Kirin's support for football has continued since 1978. History and Thoughts of Working with the Japan National Team
Kirin has been supporting the Japan national team for over 45 years since 1978.
Since the days when football was considered a minor sport in Japan, we have devoted ourselves to sponsoring tournaments and supporting the national team, and now football in Japan has grown into a sport that is loved by many people and generates great enthusiasm.
At the root of this support is the desire to connect people with each other and bring smiles to their faces through football. Kirin believes in the power of football and will continue to provide support.
Kirin's History of Supporting Football, along with the Growth of Football in Japan
Kirin began supporting the Japan national team in 1978. At the time, the headquarters of the Japan Football Association was located near the headquarters of Kirin Brewery, and it was through this connection that our support began.
Japanese football had yet to make it to the Olympics and had few supporters during the so-called winter era. Under these circumstances, Kirin decided to provide support as part of its social contribution and held the Japan Cup (now Kirin Cup Soccer) in May of the same year. This was the first step in supporting the Japan national team.
From the Winter Era of Japanese Football to the World Stage
In the 1980s, Japanese football was mainly played by amateur players, and there were few stadiums dedicated to football. However, in 1980 the Japan Cup Kirin World Soccer was held, and in 1985 it was renamed the Kirin Cup Soccer. Gradually, the tournament grew into a competition in which the world's most powerful clubs participated.
Around this time, the movement toward professionalization of the Japan national team players accelerated, and in 1991 the Japan national team won the Kirin Cup Soccer for the first time. This was the catalyst that brought football into the limelight, and in the following year the game was promoted to an international A-match. In 1993, the J-League began, and Japanese football entered the professional league era in earnest. This revitalized the domestic league and boosted football's popularity.
In 1998, Kirin became the official sponsor of the Japan national team, and the Kirin Challenge (Kirin Brewery sponsored matches) and the Kirin Beverage Soccer (Kirin Beverage sponsored matches) were. The Japan national team played in the World Cup for the first time in France, and the challenge to compete on the world stage began.
To a higher level as the Kirin Challenge Cup
In the 2000s, the Kirin Challenge and the Kirin Beverage Soccer, which had been sponsored by Kirin Brewery and Kirin Beverage respectively, were unified and held as the Kirin Challenge Cup from 2001.
In addition, International Friendly Matches for the U-23 the Japan National Team and the Nadeshiko Japan (the Japan Women's National Team) were also included in the program, increasing the number of games played. This has increased the opportunities to watch international matches and helped players improve their skills. In 2002, the Japan national team finished in the top 16 in the world at the World Cup, and the number of players moving overseas increased rapidly. The reason why many Japanese players are now playing in top leagues overseas is because the Japanese soccer world overcame adversity and kept going with its supporters and fans. Kirin has witnessed this history for more than 45 years.
Entering a new stage as Official Top Partner of the Japan Football Association
In 2023, it was decided that Kirin will support all the Japan national teams as the Official Top Partner of the Japan Football Association.
In line with this, we will support all categories including the Japan national under category football team, the Japan Futsal National Team, the Japan Beach Soccer National Team, the Japan eNational Team, the Japan Disability Football National Teams in addition to SAMURAI BLUE (the Japan national team) and Nadeshiko Japan (the Japan Women's National Team). We also provide support for player development and leadership training.
Furthermore, Kirin, together with the Japan Football Association, will work to solve social issues through football, bringing the joy and pleasure of footballsoccer to all parts of Japan and smiles to the faces of football families.
For more information, click here: KIRIN’s History of Supporting Soccer related article.
Why Kirin continues to support football
The reason why Kirin continues to support football is because we want to support people through football We believe that football has a special power to connect people and bring smiles to their faces.
At the moment of the goal, the cheers of the spectators unite and the joy explodes. Sharing that moment, people naturally connect with each other, exchanging high-fives and hugs. Kirin believes that this moment of joy is the power that connects people to society.
The Kirin Group's slogan, "Joy brings us together," is deeply connected not only to our business activities but also to our support for football. We will continue to bring smiles to people's faces through football and support the football in Japan to take a leap into the future. Kirin will continue to contribute to the development of football and strive to realize "Joy brings us together."
