Aries Toshima FC is an amateur soccer club based in Toshima Ward, Tokyo, competing fiercely with the goal of joining the J-League. Commerce Media Inc., also headquartered in Toshima Ward, has signed an official partnership agreement with the club. We support their endeavors by managing their e-commerce site and producing merchandise.
Beyond mere sponsorship, what future do both parties envision as partners working together to invigorate the local community?
This time, we invited Mr. Hirai from Aries Toshima FC, and our CEO, Izawa, along with designer Matsuyama, who designed the new uniform, also participated. They passionately discussed everything from the background of the partnership to the thoughts behind the design, and a "new form of regional revitalization" woven by sports and e-commerce.
Satoshi Hirai (Representative Director COO, Aries Football Group Inc.)
Takahiro Izawa (Representative, Commerce Media Inc.)
Akio Matsuyama (Production Department, Commerce Media Inc.)
The Origin of the Initiative: Addressing Regional League Challenges and E-commerce Support Alignment
First, as our initial theme, please tell us about the background of how this initiative began.
Mr. Hirai: The revenue structure of sports clubs primarily relies on three pillars: ticketing, sponsors, and merchandise sales. However, for regional leagues still building their fan base, most of the revenue currently comes from sponsor support. Merchandise sales are very important, but due to challenges like a lack of MD (merchandising) knowledge, e-commerce operational resources, and inventory risks, it often fell down the priority list.
Before our collaboration with Commerce Media, even when we operated e-commerce, the variety was limited, and it was a bare-bones operation. Then, with Commerce Media's business model, they were able to provide end-to-end support, from inventory risk and product development to even managing merchandise booths at match venues. I believe everything started with them creating an environment we couldn't achieve due to resource shortages, where "there's a store when you want it, and e-commerce when you want to buy."
Izawa: The trigger was simple: I love sports myself, and I was looking for a way to get involved in our company's local area, Toshima Ward. I searched and found Aries Tokyo (at the time), and I was surprised there was no inquiry form on their website (laughs). After that, we happened to be introduced through an acquaintance in sports, and that's how it started.
As for our business, Aries Toshima FC is actually the only client with whom we take on inventory risk. We have a desire to support the local community, and as a company, we also wanted to challenge ourselves with manufacturing beyond web services and explore opportunities in the "people-driven" realm of sports.
One Year On: The Tangible Results of Manufacturing and the Unique Challenges of Regional Leagues
How have things been since the initiative actually started?
Izawa: In the first year, there were areas where our system wasn't fully established, but it was a big step to be able to produce and release products to the public. However, unlike website creation, manufacturing involves many processes before reaching customers, and I felt there was room for improvement in terms of speed.
Mr. Hirai: There were also challenges unique to regional leagues, such as players transferring during the season. There were cases where players left right after merchandise was produced. While inventory management and smooth operations are future challenges, a solid foundation has certainly been laid.
Izawa: On the positive side, by establishing a production system, we were able to smoothly handle corporate orders of hundreds of units from sponsor companies. It was gratifying to see sponsors wearing the uniforms in stores, generating excitement in the community.
2026 Season: New Uniforms Embodying Toshima's Symbol
The uniform design is a major initiative for this season. Could you please tell us about its concept?
(The official 2026 season uniform can be found here)
Matsuyama: The concept for the 2026 season was 'Embodying Toshima'. The 1st uniform's theme is 'The Symbol of Toshima, blooming in the region.' Initially, there were many ideas to incorporate elements of Toshima Ward such as Tokiwaso, Ikefukurou, and Nagasaki Shishimai. However, to convey the strength of Aries Toshima FC simply, we intentionally 'subtracted' elements and scattered Somei Yoshino cherry blossoms, a symbol of Toshima Ward, primarily around Sunshine City.
During the production process, we discussed both realistic and stylized approaches to achieve a refined visual. Additionally, the 2nd uniform incorporates the club's symbol, the constellation Aries.
What we focused on this time was consistency. We even proposed the idea of subtly incorporating the 'shape of Toshima Ward' into the camouflage patterns of not only the uniform but also the jerseys and training wear, because we wanted fans to feel "This is a club from Toshima Ward" when they held the merchandise in their hands.
Mr. Hirai: This is the first time we've put so much thought into a design. I feel that having patterns related to Toshima Ward will strengthen the fans' attachment. We played our first game in this uniform recently, and the colors were great, it looked cool, and with the team winning, we got off to a fantastic start.
Izawa: By communicating smoothly and delving into how to best represent Aries Toshima FC, we were able to create a uniform design packed with elements.
Matsuyama: Our design team is composed of members with diverse experiences, including those from automotive manufacturers, designers of general merchandise and apparel, IP goods, illustrators, and manga artists. We believe that Aries Toshima FC's trust in our "craftsmanship as professionals" after seeing our portfolio led to this smooth collaboration over the past year.
Future Outlook: Building a "Regional Economic Zone" Centered on Sports
Is the successful model with Aries Toshima FC also spreading to other clubs?
Izawa: Yes, in fact, we are now receiving inquiries about merchandise sales from clubs in Shizuoka and other areas. For example, we've started providing support by taking over the logistics for clubs that previously handled their own merchandise shipping but were reaching their resource limits. I feel that the expertise gained from our collaboration with Aries Toshima FC is beginning to help solve challenges for other regional leagues and clubs.
Looking ahead, how do you envision expanding this initiative?
Mr. Hirai: There are still no J-League teams within Tokyo's 23 wards. As we changed our name from Aries Tokyo to "Aries Toshima," we aim to emphasize our regional identity and, together with the people of Toshima Ward, build a solid economic zone there. The ultimate outcome of that is indeed merchandise sales, and we hope to continue this journey together in the medium to long term.
Izawa: The reason I joined Rakuten was because I saw my hometown declining and felt that "a system where money circulates is necessary for regional revitalization." Sports are the only thing that actively motivates people in a community. Creating a system where the economy revolves around a club is the form of regional revitalization I wanted to achieve.
Mr. Hirai: Toshima Ward has a very strong community, and as we aim for the J-League, the number of sponsor companies is also increasing. This season, as a particularly significant goal, we have designated the home game on July 5th at Nishigaoka as a "Concentrated Support Day." We are reaching out to sponsor companies and aiming to attract 2,500 people. We want to create an environment where support goods like towels sell well at the stadium amidst the excitement of many people gathering.
Furthermore, to strengthen our marketing, a new member with deep knowledge in building fan communities, a former leader of a J-League club's cheering squad, has joined the club. We will focus on marketing to further expand our fan base, leveraging Toshima Ward's strong community.
Izawa: Toshima Ward is a really interesting town with incredibly strong local connections. That's why we plan to organize "public viewings," utilizing the large monitor in our office and involving local restaurants, so that even people who can't go to the stadium can get excited locally. We want to link such community-activating functions with the e-commerce system we are building.
【Aries Toshima FC】
Aries Toshima FC is a soccer club based in Toshima Ward (Ikebukuro, Otsuka area, etc.). It belongs to the Kanto Soccer League Division 1 and aims for promotion to the JFL and participation in the J-League.
Company Name: Aries Football Group Inc.
Representative Director CEO: Kentaro Nakamura
Representative Director COO: Satoshi Hirai
Club Official Website: https://www.aries-toshima.com/
Club Official Online Store: https://shop.aries-toshima.com/
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