Sanfrecce Hiroshima Revamps Club's Digital Asset Management Infrastructure

"Connecting the club's assets to the future, for the next 100 years"

Sanfrecce Hiroshima Co., Ltd. (Naka-ku, Hiroshima City; President & CEO: Masayoshi Kubo; hereinafter 'Sanfrecce Hiroshima') has introduced and begun operating the digital asset management (DAM) system 'CIERTO (Shieruto)' provided by Visual Processing Japan Co., Ltd. (Shibuya-ku, Tokyo; President & CEO: Hiroaki Mimura; hereinafter 'VPJ'), with the goal of centrally managing and utilizing digital assets such as photos and videos owned by the club. In this project, TONIQ Inc. (Minato-ku, Tokyo; CEO: Yuki Kimura; hereinafter 'TONIQ'), which specializes in data marketing and DX support, will provide comprehensive support from implementation design to operational adoption and future data utilization.

Background: Growing digital assets and the operational burden of "finding and sharing"

Photos and videos generated daily from club activities, including home games at Edion Peace Wing Hiroshima, are increasing year by year. However, these assets are stored separately by creators (photographers, creatives, advertising agencies, etc.), creating operational challenges before utilization—such as "inability to quickly locate needed images," "time-consuming rights and usage scope verification," and "complex internal and external transfers."

To maximize the value of club assets, it is essential to first "centrally manage scattered assets securely, in a searchable format, and accurately." This project begins by establishing this foundational infrastructure.

Implementation: Building a centralized management platform with CIERTO

The 'CIERTO' system introduced by Sanfrecce Hiroshima is a DAM solution that centrally manages digital assets—including photos, videos, and illustrations—on the cloud and enables optimal distribution based on use cases. With over 300 implementations, it received the Grand Prix at the 2019 ASPIC Cloud Awards and was ranked No.1 in the APAC DAM category by G2 in 2024, making it one of Japan's leading solutions.

Through this implementation, Sanfrecce Hiroshima will achieve the following:

- Centralized asset aggregation: Consolidate scattered photos and videos into a single, official club platform - Enhanced searchability: Cross-search by metadata such as match date, opponent, and category - Permission and distribution management: Define usage scopes by department and partner, enabling secure transfers - Standardized operations: Unify end-to-end workflows from shooting to registration and sharing

TONIQ will lead metadata design, permission structure, and workflow planning tailored to the club's operational realities, ensuring the system is not just implemented but fully adopted in daily operations.

Future Outlook: Advancing data utilization and operational efficiency with AI

This infrastructure project marks the first step in Sanfrecce Hiroshima's journey toward advanced digital asset utilization. The three companies will continue to enhance data utilization to link accumulated assets with club growth.

As part of this effort, they are also working on automating metadata tagging using AI, currently in the design phase with TONIQ and VPJ. The goal is to reduce manual workload in asset registration and classification, enabling staff to focus on more creative tasks. Specific details of these initiatives will be announced once preparations are complete.

Sanfrecce Hiroshima will leverage the CIERTO-based digital asset platform to pass on the club's history and value to the future, deepening connections with fans and the local community.

Comments from the Companies

Masayoshi Kubo, President & CEO, Sanfrecce Hiroshima Co., Ltd.

"The photos and videos that capture the club's journey are irreplaceable assets for us. With the opening of Edion Peace Wing Hiroshima and the evolution of times, the volume of digital assets created by the club has increased more than ever.

The introduction of 'CIERTO' is not merely a tool implementation, but a transformation to connect our 30+ year history to the future and deliver the club's passion to fans, the local community, and partners at the highest speed. Together with strong partners TONIQ and VPJ, we will maximize the value of our century-long club assets from the front lines of operations."

Hiroaki Mimura, President & CEO, Visual Processing Japan Co., Ltd.

"We are deeply honored that CIERTO, which has supported digital asset utilization for numerous enterprises, can now contribute to managing and utilizing the valuable assets of a club like Sanfrecce Hiroshima. We will provide the optimal platform by closely aligning with the unique use cases of sports clubs, in collaboration with TONIQ."

Yuki Kimura, CEO, TONIQ Inc.

"Even the best tools only create value when they are adopted in practice. We go beyond strategic recommendations, deeply engaging with the club's operational realities to ensure initiatives take root in daily workflows. Through data utilization and AI-driven efficiency, we will unlock the full potential of Sanfrecce Hiroshima's assets."

Company Profiles

Sanfrecce Hiroshima Co., Ltd.

Address: 15-2-1 Honomachi, Naka-ku, Hiroshima City, Hiroshima 730-0011

Representative: President & CEO Masayoshi Kubo

Business: Operation of professional football club 'Sanfrecce Hiroshima' Home Stadium: Edion Peace Wing Hiroshima

URL: https://www.sanfrecce.co.jp/

Visual Processing Japan Co., Ltd. (VPJ)

Address: B1 Centra Plaza, Ebisu Garden Place, 4-20-7 Ebisu, Shibuya-ku, Tokyo

Representative: President & CEO Hiroaki Mimura

Business: Provision of enterprise DX solutions, including the digital asset management (DAM) system 'CIERTO'

URL: https://www.vpj.co.jp/

TONIQ Inc.

Address: 1-3-40 Mita, Minato-ku, Tokyo

Representative: CEO Yuki Kimura

Business: Business growth support centered on AI, data, and creative—CRM, CDP, MA, data infrastructure, advertising, and SNS marketing

URL: https://toniq.co.jp/