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Deloitte Tohmatsu and Blue United agree to alliance to expand sports business in Japan and co-create value

In order to strengthen and develop new revenue sources in the domestic sports industry, to develop human resources for sports business, and to create value in sports using technology, research and study of the domestic and international sports industry and various demonstration experiments are planned.

This is an English translation of the news release issued by Deloitte Tohmatsu Group on Feb 7, 2023. If there is any discrepancy between the Japanese version and the English translation, the Japanese version shall prevail. 

TOKYO, JAPAN, 7 Feb, 2023

Deloitte Tohmatsu Consulting LLC (“Deloitte Tohmatsu”)  has agreed to form an alliance with Blue United Corporation ("Blue United") to collaborate on laboratory activities such as research and demonstration aimed at expanding the sports business in Japan.

The two companies aim that the laboratory activities promoted through this alliance will drive the further expansion and growth of the Japanese sports business, which will be appropriately returned to sports teams, sports leagues and various sports organizations to promote the growth of the entire industry as well as to stimulate value co-creation with other industries. Specifically, in order to further strengthen existing sports revenue sources, explore new revenue sources, visualize asset values, and achieve an ecosystem in which people, goods, money, information, and community capital circulate across industries, Blue United will utilize assets, networks, and properties under development to conduct a variety of research and studies, demonstration experiments, and accumulate know-how.

Initially, we plan to conduct research and demonstrations on the following three themes.

  1. Evolution of partnerships in sports
    To expand the market size of the Japanese sports business, it is necessary to further strengthen ticket sales, merchandise sales, broadcast rights fees, and sponsorship revenues, which are the main sources of revenue, as well as to explore new revenue sources. In response, based on Blue United's knowledge and experience in overseas sports business, as well as the Deloitte Tohmatsu Group's knowledge and experience in using sports in business through collaboration with various sports, including soccer and motor sports, we will develop and demonstrate a new partnership model that takes into account perspectives such as Well-Being, regional revitalization and the SDGs.
  2. Training sports business personnel
    In order to promote "partner activation" between club, leagues and companies, we will work to create and provide measures and opportunities for the development of professional human resources with capabilities in a variety of fields, including business, digital and legal, that are necessary to undertake various partnerships with sports as a hub.
  3. Demonstration of new technologies and services
    Based on the knowledge and experience of both companies, we will demonstrate the use of technology to expand the possibilities of partnerships with companies, including the introduction of technologies such as analytics and AI to improve the level of competition, and the development of services using XR technology such as VR/AR and 3D to provide diverse viewing experiences.

In this alliance, the knowledge and know-how gained through these activities will be made available to the public through various media, leading to activities aimed at introducing, developing and establishing these activities in the Japanese sports industry.


■About Blue United CORPORATION

With a vision of "contributing to the development and internationalization of the Japanese sports business in order to become one of the world's best," the company is based in the United States and Japan, and in order to contribute to the internationalization of the professional sports industry in Japan, the company is developing business in various fields, including overseas strategy consulting, human resource development, and matchmaking for international matches, acting as a bridge between professional soccer and overseas markets. His main business activities include presiding over the Pacific Rim Cup (, a Pacific Rim professional soccer tournament held in Hawaii, managing Blue United eFC (, a professional eSports club, and overseas sports business development.

Company name


Head Office

1460 Broadway, New York, NY 10036




Takehiko Nakamura


■About Deloitte Tohmatsu's Sports Business Initiatives

We are promoting activities to create and expand a healthy sports business market by assembling the best teams in Japan and overseas for all stakeholders surrounding sports (Regulatory agencies, local governments, sports associations, professional sports associations, professional sports clubs, sponsor companies, etc.). Deloitte Tohmatsu Consulting has developed collaborations with various sports organizations, clubs and teams including the J League, Takuma Sato, GANTRIGGER and Astemo REALRACING.

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Deloitte Tohmatsu Group Press Contacts: Takahashi / Kikuchi
Tel: 03-6213-3210  Email:

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