[Industry-Academia Collaboration] Tobu Top Tours and Waseda University Sign Joint Research Agreement on "Sports Hospitality"

Tobu Top Tours Co., Ltd. (Headquarters: Sumida-ku, Tokyo; President: Koji Momokida) is pleased to announce that it has signed a joint research agreement with Waseda University (Location: Shinjuku-ku, Tokyo; President: Aiji Tanaka; hereinafter referred to as "Waseda University"). Based at the Center for Sports Science Research, and led by Professor Yoshio Takahashi of the Faculty of Sport Sciences, this agreement aims to create new value in Japan's sports business, focusing on the theme "Current Status and Future of Promoting Sports Hospitality Business in Tourism Operators."

This research aims to accumulate specialized knowledge through industry-academia collaboration between Tobu Top Tours, which seeks to promote regional development and enhance the value of the Tobu Line through sports business, and Waseda University, a leader in sports science research in Japan. Through an academic and practical approach, the research will clarify the future direction that Japanese sports hospitality should aim for and provide concrete recommendations to the industry as a whole.

Overview of Joint Research

- Research Title: Current Status and Future of Promoting Sports Hospitality Business in Tourism Operators

- Research Period: June 1, 2026, to March 31, 2029

- Overview and Role Sharing of Joint Research

Waseda University: Conduct surveys on the actual state of sports hospitality business by tourism operators, provide advice from an academic perspective, and produce joint research papers.

Tobu Top Tours: Provide information related to the research, and formulate strategies and implementation plans based on research outcomes.

- Research Representatives

Waseda University: Yoshio Takahashi, Professor, Faculty of Sport Sciences

Tobu Top Tours: Masaharu Kuboji, General Manager, Sports Business Promotion Department

Commemorative photo in front of Okuma Auditorium (Left: Professor Takahashi, Right: President Momokida)

Scene from the signing ceremony

Future Plans

We believe the results obtained from this joint research will significantly contribute to the development of a standard model for high-value-added sports business in the tourism industry going forward. Based on the outcomes and insights gained from this research, Tobu Top Tours will leverage the network and regional resources of the Tobu Group to build a system that enables local sports teams, municipalities, and fans to collaborate and contribute to the community, aiming to propose new "value propositions for the Tobu Line."

Comments from Joint Research Representatives

Yoshio Takahashi, Professor, Faculty of Sport Sciences, Waseda University

In Japan's sports business, the concept of hospitality represents a frontier with significant growth potential. In this research, we will collaborate with Tobu Top Tours, which has extensive experience at the forefront of tourism and sports business, to unravel its realities through an academic approach. We aim to contribute to the further advancement of Japan's sports industry and the construction of an intellectual foundation through the creation of research papers that can be widely shared with society.

Masaharu Kuboji, General Manager, Sports Business Promotion Department, Tobu Top Tours Co., Ltd.

Tobu Top Tours has focused on creating emotional experiences and revitalizing local communities through sports. This joint research with Waseda University is an extremely important milestone that will redefine our on-site knowledge from an academic perspective and elevate it into future strategies. Through the promotion of sports hospitality, we intend to contribute to the revitalization of our service areas and, ultimately, to sustainable regional contribution and the creation of future-oriented value.