner' for the Atletico Suzuka Club for the 2026 season. Atletico Suzuka Club is a soccer club that garnered attention during the 2025 season when player Kazuyoshi Miura, known as 'King Kazu,' belonged to the team. However, regrettably, the result was a relegation from the JFL to a regional league. Currently, the club is returning to its roots, redefining its value not merely as a club pursuing victories and promotions, but as one that is supported by and walks alongside the local community. Under the concepts of 'Developing People,' 'Developing Towns,' and 'Developing Dreams,' they are planning a fresh start by firmly taking root in Suzuka. The slogan for the 2026 season is 'ONE HEART, ONE RISE.' This embodies a strong determination to unite all feelings and aim for the top once again. The Shinjidai Group is also constantly taking on challenges under the vision of 'Energizing 1,000 towns,' aiming to become the number one izakaya (Japanese pub) group in Japan. Naoshi Sano focuses on supporting the youth generation, such as hosting the 'Naoshi Sano Cup,' a national boys and girls soccer tournament for the U-12 generation. As a way of giving back to the soccer world that raised him, he promotes the creation of opportunities for children who carry the future. These initiatives and attitudes deeply resonate with the challenges of the Atletico Suzuka Club as they attempt to bounce back. The Shinjidai Group will fully support the club's challenges as a Top Partner in the 2026 season as well. ■ Related Information Atletico Suzuka Club Partner List https://atletico-suzuka.com/partner/ Introduction of Shinjidai Group Founder 'Naoshi Sano' Born on September 4, 1975, on 'Skewer Day' (Kushi no Hi). He started playing soccer at the age of 8 and participated in the Inter-High School Championships and the National High School Soccer Championship while at Gifu Prefectural Gifu Technical High School. After graduation, he moved to Brazil, the kingdom of soccer, where he was active as a professional soccer player in São Paulo state for 5 years. However, he retired at the age of 25 due to an injury. After returning to Japan, he worked at his father's construction company. But, holding onto his gratitude for the family that looked after him in a Brazilian slum, he decided to transition to the restaurant world with the desire to 'give shape to gratitude with my own hands.' In 2006, he founded Phads Co., Ltd. Then, in 2010, he opened the first 'Shinjidai' store as the 'birthplace of fried chicken skin skewers,' which later sparked a nationwide boom. In 2023, he received the Food Service Award, attracting industry attention. Currently, the group has expanded to about 200 stores nationwide, with 9,000 employees and an annual scale of 30 billion yen. Operating under the slogan 'Energizing 1,000 towns,' he continues to deliver 'energy' and 'smiles' across Japan. Shinjidai Group founder Naoshi Sano possesses a very unique career background. ◾️ Recipient of the Food Service Award He received the 'Food Service Award 2023' announced on Tuesday, December 5, 2023. This was in recognition of his management skills in building a large-scale organization, utilizing an overwhelming speed of decision-making and execution capabilities derived from applying soccer tactics to team building. He was also praised for his outstanding marketing skills, having successfully grown six different business formats, earning him the title 'God of Business Format Creation.' These two points were highly evaluated leading to the award. He received the 'Food Service Award 2023' announced on Tuesday, December 5, 2023. Shinjidai Group Representative Introduction Official Website: https://www.phads.jp/message.html Naoshi Sano Official Instagram: https://www.instagram.com/sanonaoshi/reels/?locale=de About Phads Co., Ltd. (Shinjidai Group) Established in 2006, the corporate culture is 'People gather where it is fun.' They operate a total of 5 restaurant brands: 'Shinjidai,' 'Shinjidai 44,' 'Duck and Pork Cuisine Tomperaya,' 'Raw Skewered Salt Grilled Chicken Toribura,' and 'Thai Government Certified Restaurant Sukonta,' expanding to 200 stores nationwide centered around the Tokyo metropolitan area. The company name PHAD'S was named after the five acronyms: Partner, Heart, Agora (Now [Portuguese]), Dream, and Sano-ism (Professionalism). ■ Company Overview Company Name: Phads Co., Ltd. Date of Establishment: May 2, 2006 Capital: 84,930,000 yen Shareholder Composition: Naoshi Sano 100% Annual Sales: 30 billion yen Number of Employees: 9,000 (including part-timers) Office Locations: 3-27-18 Tsutsui, Higashi-ku, Nagoya, 461-0003 New Shimbashi Building 521, 2-16-1 Shimbashi, Minato-ku, Tokyo, 105-0004 2F, 4-3-14 Meieki, Nakamura-ku, Nagoya, 450-0002