Tokyo-based electronics manufacturer Mitsubishi Electric has replaced Hamamatsu-based automobile brand Suzuki as the title sponsor of the AFF Championship, the Asean Football Federation (AFF) has announced

Formula 1’s Japanese Grand Prix later this year will be title-sponsored by automotive manufacturer Honda.

Japanese tennis star Naomi Osaka has launched a new management company for athletes after splitting with the IMG agency

Japanese video game developer and publisher Capcom has agreed a three-year sponsorship deal with the Japan Volleyball Association

The NBA’s Golden State Warriors has signed an agency of record agreement with Rakuten Sports, an offshoot of the basketball club’s jersey patch sponsor Rakuten, in key Asia-Pacific markets.

J.League, the organising body of club football in Japan, has announced a sponsorship agreement with social media platform TikTok as part of a push to attract younger audiences to its J1 and J2 leagues

When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.

The National Basketball Association is to stage two preseason games in Japan later this year

Title sponsor Credit Saison drove Japanese excitement about the 2021 ‘Saison Card Cup’ U-24 matches against Argentina via a video series tying football passion to everyday life.

The Japan Rugby Football Union is preparing to usher in a new, more professional era of Japanese rugby union with the launch of the NTT League One on January 7

Japanese telco KDDI has agreed a regional sponsorship deal for Asian Football Confederation national team competitions during the 2021-24 period. KDDI's regional rights cover the territory of Japan

Olympic Worldwide Partner Toyota will not air commercials in Japan related to the Tokyo 2020 Olympic Games, the company has said

A further two Japanese prefectures have banned spectators from events at the forthcoming summer Olympic Games, with Tokyo 2020 now set to have fans in place at just 3

Two-way Japanese superstar to be key focus of MLB's All-Star Game

Japanese video game company Konami said it has dropped French footballer Antoine Griezmann from his role as a brand ambassador following a racism row involving him and his French teammate Ousmane Dembele

Sports streaming service DAZN has strengthened its commitment to women’s football after becoming the official broadcast partner of the Japanese Women Empowerment (WE) League for the next eight years.

Seiko Hashimoto, president of the Tokyo 2020 organising committee, has said that sponsors continue to support the hosting of the Games, despite reports that some Japanese backers have privately called…