Tokyo Metropolitan Foundation for Sport and Culture
Anime “Haikyu!!” Collaboration Project: Volleyball Clinic @ Tokyo Metropolitan Gymnasium
- 活動期間：
- March 2026
To expand awareness of the Tokyo Metropolitan Foundation for Sport and Culture and encourage use of the designated management facility, Tokyo Metropolitan Gymnasium, we held a talk show and volleyball hands-on session for children.
By overcoming coordination challenges with relevant parties, including rights-related regulations, we maximized the venue’s value as a “sacred site” through a collaboration with the popular IP “Haikyu!!”.
We also successfully built a relationship that serves as the starting point for a strong cooperation framework with Toho, looking ahead to the film’s release in 2027.
背景
● Rebuilding the project concept
- The challenge was how to expand awareness of the Tokyo Metropolitan Foundation for Sport and Culture among potential audiences such as anime fans with little interest in sports.
- Initially, the aim was a public-facing event featuring a popular IP ("Haikyu!!") and voice actors, but as planning progressed, the concept needed to be reconsidered.
- We faced issues such as the event timing overlapping with the end of the volleyball season and the schedule of an international baseball tournament.
施策
アイデア
● IP negotiations to accelerate education/community collaboration and “sacred site” development
- The plan was reorganized around “Next-generation development × Education × Community collaboration,” and by implementing it as part of classes at Hatonomori Elementary School in the Sendagaya area—the same area as Tokyo Metropolitan Gymnasium—we achieved both public value and effectiveness.
- We engaged high-profile former Japan national team players with strong ties to Tokyo Metropolitan Gymnasium (Mr. Shunichi Kawai and Ms. Ai Otomo). Ms. Otomo’s daughter also delivered an outstanding performance at this year’s Haruko Volleyball tournament.
- Through negotiations with Toho, we installed character mini panels for a limited period of one year and carried out location shoots rich in “sacred site” appeal for official social media, creating a reason for fans to visit (a “sacred site” pilgrimage).
成果
● In addition to expanding awareness of the Tokyo Metropolitan Foundation for Sport and Culture, we established a mid- to long-term cooperation framework with Toho toward the film’s release in 2027.
- Successfully attracted 19 members of the press from a total of 10 outlets, including TBS, sports newspapers, and volleyball media.
- On the official X account for the anime "Haikyu!!", posts introducing the event and announcing the panel installation achieved explosive reach, exceeding 200,000 impressions.
- Beyond a one-off event, we successfully built a relationship that serves as a starting point for mid- to long-term promotional collaboration with Toho toward the film’s release in 2027.
