Sports as a Social Infrastructure
The World’s First Stadium:
Made of Wood, Build by Us, Powered by Nature
Made of Wood, Build by Us, Powered by Nature
Sports Cultivate the Power for the Future
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 / Building from scratch
・Achieved J. League entry within five years, starting from scratch.Generated a $8 million operating profit, significantly exceeding the J3 average annual revenue of $2.67 million.
・The invested and developed school business (a subsidiary at the time) grew from zero students to 11,000 students (over 20,000 during the investment period). Business model partially complete.
・The invested and developed school business (a subsidiary at the time) grew from zero students to 11,000 students (over 20,000 during the investment period). Business model partially complete.
2018
Sports X Founded
Development of each function / Pilot period for international expansion
・We utilized dormant facilities of a major corporation on a time-limited basis to expand and develop the model, aiming for the further construction of the business model’s functions. This endeavor also served the purpose of regenerating the major corporation’s business unit, achieving a significant turnaround.
・Established a joint venture (JV) with the Myanmar National Football Association (MNL), initiating efforts at a national level. Acquired and began management of a 2nd Division club in Ghana. However, operations were suspended due to the COVID-19 pandemic and civil conflict, resulting in an experience with country risk.
・Established a joint venture (JV) with the Myanmar National Football Association (MNL), initiating efforts at a national level. Acquired and began management of a 2nd Division club in Ghana. However, operations were suspended due to the COVID-19 pandemic and civil conflict, resulting in an experience with country risk.
2024
Investment in and Management Participation of Fukushima United FC
Challenge of Reconstruction / Future Creation: Accumulation in Phase 1
The accumulation gained during Phase 1 was implemented in Fukushima, which serves as a challenge for reconstruction and future creation in the area. This involved the execution of an integrated model combining the top team, academy, SSP (Smart Sport Park), stadium, and regional development. The plan is to subsequently accelerate domestic expansion into other regions and then move globally.
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 | Jun Koyama |
| Operations |
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.
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.
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.
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