The president is a “fan from the Nishitetsu era” Why Belluna acquired the naming rights of Seibu headquarters | Full-Count

“MetLife Dome” will be “Belluna Dome” from March

Seibu held a press conference in Tokorozawa City, Saitama Prefecture on the 17th, and the major mail-order company “Belluna Co., Ltd.” (Headquarters: Ageo City, Saitama Prefecture) held a five-year home naming rights (facility naming rights) until the end of February 2027. Announced that the name of the stadium will be changed to “Belluna Dome” from March 1st. Since 2015, the company has been a “helmet sponsor” that puts the company logo on the helmets worn by Seibu players during the match, and will continue this season. Why did he raise his hand to acquire the naming rights of the home base again?

Kiyoshi Yasuno, President of Belluna, said, “I have been a Lions fan since the Nishitetsu era. Since 2010, I have also served as the chairman of the Saitama Seibu Lions Sai no Kuni Supporters Association.” Emphasized. On top of that, “I think that it will have a positive effect not only on raising the company’s recognition and name recognition (to acquire naming rights) but also on hiring employees. (New employees) fathers and mothers are not relieved. “Is it?”

The name of the stadium is often introduced on TV, radio, newspapers, and online news, and the advertising effect is dramatically improved. In particular, Belluna is developing its business centered on online and catalog mail order, so it is thought that increasing name recognition will have a direct positive impact on sales.

On the other hand, Managing Director Yuichiro Yasuno, who attended the meeting, said in a question and answer session, “The naming rights fee is confidential and I would like to refrain from doing so.” By the way, when Lotte’s home ground became “ZOZO Marine Stadium” from December 1, 2016, Start Today Co., Ltd. (currently ZOZO Co., Ltd.), which operates the fashion mail order site “ZOZOTOWN”, will be 10 until the end of November 2026. He won the annual naming rights and signed a contract to pay the owner Chiba City and the designated manager Chiba Lotte Marines 310 million yen a year (155 million yen each), for a total of 3.1 billion yen. Certainly not a cheap investment.

Two wins in the five years of the “Merado” era




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