JTB Signs Major Partnership Agreement with Soccer Culture Creation Hub 'blue-ing!'

JTB Corporation (Headquarters: Shinagawa-ku, Tokyo; President and CEO: Eijiro Yamakita; hereinafter 'JTB') has signed a major partnership agreement (blue-ing! Major Partner) with the Japan Football Association (Location: Bunkyo-ku, Tokyo; President: Tsuneyasu Miyamoto; hereinafter 'JFA'). The purpose of this partnership is to co-create interactive value originating from the soccer culture creation hub 'blue-ing!'. Through this agreement, JTB and JFA will combine their respective knowledge and resources to create opportunities for interactive experiences, career education, and sustainability activities centered around soccer.

Left: JFA President Tsuneyasu Miyamoto Right: JTB Director and Senior Managing Executive Officer Chizuko Nishimatsu

・ Background and Significance of the Agreement

JTB's group management philosophy is 'to create interactions among people on a global stage and contribute to the realization of a peaceful and fulfilling society.' Meanwhile, JFA's philosophy is 'to create a rich sports culture through soccer and contribute to the healthy development of people's minds and bodies and the development of society.' Believing that the high affinity between these two philosophies would enable the co-creation of new value, this agreement was concluded.

・ Mutual Cooperation for Creating Interactive Value

By merging JTB's connections with industry, government, and academia in all 47 prefectures and its capabilities in developing travel products and regional content with the resources of JFA and soccer, we will disseminate valuable information to many people, including the soccer family. We will cooperate mutually to expand the circle of the soccer family starting from the soccer culture creation hub 'blue-ing!' and create opportunities for many people to enjoy various values.

・ Main Initiatives

① Collaboration in Soccer x Tourism and Regional Revitalization Events

We will carry out events to promote the charm of regions through regional tourism PR events at 'blue-ing!', and conduct tourism promotions in conjunction with public viewing events.

② Development of Soccer Culture x Education Business Content Utilizing 'blue-ing!'

As an educational business collaboration utilizing 'blue-ing!', we will mutually cooperate to foster soccer culture for the next generation, such as by developing career education programs centered on soccer and creating content for sustainability activities using soccer.

③ Creation of Soccer Culture x Travel Initiatives in Collaboration with 'blue-ing!'

To make soccer culture more accessible and utilize it for social development, as an initiative that goes beyond 'blue-ing!', we will contribute to the expansion of the soccer family and the creation of interactive value by providing travel products themed on deepening soccer culture.

JTB has been working to popularize the value and charm of sports, focusing on the three elements of 'watching,' 'playing,' and 'supporting.' Leveraging the achievements and know-how accumulated so far, we will continue to stay close to customers who are moved by the performance of athletes and strive to provide unforgettable memories to people around the world.