Kirin and the JFA’s Initiatives
Making everyone in Japan smile through football
The Kirin Group has supported the Japan national team since 1978, and from 2023 we will be the official top partner of the Japan Football Association. We support the Japan national team (also known as SAMURAI BLUE), the Japan Women's National Team (also known as Nadeshiko Japan), the Japan national under category teams, the Japan Futsal National Team, the Japan Beach Soccer National Team, the Japan eNational Team, the Japan Disability Football National Teams, and all other categories.
Kirin believes in the power of football to connect and energize people and society. To expand this power, together with the JFA, we are developing activities nationwide to create new connections that strengthen bonds between families and friends.
Kirin Family Challenge Cup to support everyone involved in football
The Kirin Family Challenge Cup is a walking football tournament sponsored by Kirin and the JFA that anyone can enjoy regardless of age or disability. It has been held all over Japan since December 2022.
Walking football is football played at walking pace. Because all people can play together, regardless of gender, age, or previous playing experience, participating with family members or those close to you can deepen your connection. In addition, there are tournaments in which current players as well as formal Japan national football players participate, bringing many smiles to the faces of the participants.
Kirin and the JFA are expanding activities to bring people together across generations and genders through football and to bring energy to society. We will continue to expand this initiative nationwide, aiming to revitalize local communities.
Kirin Friend Challenge Cup to Deliver the Joy of Connecting through Football
The Kirin Friend Challenge Cup was born out of Kirin and the JFA's desire to bring the joy of connecting through football to children whose opportunities for interaction are limited due to geographical distance and environmental conditions.
The first event, held in 2023, brought together elementary school students from Toshima Island in the Izu Islands and central Tokyo, some 140 km apart, through football. The second event was held at Sakai Elementary School in Nasukarasuyama City, Tochigi Prefecture, where they deepened ties with children in Komae City, Tokyo.
We hope that this initiative will strengthen the bonds between children and bring warmth and strength to the community by connecting people across regions through football and conveying the joy of that connection.
Toward a world where everyone can enjoy football together
In 2014, the JFA announced the "The JFA Declaration on Grassroots Football" with the aim of creating an environment where all people, regardless of disability, can enjoy playing football. Furthermore, the Japan Inclusive Football Federation (JIFF) was established in 2016 to promote football for the disabled.
Kirin also supports this activity. One of our activities is the promotion of football for people with disabilities such as Cerebral Palsy Football. Kirin employees are active as players, and we are also making efforts to support other CP football players.
These efforts are a major step toward creating a society where everyone can enjoy themselves equally through football.
Victory Hachimaki headband project to connect fans and players through cheering
In addition, focusing on cheering, Kirin and the JFA have launched the Victory Hachimaki headband project to connect fans and players from 2022. The goal of this project is to unite the hearts of players and fans by creating hachimaki headbands with the words of determination of the Japan's national team players designed on them and distributing them to fans.
Many fans gathered at the match sites for these Victory Hachimaki, and photos of them with their parents, children, and pets were shared on social media, spreading the circle of support for the team. Hachimaki were also distributed to Japanese fans at overseas matches, creating a moment of united support for the Japan national team around the world.
The Victory Hachimaki is a special item that allows players and Head Coach to experience the power of support. Kirin and the JFA will continue to connect all of Japan with smiles through football, and we will walk together toward our greatest stage.
