What does 'challenge' mean to Mr. Hasebe? New CM 'KICK OFF your future.' featuring soccer coach Makoto Hasebe, the new SFG brand partner, to air from April 1st.
Shizuoka Financial Group appoints soccer coach Makoto Hasebe as brand partner and launches new CM 'KICK OFF your future.'
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- 📰 Published: April 1, 2026 at 22:00
Shizuoka Financial Group (President: Hisashi Shibata, hereinafter 'SFG') has appointed Shizuoka-born soccer coach Makoto Hasebe as its brand partner. The new CM 'KICK OFF your future.' featuring Mr. Hasebe will be aired on television, the web, and in branches starting Wednesday, April 1, 2026.
In its second medium-term management plan 'Xover2.0,' which began in April 2026, SFG aims to create new value and grow together with stakeholders, including the 'future generation,' customers, the local community, shareholders, and employees. As part of this, the company has launched the 'Future Begins Project' to communicate initiatives that embody the group's brand promise: 'Becoming a place where the future begins.'
This commercial was produced as part of this project. Mr. Hasebe, who continued to challenge himself on the world stage as the captain of the Japan national soccer team and is now focusing on nurturing the next generation as a coach, was selected. In the first installment, 'Dialogue,' Mr. Hasebe discusses his thoughts on 'What is a challenge?' with SFG President Shibata, drawing on his past experiences.
1. Background of the Initiative
- SFG positions 'corporate communication' that creates new value starting from dialogue with stakeholders as a key strategy in its second medium-term management plan.
- Under this strategy, the 'Future Begins Project' was launched to embody the brand promise and create the future together while deepening connections with the local community and society.
2. Background of the Appointment
- Mr. Hasebe has consistently challenged himself on the world stage. After retiring, he took a new step as a coach, focusing on nurturing the next generation.
- His attitude of 'passing on experience to the next generation' and his way of life align deeply with SFG's brand promise.
3. About the New CM
- The CM positions the challenge between SFG and Mr. Hasebe as 'KICK OFF your future,' conveying the message of 'challenging together and growing together.'
- In the dialogue, Mr. Hasebe states, 'Challenge is my reason for living. I want to challenge something until the moment my life ends.' He also expressed his desire to support and nurture children who will carry the future, as a way to repay the kindness he received from others.
4. Future Developments
- SFG will continue to create new value with the local community through this project and support the steps of individuals by expanding connections with challengers and the next generation.
In its second medium-term management plan 'Xover2.0,' which began in April 2026, SFG aims to create new value and grow together with stakeholders, including the 'future generation,' customers, the local community, shareholders, and employees. As part of this, the company has launched the 'Future Begins Project' to communicate initiatives that embody the group's brand promise: 'Becoming a place where the future begins.'
This commercial was produced as part of this project. Mr. Hasebe, who continued to challenge himself on the world stage as the captain of the Japan national soccer team and is now focusing on nurturing the next generation as a coach, was selected. In the first installment, 'Dialogue,' Mr. Hasebe discusses his thoughts on 'What is a challenge?' with SFG President Shibata, drawing on his past experiences.
1. Background of the Initiative
- SFG positions 'corporate communication' that creates new value starting from dialogue with stakeholders as a key strategy in its second medium-term management plan.
- Under this strategy, the 'Future Begins Project' was launched to embody the brand promise and create the future together while deepening connections with the local community and society.
2. Background of the Appointment
- Mr. Hasebe has consistently challenged himself on the world stage. After retiring, he took a new step as a coach, focusing on nurturing the next generation.
- His attitude of 'passing on experience to the next generation' and his way of life align deeply with SFG's brand promise.
3. About the New CM
- The CM positions the challenge between SFG and Mr. Hasebe as 'KICK OFF your future,' conveying the message of 'challenging together and growing together.'
- In the dialogue, Mr. Hasebe states, 'Challenge is my reason for living. I want to challenge something until the moment my life ends.' He also expressed his desire to support and nurture children who will carry the future, as a way to repay the kindness he received from others.
4. Future Developments
- SFG will continue to create new value with the local community through this project and support the steps of individuals by expanding connections with challengers and the next generation.
FAQ
Why was Makoto Hasebe appointed as a brand partner?
Because his attitude of continuous challenge aligns deeply with SFG's brand promise, 'Becoming a place where the future begins.'
Where can I watch the new commercial?
It will be broadcast on TV stations in Shizuoka Prefecture starting April 1, 2026, and is also available on the official website.
What is the purpose of this project?
To create new value with stakeholders and provide a catalyst for shaping the future of the local community.