Sports as a Social Infrastructure
Sports as a
Social Infrastructure
Social Infrastructure
Made of Wood, Build by Us, Powered by Nature
Made of Wood,
Build by Us,
Powered by Nature
Build by Us,
Powered by Nature
Sports Cultivate the Power for the Future
Sports Cultivate the Power
for the Future
for the Future
Regional revitalization through professional sports clubs
Regional revitalization
through professional
sports clubs
through professional
sports clubs
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Sports X and VUILD Unveil Plans for the World's First Circular Wooden Stadium
The football club Fukushima United FC, operated by Sports X, has announced plans for its new home stadium in collaboration with the architectural startup VUILD. The stadium is set to be built as a symbol of reconstruction with the participation of local residents, aiming to create a world-class "regenerative" stadium.
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History
2009
Fujieda MYFC Founded
Founding of Fujieda MYFC / Investing in a Sports School Company
・Founded Fujieda MYFC and brought the club into the J.League from scratch in just 5 years.
・Achieved profitability with an annual revenue of $8.1 million, without any financial support from a parent company (while the average J3 league club's revenue is $2.7 million).
・Invested in and nurtured a sports school company with 11,000 members, which later grew to 20,000, both domestically and internationally.
・Achieved profitability with an annual revenue of $8.1 million, without any financial support from a parent company (while the average J3 league club's revenue is $2.7 million).
・Invested in and nurtured a sports school company with 11,000 members, which later grew to 20,000, both domestically and internationally.
2017
Sports X Founded
Founding of Sports X / Camp Business Development
・The former management team of Fujieda MYFC established Sports X.
・They leveraged their expertise in achieving profitability to expand their business, providing management, operation, and consulting services to seven clubs in Japan and abroad. (As of August 2025, they manage three clubs: Okiyasu Kyoto AC, Michinoku Sendai FC, and Fukushima United FC.)
・They successfully revitalized a sports training facility that had been an unused asset of a major local company (featuring three artificial turf fields and accommodations for up to 600 people). By operating the facility and a soccer academy, they successfully increased overnight stays from zero to 30,000 in just three years since 2021, despite the challenges of the pandemic.
・They leveraged their expertise in achieving profitability to expand their business, providing management, operation, and consulting services to seven clubs in Japan and abroad. (As of August 2025, they manage three clubs: Okiyasu Kyoto AC, Michinoku Sendai FC, and Fukushima United FC.)
・They successfully revitalized a sports training facility that had been an unused asset of a major local company (featuring three artificial turf fields and accommodations for up to 600 people). By operating the facility and a soccer academy, they successfully increased overnight stays from zero to 30,000 in just three years since 2021, despite the challenges of the pandemic.
2024
Investment in and Management Participation of Fukushima United FC
Town Planning through Stadium and Smart Sports Park Development
・We have entered into a capital and business alliance with J3 club Fukushima United FC to participate in its management.
・We are promoting a town planning initiative through the development of a new stadium and sports park.
・We are promoting a town planning initiative through the development of a new stadium and sports park.
2025 -
Ongoing Projects
Planning, developing, and operating regional sports infrastructure projects, including the Japan's largest agricultural and sports park.
The Fukushima United - Sports X × Fukushima Integrated Project, which begins with the development of Japan's first all-wooden stadium.
A holistic academy plan to produce future leaders, combining athletic and academic excellence.
Company
| Company Name | Sports X Co., Ltd. |
|---|---|
| Established | October 2017 |
| Capital | $9.68 million (including capital reserves) as of August 2025 |
| Head Office | 44-2 Nishikyogoku Tsutsumi-cho, Ukyo-ku, Kyoto City, Kyoto |
|
Representative Director |
Jun Koyama |
|
Business Activities |
Consulting, incubation, and business management for professional sports clubs and related ventures. Developing and expanding regional sports infrastructure, centered on professional sports clubs, in various locations both in Japan and internationally. |
|
Hiring Record (Corporations) |
ITOCHU Corporation, Tokyo Electric Power Company (TEPCO), EY Strategy and Consulting, ABeam Consulting, JR East, NTT East, Mitsubishi Chemical, and more. |
|
Hiring Record (Universities) |
University of Tokyo, Kyoto University, Hitotsubashi University, Keio University, Waseda University, Doshisha University, Ritsumeikan University, Ritsumeikan Asia Pacific University (APU), Shizuoka University, and more. |
Message
Reaching a Peaceful World and a Future for Children Through the Power of Sports
I was born and raised in Fujieda, Shizuoka, one of Japan's most famous soccer towns.
When I was 10, I watched the 1986 World Cup in Mexico and declared to my parents that I would become the president of the Japan Football Association to make Japanese soccer the best in the world.
I worked hard, planning my training backward from that goal.
My career as a player progressed smoothly, winning national championships, being selected for the national youth team, and receiving offers from top professional club.
However, during my university days, which I attended with the goal of becoming a football association president, I suffered a major injury, and my career as a player was cut short.
Devastated, I decided to become a backpacker and travel the world.
Along the way, I met people living in poverty and others who committed crimes just to survive another day.
I was also robbed twice. These experiences shook my values to the core.
I thought to myself: "I felt like my life was over just because I couldn't play soccer, while there are people who commit crimes for $10 to survive. How blessed I was, and yet, how naive I was."
This journey gave me a new purpose: to dedicate my life to eliminating poverty and inequality around the world.
This new mission became the foundation of my current company.
The Business of a Better World
A sports club is more than just a team.
It's a community icon that instills pride, an economic hub that drives the local economy, an academy that cultivates the next generation, and a platform that connects people and develops the community.
As a core driver of local economic growth, a sports club has the potential to become a vital foundation for local communities and industries.
Sports also have the power to connect all people, regardless of age, nationality, or gender.
We harness this power to turn sports into a social infrastructure that supports people's lives.
By expanding our vision for the ideal sports club across Japan and the world, we aim to build a prosperous and peaceful society free from poverty, together with those who share our mission.
When I was 10, I watched the 1986 World Cup in Mexico and declared to my parents that I would become the president of the Japan Football Association to make Japanese soccer the best in the world.
I worked hard, planning my training backward from that goal.
My career as a player progressed smoothly, winning national championships, being selected for the national youth team, and receiving offers from top professional club.
However, during my university days, which I attended with the goal of becoming a football association president, I suffered a major injury, and my career as a player was cut short.
Devastated, I decided to become a backpacker and travel the world.
Along the way, I met people living in poverty and others who committed crimes just to survive another day.
I was also robbed twice. These experiences shook my values to the core.
I thought to myself: "I felt like my life was over just because I couldn't play soccer, while there are people who commit crimes for $10 to survive. How blessed I was, and yet, how naive I was."
This journey gave me a new purpose: to dedicate my life to eliminating poverty and inequality around the world.
This new mission became the foundation of my current company.
The Business of a Better World
A sports club is more than just a team.
It's a community icon that instills pride, an economic hub that drives the local economy, an academy that cultivates the next generation, and a platform that connects people and develops the community.
As a core driver of local economic growth, a sports club has the potential to become a vital foundation for local communities and industries.
Sports also have the power to connect all people, regardless of age, nationality, or gender.
We harness this power to turn sports into a social infrastructure that supports people's lives.
By expanding our vision for the ideal sports club across Japan and the world, we aim to build a prosperous and peaceful society free from poverty, together with those who share our mission.
President & CEO, Sports X Co., Ltd.
Jun Koyama
Even Weak Teams Can Be Profitable
: The New Soccer Club Management Theory
A dialogue between a rising business scholar and an entrepreneur who brought the real-life experience of Football Club Champions to life, exploring the potential of regional revitalization through sports. This unprecedented book delves into the ideal vision of city-building supported by sports and entertainment.
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