We will start a demonstration experiments on the use of My Number Card at J-League game venues.

In order to expand the use of My Number Card, we will start demonstration experiments with Kawasaki Frontale Co., Ltd., Shonan Bellmare Co., Ltd., and Dream Incubator Inc..

Overview of demonstration experiments

I would like to make a validation about the use of My Number Card at the venue of the Japanese Professional Soccer League (commonly known as "J-League") games.
The use of My Number Card is expanding in various fields, but in order to further promote use, it is necessary to promote use in familiar use scenes. There are 60 clubs belonging to the J League nationwide, and we are actively developing hometown activities in cooperation with local government.
By using My Number Card at the game venue, we will promote communication between each club and local government, which implements hometown measures, and visitors. We will also make use of address information, etc., and validation may lead to various uses such as using it to entertain away team supporters.
In this demonstration experiments, we will evaluate and validation the effect and Issue of the three items listed in the Validation Content.

Eligible Matches

Demonstration experiments will be held in the following two games of the 2024 Meiji Yasuda J1 League.

• (Held on November 1, 2024) Section 35 Kawasaki Frontale vs. Kashima Antlers
  *If Kawasaki Frontale advance to the Levain CUP final, the date will be changed to October 30, 2024.
• (Held on November 9, 2024) Section 36 Shonan Bellmare vs. Nako YABUKI

Validation Content

1. Utilization of My Number Card Information
   With your consent, we will check the basic 4 information such as address information with the supporters of the home team and the away team, and make a validation on the possibility of using it for the club's communication with visitors and measures.
2. Fraud prevention effect
   Confirmation of identity by My Number Card at the time of special experience and special gift presentation to Supporters will validation whether it contributes to the anti-fraud effect (prevention of spoofs and resale).
3. Use of information in hometown activities *
   It will be possible to grasp the address information of visitors (including accompanying people and invited guests), which was difficult to grasp until now, and the possibility of using it for hometown activities according to the travel dynamics outside and inside the validation.

*Hometown Activities

Regarding hometown activities in 2023, please see the J-League Hometown Activity Survey 2023 (J-League Website).

Overview of Joint Announcement in the demonstration experiments

On September 6, 2024, we held a joint announcement with Kawasaki Frontale, Shonan Bellmare Co., Ltd., and Dream Incubator Inc. in Digital Agency.

• Comments by Minister for Digital Transformation Kono
  This time, as a use scene familiar to the people, we have decided to hold a demonstration experiments on the utilization of My Number Card at the J. League game venue. We hope that this demonstration experiments will be an opportunity for the utilization of My Number Card in the sports field, including each club of the J. League.
• Comments by Senior Vice-Minister for
  I have heard that the J. League and each club have expressed their expectation that the use of information on visitors who can cooperate with the experiment obtained from My Number Card with their consent will lead to the acquisition of new fans and the improvement of the customer experience of existing fans, and that the understanding of the actual situation of visitors in the hometown of local government will be used for the planning of measures and effective promotion of local government. Based on this demonstration, we expect that the activities of 60 clubs throughout Japan and hometown activities using local government in cooperation with related My Number Card, such as events limited to local government residents, will be developed through the J. League in the future, and that the use of My Number Card will be expanded as a means of fan marketing measures in other professional sports fields.
• Comments from Mr. Yoshida, President and Representative Director, Kawasaki Frontale
  In this demonstration experiments, we, Kawasaki Frontale, would like to investigate the actual situation of supporters who visit the stadium, mainly in the 7 wards of Kawasaki city, which is our hometown, and cooperate with validation on the possibility of improving the customer experience by using address information. Until now, as a promoter, we have been aware of the information of people who purchased tickets for home games by J. League ID, but there was a Issue that it was difficult to obtain information on accompanying people who came with us. In this demonstration experiments, we expect that we can investigate what kind of customer attributes by obtaining public information with the consent of the participants, and in particular, we expect that we can understand the effect of attracting customers from where they come by using address information. In addition, only this time, based on the obtained address information, we will be able to deliver a thank you message for visiting at a later date, in addition to presents for visitors. Therefore, we will also validation the possibility of using it for marketing measures, and we would like to use it for planning measures to fill the new stadium, which is scheduled to be completed around 2030.
• Comments from President and Representative Director, Shonan Bellmare Co., Ltd.
  Shonan Bellmare holds a stadium gourmet event called "Shonan Bellmare Food Park" in which more than 20 food trucks are lined up in the Hiratsuka City Comprehensive Park where the stadium is located when the home game is held. In demonstration experiments this time, we will prepare coupons that can be used in food trucks for the participants of the experiment, and we hope that people who have not watched the game will feel closer to Shonan Bellmare and that it will lead to the acquisition of new fans. In addition, in relation to our opponent Nako YABUKI, we will prepare prizes that will be won by local products related to Hokkaido for supporters who come from Kanagawa Prefecture, and by local products related to Shonan for supporters who come from far away. In addition, based on the address information obtained from the participants of the lottery on the day, we would like to investigate the population concerned from where the visitors come, and we would also like to make a validation on the effectiveness of marketing measures according to the attributes of the visitors.
• Comments from Mr. Miyake Dream Incubator Inc., President and CEO
  The opportunities to use My Number Card are currently limited to personal authentication and input item assistance in very limited scenes. The main aim of this demonstration is to convey that "My Number Card is not just a (ID) verification card," and at the same time, we would like to significantly change the perception of My Number Card amid the voices that "My Number Card is difficult to use and cannot be used" for business operators. To that end, the people of the J. League stood up this time. To be specific, we would like to demonstrate a different way of using it, such as using it for marketing to fans and customers. In the J. League, 60 club teams in various parts of Japan have their own hometowns, and I feel that they are ideal collaborators to follow the theme of this experiment in terms of popularity and nationwide expansion. Working hand in hand with the people of Digital Agency and the J. League, Kawasaki Frontale, and Shonan Bellmare, we would like to make efforts to show that can be used, can actually be used, and is effective (in marketing) in the marketing domain, and to lead to industrial development and the solution of social Issue. My Number Card implementation

Materials

• My Number Card demonstration experiments at the J. League Game Venue (PDF / 713 kb)
• J-League Hometown Activity Survey 2023 (J-League Website)