Special Focus - Sports

Knowing the specifics of the Japanese market is vital for any project to succeed. This month in "Special Focus", we highlight the sports equipment market. Information on the related sub-topics, latest reports and webinars on this topic are available on the following links.


In 2022, local authorities in Japan launched the third ´Sport basic Plan´. This plan specifically focuses on the development of the sports legacy of the Tokyo Olympic and Paralympic Games across five years.

The entire sports industry took a big hit due to the global pandemic, but with the completion of the 2021 Tokyo Olympics, and a steady increase in sport participation in recent years, now seems to be a great time for European businesses seeking opportunities in the Japanese Sports industry.


The sports equipment market in Japan is worth over Euro 11.9billion. Although the market’s growth dipped during the pandemic, it is now rebounding quickly. Our report focuses on seven main sports: Outdoor, Golf, Fishing, Cycling, Football, Tennis and Winter Sports.

In all of these sports the prowess of international brands is recognised by Japanese consumers and trade alike, there are sizeable numbers of users with high expenditure, creating a significant market opportunity for European SMEs.


The related webinar targets sports equipment brand owners, licensors and manufacturers; owners of sports businesses including distributors and retailers; sports events operators; and European sporting clubs looking to expand their commercial presence in Japan.

Do not forget to register below!

Subscribe to
our newsletters

The EU-Japan Centre currently produces 5 newsletters :

  • EU-Japan NEWS - our flagship newsletter covering the Centre's support services, information about EU (or Member States) - Japan cooperation
  • Japanese Industry and Policy News
  • “About Japan” e-News (Only available for EU companies / EU organisations)
  • Japan Tax and Public Procurement Weekly Tender Digest (Only available for EU companies / EU organisations)
  • Tech Transfer Helpdesk Newsletter
1 EUR = 170,810 JPY