HALF TIME has released a research report on fan marketing at sports teams, conducted in collaboration with Yappli. This survey is answered by fan marketing staffs of Japanese sport teams, asking about current challenges, future focus, and areas of interest. Responses were collected from 21 teams across 5 sports.

Respondents are from:

• 5 sports – baseball, football, basketball, volleyball and rugby union.
• 21 teams from NPB, J.League, B.League, SV League and Japan Rugby League One.

Contents:

• Current fan marketing challenges.
• Areas expected to become more important in the future.
• Official fan app provision.
• Key areas of interest in fan marketing.

The report is accessible from the link below for free in PDF:

https://go.halftime-media.com/l/1039903/2026-04-02/4ggxv