SUNNY SIDE UP Inc. (Head Office: Shibuya-ku, Tokyo; President and CEO: Ryu Si-chau), which is responsible for the core business of SUNNY SIDE UP GROUP Inc., and Kodansha Ltd. (Head Office: Bunkyo-ku, Tokyo; President: Yoshinobu Noma) will launch a joint project with the internet media “Gekisaka” called “Gekisaka Research α” on February 1, 2025 (Saturday). SUNNY SIDE UP has been focusing on marketing measures that utilize sports with the aim of “re-recognizing the power of sports and communicating its value to society.” As part of this project, we will utilize the vast amount of data from soccer players and fans, as well as active junior and senior high school students from Generation Z to Generation α, to optimize product development and marketing strategies, thereby creating business opportunities not only in the sports industry but also in a variety of fields.

■Project Background

In the world of soccer, a large amount of match data and consumer behavior information is accumulated. However, their uses have been limited to the production of dedicated content such as soccer-related events and items. Therefore, this project aims to support companies’ marketing strategies and product development by organizing and analyzing these data from a new perspective and making them available for use outside of the soccer and sports industries.

■Data Held by Gekisaka and Planned to be Provided in the Future

・Consumer Behavior Data: Data that allows a deep understanding of consumer behavior, such as purchasing trends, timing, and price ranges for soccer equipment and services.
・Lifestyle Data: Data that provides hints for product and service development, such as the daily preferences, brands used, and living environments of soccer players and fans.
・Regional Statistics: Data on competition participation rates, purchasing behavior, and trends by age group for each region.

*In addition, data can be provided according to your needs.

■SUNNY SIDE UP’s Data Utilization Image

・Health Food Manufacturers: Utilize data on exercise patterns of each generation when planning performance-enhancing products.
・Apparel Brands: Utilize trend information originating from soccer to optimize the design of fashion items and sportswear.
・Digital Marketing Companies: Utilize the consumer behavior of soccer players and fans to strengthen targeted advertising and SEO strategies.

*If you would like to receive data, please feel free to contact us at the contact information at the end of this release.

The data accumulated in “Gekisaka Research α” is multifaceted and concrete, including purchasing behavior, event participation trends, and training habits. Through this project, which will be an optimal solution for companies seeking new business opportunities that utilize data, not only in the sports industry, we will share value beyond the realm of sports with many companies and support further growth.

■Comment from Ryu Si-chau, President and Representative Director of SUNNY SIDE UP Inc.

With the “Gekisaka Research α” launched this time, we would like to expand the new possibilities of data by utilizing sports data in various industries, and realize innovation originating from soccer. We aim not only to contribute to solving corporate issues, but also to maximize the power of sports and create new value.

■Comment from Kohei Nishiyama, Editor-in-Chief of Kodansha Gekisaka

Gekisaka, which will celebrate its 20th anniversary in 2026, has been supporting high school soccer since the site was launched, and has valued communication with club members nationwide through interviews. “Gekisaka Research α” is an attempt to utilize the know-how and data accumulated there beyond the framework of soccer. We hope that the excitement and passion of sports will open up new possibilities in business.

■Kodansha Ltd. Overview

Company Name: Kodansha Ltd.
Representative Director and President: Yoshinobu Noma
Official Website: https://www.kodansha.co.jp/

＜ゲキサカ概要＞

Gekisaka is one of Japan’s largest soccer media sites operated by Kodansha. Since the site was launched in 2006, it has been delivering news in a wide range of categories, from domestic soccer such as the Japanese national team and the J. League to overseas soccer. In particular, it focuses on covering amateur age groups such as junior high school students, high school students, and even university students, and is characterized by gaining overwhelming support from club members who play soccer, such as through information dissemination via SNS.
Gekisaka: https://web.gekisaka.jp/