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Marketing and Sponsorship

J.League Secures One Of Japan's Biggest Sponsorship Deals With Meiji-Yasuda

Tokyo-based life insurance firm Meiji-Yasuda has become the title sponsor of the J.League "after signing one of the biggest sponsorship deals in the history of Japanese domestic sport," according to SOCCEREX. The deal "entitles the firm to naming rights to the top three tiers of domestic Japanese football," expanding an agreement signed in '13 that gave the company naming rights to the newly-formed third tier, the J3. The '15 season "will see a significant rebranding" in the J.League, with the top two divisions now following the model of the third. The Meiji-Yasuda J1 and Meiji-Yasuda J2 "will kick off in March." Although contractual details have not been released, "it has been described by a senior executive at Dentsu, the agency that sold the deal, as one of the biggest sponsorship deals ever within Japan" (SOCCEREX, 1/27).

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