A series of interviews with team officials and others who support the professional baseball on the business side about their secret career changes. This time we pick up Orix Buffaloes baseball Club Co.

The event will be held on June 20 (Sat) in Nihonbashi, Tokyo! Pacific League Job Fair" Entry is here].

Leveraging retail experience in the sports business.

The excitement of the stadium, the sense of unity among the fans filling the stands—the "passion" that sports bring is a powerful motivator to attend games. However, behind that glittering stage lies a meticulous management strategy and a steady accumulation of business efforts, no different from those of any other company.

Eitaro Nakajima, Deputy General Manager (Marketing) and Head of the Events Group at Orix Buffaloes baseball Club Co., Ltd., joined the apparel giant Uniqlo (first baseman Retailing) after graduating from university. He says the turning point in his career was the football culture he encountered while stationed in London. He was impressed by the reality that sports had become such a strong "business," from the huge stores attached to the stadiums, to the season ticket system, and the meticulous licensing business of broadcasting rights and merchandising (MD).

Generally, apparel companies generate demand and stimulate consumption through "systems" such as trend analysis, pricing, supply chains that create appropriate product assortments, and global store networks and PR strategies.

"On the other hand, I think the appeal of the sports business lies in the fact that the 'excitement' unique to live events is added to the entertainment aspect, which is a matter of personal preference, creating unexpected value that goes beyond what was anticipated," Nakajima says.

With the desire to leverage his retail experience in the content business, Nakajima focused his job search on companies that monetize content. He built his career primarily in B2C marketing, working in merchandising and food and beverage businesses at Urawa Reds and Chiba Lotte Marines, before joining Orix Buffaloes The Buffaloes in 2021.

To establish a unique position in the Kansai region

Mr. Nakajima's experience and knowledge are currently being put to use in The Buffaloes' highly business-oriented theme of "maximizing the value of the team's brand."

Traditionally, professional baseball teams have often been treated by companies as a means of advertising and image enhancement, essentially a "cost center fielder." However, with the re-evaluation of the content value and intellectual property potential of sports, there is a growing need to redefine teams as "strategic assets that generate brand value and contribute to revenue." The primary objective of this initiative is to enhance the revenue structure, that is, to diversify revenue sources and increase unit prices through broadcasting rights, merchandise, licensing business expansion, and content revenue in the digital domain. The second objective for Orix Buffaloes is to establish a unique position in the competitive environment of the "Kansai market."

"Instead of blindly chasing mass popularity, we aim to appeal to new audience segments such as young people, women, and families with values like 'stylish and clean' and 'strong and smart,' providing a memorable viewing experience and establishing a unique position. This is the foundation of maximizing value, and we believe that by linking this with the 'team's strength (performance)' as demonstrated by our three league championships in recent years and the emergence of young star players, we can significantly raise the overall brand value of the team."

In 2026, a major transformation of the team jersey.

The symbol of the transformation brought by Mr. Nakajima is the transition to a new form of 'co-production' for jersey, introduced from the 2026 season. Until now, the team had mainly supplied jersey from major sports manufacturers, but this framework was significantly restructured. By partnering with World Group's MC Fashion, the team shifted from a manufacturer-driven product supply model to a model where the team itself took the lead in designing and developing jersey. Thanks to Mr. Nakajima's fabless supply system leveraging his apparel industry expertise, the team holds the lead in design and expression, enabling flexible deployment of event jersey and limited models, and improving profitability by closer intermediary costs.

"Fans want to buy jersey not just because it's a product from a specific sports manufacturer, but because it's the jersey of the The Buffaloes they support. So, by making something original, the team should take control of the design and worldview, broaden the scope of merchandise development, and maximize its value."

Specifically, UNDER ARMOUR teamwear was adopted as the core of "performance" and "marketing," and an official cap contract was signed with NEWERA as an icon that is frequently worn in daily life and expands into the lifestyle domain. Furthermore, the previously inconspicuous foot area was positioned as a new area of expression and performance enhancement gear, and in response to direct requests from Yuma Tongu and Haruto Watanabe athletes, STANCE socks were introduced. According to Mr. Nakajima, these are "elements that directly enhance the team's competitive strength and are 'investments to win.'" By ensuring design, functionality, and unity down to the smallest details, the team evolved from a "model left to the sports manufacturer" to a model where the team itself becomes the brand. It was the first attempt by a professional baseball team.

win joy is the most powerful content and the catalyst for business. However, to build a solid management foundation that does not depend solely on the team's wins or losses, thorough customer experience design and organizational "intelligence" and "courage" are essential. Currently, the team is recruiting new talent as part of its organizational strengthening efforts to further advance brand management.

"Uncertainty, starting with 'excitement,' is the greatest strength of sports, but focusing too much on it increases risk. That's why it's important to enhance entertainment content not only for the enjoyment of watching, but also for convenience, comfort, and hospitality. The source of desire or necessity to attend games can be generated through branding and marketing, but to do so, it requires intelligence and courage to repeatedly experiment with trial and error under numerous hypotheses. I hope those who can enjoy this uncertainty will take on the challenge."

The type of talent they seek is not simply confined to the framework of "because it's the sports industry." Like most companies, they possess not only marketing and advertising knowledge but also technical skills, and are experienced professionals with practical abilities who can approach matters from a perspective closer to management.

"I would be happy to work with someone who can drive the business by collaborating with specialists who have accumulated expertise in various departments within the team."

information

"Pacific League Sports Job Fair 2026 Summer by doda"
It will be held in person in Nihonbashi, Tokyo on Saturday, June 20th!
This is a mid-career recruitment event specializing in the professional baseball industry, organized by the six Pacific League teams and Pacific League Marketing Co., Ltd.

Applications are accepted until June 14th (Sunday).
For applications and details, please visit the special page.
https://dodasports.doda.jp/event/4996/
PLM Career, a recruitment agency specializing in the sports industry.
https://career.pacificleague.jp/