 Okay, because this is a Japan-related event, we're going to start exactly on time, just like the Shinkansen. So, I'm happy to hand you over to Mano Takatori of the Japan Foundation, who's going to give the welcome speech. So, good evening, everyone. It is our great pleasure to welcome you all to this very special symposium today. Today, the 20th, September 2018, is exactly one year's time from the kick-off of the Rugby World Cup 2019 in Japan. It's a really big international sport event for Japan. And as for the such events, some of you may remember that the Japan host, the Olympic and Paralympic Games in 1964, and then Winter Olympic and Paralympic Games in 1972, and again in 1998, and then the FIFA World Cup in 2002. And this mega-sport event for Japan will be followed by the Rugby World Cup 2019 and Tokyo 2020. And as you can easily imagine, such mega-sport events would often leave lasting legacies for not only participating athletes, but also for the host nation, its citizens, and society. So, for me, I still remember the very vivid cheerful atmosphere of Japanese society when Japan first hosted Olympic and Paralympic Games in 1964. And still I can remember, and I can think, I can sing a theme song of 1972 Winter Games, which was a huge hit in the Japanese pop music scene at that time. And actually, it became a sort of fashionable social phenomenon. And the Japan Foundation, an organization of cultural exchange, cultural, academic, and educational exchange between Japan and other countries, we are deeply engaged with such international big mega-sport event. And for upcoming the Rugby World Cup and Tokyo 2020, for example, we have already started to work with English Rugby Football Union as well as British Olympic and Paralympic associations to carry out a series of workshops on Japanese culture and the survival of Japanese language for their staff and players, athletes. With such input from us, we hope that their staff and players, athletes, can have a comfortable stay in Japan because they are going to there and staying there for a while. And by this, we hope that they can achieve, perform at their absolute best in their games. Of course, being Japanese, I also do hope that Japanese players and athletes can do a good job, a slightly better job, against British players and the athletes in their games. And also, yes, we have been also collaborating with primary schools across the UK, introducing some Japanese culture and Japanese language to younger generation, making the most of this occasion, of such international big occasions. And this, today's symposium jointly organized with THOAS is another good example. And I'd like to express my sincere appreciation to THOAS, with whom we are proud to have worked together for a long time. Actually, this symposium, today's symposium, can be seen as an extension of our, again, successful collaboration last year. It's a symposium, the Sports and Diplomacy last May, in partnership with Japan Sports Council. And again, this year, my thanks goes to Japan Sports Council for their continuous cooperation. I would also like to say thank you to our sponsors, Toshiba and Sake Samurai, without their generous support, this event could not have been possible. So I'm very excited, our speakers and chairs, who, I'm sure, will use their extensive knowledge to explore various aspects of today's theme. And lastly, I do hope through this symposium, we are able to learn more about the lesser known sides of both rugby in Japan and Japan in Japanese international big events, and which I also hope will lead us to consider the more important issues and challenges relating to rugby in Japan in the context of these current social circumstances of this global society. Thank you very much. Thank you, Takatolli-san. Good evening, everybody. For those who don't know me, I'm Helen McNaughton and I'm chair of the Japan Research Centre here at SOAS. And it's with much pleasure that I welcome you on behalf of the Japan Research Centre and the Centre for International Studies and Diplomacy here. And this is the third in our series of sports symposia that we are hosting in the build-out to Japan's hosting of, of course, the Rugby World Cup 2019 and Tokyo 2020 Olympics. And as Mana said, it's been a great pleasure to work with the Japan Foundation and alongside the Japan Sports Council in this series of sports events. And I'd also like to give a huge thank you to the Toshiba International Foundation because they've very generously funded our entire sports symposium series today. And I think we have two reps from Toshiba here tonight, Okamura-san and Shan. Thank you. Thanks to your foundation for their generous support. So our previous two events have been on the history of the Tokyo 1964 Olympics and Paralympics and beyond. But tonight it's all about rugby. So I'm going to welcome and introduce our speakers. First, we will have Phil McGowan, who is curator, sorry, at the World Rugby Museum in Twickenham, together with Mike Galbraith, who, from De Montfort University, but who's also a former player and historian of the Yokohama Country and Athletic Club. So they're going to present together on the early origins and the pre-World War II history of Japanese rugby. Then I'm going to follow on from that and I'm going to present on the development and growth of the game in the post-war decades in Japan. And this will be followed by Hilary Frank, who is currently a Cornwall councillor, which might not seem relevant at first, but is it? Sorry. Oh, Simon going next. Actually, I'm going to change the order because I think Simon's better at the end and he's not ready yet, are you, Simon? LAUGHTER Is that okay? You want me to go in? I'm going to have Hilary go after me. And she's going to reflect on her experience with various organising committees that deliver Japan's involvement and participation in mega-sporting events. Feel free to sit right at the front. And then our final speaker is... Don't worry about the reserve signs, they're reserved for you. Our final speaker is going to be Simon Chadwick from Selford University of Manchester, who will consider rugby in Japan within a broader global context of rugby. So each session is going to be 15 minutes, which should give us a good half-an-hour for a Q&A session led by my CISD colleague, Simon Rove. And I should apologise that we couldn't get our bigger lecture theatre, that we had our last two symposium in, because it's currently under refurbishment. So I hope you don't feel like that you're in a scrum tonight, but I'm sorry, it's a little bit cramped. And finally, let's not forget that following this, I'd like to thank Sake Samurai, who are next door setting up for our drinks reception after this. So we are continuing with our winning team of Sake in sports, which has been the theme in our sports symposium series as well. So we're now running early, which is great. Not even on time, we're running early. So let's move on and tackle tonight's theme. One year out today, as Mana said, from kick-off in Japan Rugby World Cup 2019. So I'm going to hand over first to Phil and Mike to talk us through the pre-war history. Don't play around with that. Good evening, everyone. OK, so my name is Phil McGowan. I'm the curator at the World Rugby Museum, which is based in the South Stand of Twickenham Stadium. We had a large refurbishment earlier this year. We opened in February, and that's the new museum that you can see there. That's the Sport of Empire in the World Room, where we talk about how the game went to the different rugby playing nations around the world. This is our old museum. It's a similar type of room, but obviously a little bit older. And on the wall there, we had one paragraph, which talks about how rugby travelled to Japan and told the story of that. So I'm going to talk a little bit about that, how the game first arrived in Japan, the story that we had on the wall, which kind of started in 1899. It was brought to Japan by two men, Japanese man, Dinosuke Tanaka and Edward Bramwell-Clark, an English ex-patriot who was born in Japan. And they took the game to Yokohama, sorry, to Keio University in 1899. And they were part of a tradition, so there they are with their students. That's Clark on the left and Tanaka on the right, in the middle, in the white clothes. And they were part of a tradition which goes back to these guys, who I'm sure many of you recognise. They are known as the Choshun Five. From the late Edo period in 1863, these five young samurai stowed away, got a boat to Hong Kong and then another boat to England and enrolled here at the University of London. And their secret mission was to discover the secrets of the West, take them back to Japan and then help Japan develop. And they succeeded in their mission. Of the five, one, Ito Shunusuki, later Hirobumi, became the first Japanese Prime Minister. Inoue Monta, later Kaoru, became the first Minister of Foreign Affairs. And Nomura Yakichi is known today as the father of the Japanese railways. It was a very successful mission and they were followed by the Satsuma Seven in 1865. And Choshu and Satsuma, the two rebellious domains who played a large role in the major restoration in 1868, which then accelerated the process of more and more young Japanese noblemen. We're going to England to study and that included Jinosuke Tanaka, who was born in Yokohama in 1873. And by 1892, he was attending lay school in Cambridge, where he was introduced to rugby. And he was a good rugby player. He was described in the school reports as a conscientious forward at his best in the scrum. And then he went to Cambridge University to study law and literature. He then was reunited with his friend, Edward Bramble Clark, who he had known as a boy. Sorry, he's on the right-hand side there. He was also born in Yokohama. He's a British expatriate. His father was a baker. Had a bakery in Yokohama, part of the first wave of immigrants into Japan after the restoration. So they knew each other as children and then they met again at the university. Clark was a real sort of child of empire. He'd been born in Yokohama. He went to university in Kingston, Jamaica. And then he went to Cambridge to do law and to play rugby with Janoski. And then in 1899, they both left university, went back to Japan to work at Keio University and introduced rugby to the students. And this is the quote that Edward said. He introduced the game to the students because he thought it would be useful use of their time. He watched them idling the time away and thought why not put them to something more useful. So very similar to Thomas Arnold at rugby school who allowed football to be played at rugby school because he thought it was a useful way for the young people to expend their energy, a useful outlet for youthful vigor rather than rebelling and setting fights and books and burning down classrooms as they had done previously. So that was the story really of how rugby came to Japan for a long time as it was understood. Introduced in 1899. It's a lovely story. It's about the friendship of those two gentlemen. And then the game took root from there. That jersey on the right-hand side there is from Keio University used in 1904 and is therefore the oldest rugby jersey in Japan, or it was before I brought it here. And that will be on display in our exhibition. And that's the story of rugby in Japan except for this one inconsistency in this image which has been in our museum collection for a long time. And anybody who's familiar with Yokohama might recognise that that looks a lot like a rugby game on the bluff in front of Mount Fuji. And it dates from 1874 and was first published in a magazine called Graphic Magazine. I'll say no more about that because Mike's going to talk about that in more detail later. After Keio, 1899, it was introduced to Doshishu University in 1911, Waseda University in 1918. And those two universities contested the first intercollegiate match later on. Waseda played a big role in the early development of the game. And the game developed a really quite important patron in 1920 in the shape of Prince Chichibu on the left there. Prince Chichibu is or was the second son of Emperor Taisho. He studied in England as well for a year in 1925. He went to Magdalene College at Oxford. And at that time he was introduced to the gentleman on the right, Shigeru Kayama, who was a rugby player, a very talented rugby player. And he'd gone over to England to play rugby and he trained with Harlequins and Richmond in the year that he was there. He met Prince Chichibu and explained the rules to the game. He went to Twickenham and watched the England match there. And then went back to Japan and tried to help rugby develop. So the question would then be why would such a high-profile individual as Prince Chichibu take an interest in a sport which was really developing at that time. And the answer to that may lie partly in the First World War. The First World War obviously was not a good event, but rugby came out of it quite well. The response of rugby players at the start of the war was praised by the War Office when they produced this recruitment poster in 1915 citing the example of rugby players and their readiness to enlist as something that other sports should emulate. And then Jellico, who was the commander during the Battle of Jutland, made that comment about the attributes of rugby players and how they went to make good soldiers. And rugby almost became like a secret weapon of the British Army during the First World War and lots of matches were arranged for the soldiers whilst they were training. And there's a program from one there, Barbarians vs South Africa. So that didn't go unnoticed overseas and particularly countries who were developing their martial disciplines in their country in the 1920s saw rugby as a way to help them do that. And so rugby grew in Japan in the 1920s and also grew in Germany in the interwar period quite fastly as well. Another reason might be that he had come to the same conclusions that Pierre de Coubertin had come to earlier. He visited rugby school in 1883 in 1886 and then he wrote l'Education d'Angleterre in 1888 and he cited sport as one of the main reasons, the main drivers for the British Empire, the virtues of it and the discipline that it instilled in there in the students then transferred to the adult world. He was a big supporter of rugby. He referees several high profile matches in France. And as you can see on the French jersey there they have the two Olympic rings incorporated in their early logos. So with the supporter for the Prince, the JRFU was founded in 1926 and Japan played their first match in 1930 against British Columbia and their first test match against Canada in 1932 and this is the oldest Japan jersey that we've seen. It's from 1934 and an interesting feature of the jersey is the two open blossoms the one that's closed. Later on that did open and the idea there was that the third blossom would open when Japan played in England for the first time when it originated in the sport. That proved quite difficult but they opened it in 1952 when Japan played Oxford University which was the first representative English side that they faced. That's an image of the first Japan team from 1930. Later on in the 1930s as the situation, the political situation in Japan changed. Lots of western pastimes were banned in Japan. They were condemned as being immoral and too western but rugby was spared from that because it was recognised as developing the type of attributes that Japan recognised and wanted. It was briefly renamed Tokyo or Fighting Ball and interestingly rugby survived World War II unlike in Germany where as nationalism receded then so too did rugby. In Japan as Helen will probably talk about later the sport reinvented itself as the sport of diplomacy in business and it continued to flourish. That's the end of my talk. Our exhibition, Brave Blossoms the history of rugby in Japan will open in November. If you are in Twickenham please drop in and do it. Thank you very much. Good evening everybody. I'm Michael Galbraith. Sorry, yes. Good evening everybody. I'm Michael. Can I sit? Is that okay? Good. So Michael Galbraith. Yoroshiku oneishimasu. So Phil has told you the story of how rugby was introduced by these two gentlemen in 1899. Before they introduced to KO Clark actually played for the Yokohama Country and Athletic Club and he also borrowed a ball to introduce it from the club. I understand. But tonight in five minutes I'm going to take you through a little bit of the evidence I've found that a form of rugby was being played from 1863. But the very first slide I thought it would be best because all the newspapers are talking about football, football, football and many people say well this was soccer or something like this. So I thought I'd show you the first reference of rugby union in the newspapers that I found. This is 1879 and you can see it's a football match Yokohama versus the fleet. The rules of the games for this occasion and for the sake of the naval team were those of rugby union. So this is the first reference. And then it goes on to say actually that seemed to work better. The rules work better than the rules that the club actually have been using up to date which suggests they weren't playing soccer which some people claim. So that's the first evidence. So now the 1863. So I'm putting the year at the top. 1863 is the first evidence I've found of football being played. So just one reference and this gentleman called Harry Lawson he's very young here and this is what he quoted. So he was the Governor General giving many speeches in Australia and he recalled the first cricket match played in Japan in 1863 a remarkable feature of which was that half the players were playing football. Now I don't understand how this happened but this is the first evidence of football and below there I've put I've kind of underlined key words. There's a later article which says he was a great fan of cricket and rugby football and he was an alumnus of Malbra College which of course was a rugby playing college. So next evidence I have is 1864. This is actually in the British Medical Journal and you can see it's about Oklahoma in 1864 is written in December and it says during the present cold weather there is football every afternoon on the bluff well attended by residents and officers and on the bluff this is very few about four years after Japan was first opened and the population of residents only 300 so how could they get roughly 40 people together and the answer is all these British troops came from England to protect the merchants after the Namamugi incident when Charles Lennox Richardson was killed and a lot of the officers were in the 20th regiment and it seems that quite a lot from Cheltenham College went there and running out of time so OK So Charles Rochefort you can see he's in the football team in Cheltenham College at the bottom where did they play they played on the parade ground of the British camp and so this is an 1870 photograph showing an athletics meeting but that's where they played so next 1866 so this is the thing that is most interesting the founding of a club the Yokohama football club January the 26th in 1866 and you can see they formed a committee for the rules and two of the people on the committee are from the 20th regiment and Rochefort is one of them OK so this there was a news article and then there was an editorial and in the editorial it says that some people from rugby from Winchester were involved in this so that also suggests influence of rugby school these are the committee members look nice so I would like to now talk about some of the best players and there were two rugbyans one was called George Hamilton he was playing rugby in England at Richmond and he he was crazy about sport and the other one was Evan James Fraser and Hamilton arrived in 1870 went until about 1885 and he continually played the sport of rugby bottom left hand corner is after his death the founder of the YCAC describes him as the captain and great mainstay of the rugby team OK this is the photograph the interesting things on the photograph are the flag for me it says YFC Yokohama and there may be a furl there with the B missing so you can't see the B so I think that's clear evidence of the football club still existing in 1873 when this game was played the other one is there is a guy wearing a cap in the centre this is very unusual and I assume it's probably one of the rugby either Hamilton or Fraser where did they play that game they played it here this is an 1877 photograph this was the ground for the YCAC until 1909 and KO played the first game there OK I think we can scan one sentence here on the top top left one of the perhaps the best player was another Mulbrough alumnus Edgar Abbott and it says there underlined it says Mr Abbott caught the ball and made a good run through his opponents and with a fine drop kick scored a goal that seems to meet my definition of rugby this simply shows that Hamilton was still playing 1884 that's almost the end if I could just have another couple of minutes because I haven't mentioned Japanese people playing I have this book here it's published in 1883 and by a teacher who taught in the Imperial College of Engineering so just a couple of lines here oops I lost it OK it says the frequency of sickness amongst the students and their generally delicate physique demanded greater attention to outdoor exercise for this end a football club was started football club was started different members of the foreign staff took part in the games in which for the time being the students showed greater interest like this they were playing but it didn't continue the video did it continued there is one more I'd just like to read and it's from 1878 early 1878 according to the Japan Gazette the game of football is at present in great vogue among the students of the Yaigo Gakkou which is in Kobe or Osaka they are at it whenever time permits some darn right good kicks were given and received in truly good nature just one final word is there was a doctor studying in St. Thomas' rugby team was one of the top teams there were England players in this his name was Yoshihiro Takaki and when they picked the first president of the Japan Rugby Union in 1926 or 1927 they didn't pick a KO guy they picked him thank you very much I'm going to take us into the post four years now in 15 minutes I'm going to try and do the whole post four decades of Japanese rugby the growth of Japanese rugby I'm going to quickly go through the first two I'm going to point out some of the themes that are in the academic literature on rugby look at the overview of the growth in the post four decades in one industry in particular the iron and steel industry and you'll see why just a note that this is my personal research journey so a couple of years ago I did a project on women's volleyball in Japan and it was actually about a group called the Oriental Witches and they played volleyball in textile companies in Japan and basically the team was so strong that they essentially won gold at the Tokyo 1964 Olympics so it was this fantastic story with a lovely ending of course and that's them getting the gold medal so following on from that I wanted to look at men playing rugby in company teams as well but obviously in a different industry so men playing rugby in the iron and steel companies and I came across a nice little name for them as well in the Japanese the iron men of the north and I'm going to talk about that team later on but it's how to wrap it up in a nice bow because it doesn't have the gold medal ending as yet I mean it wouldn't it be amazing if they won the Rugby World Cup in 2019 but as a Kiwi I don't really want that to happen but they can play the all blacks in the final if they like that would be fine so one of the themes I'm going to draw out today this is quite an early project for me so I'm not quite sure where it's heading but one of the themes I'm going to pull out today for you is the role of sport in reconstruction and revival particularly in Torhoku Japan and it links nicely to the steel story so there's the team I'm going to look at later Nippon Steel Kamaishi so rugby in the academic literature we're talking about the non-medical literature as you can imagine there's a lot of injury in rugby and there's a huge medical literature but when we look at the non-medical literature some of the themes that we can pull out are gender in terms of identity, masculinity, femininity and there's just one example rugby as a mega event of course what are the implications of hosting these mega events for Japan and other countries what do they want to get out of hosting these events what's the impact for sports in other areas like economics and tourism and rugby and migration so rugby in Japan is a sports that's had a lot of migration of players into teams particularly from New Zealand and Asia Pacific countries but there is a gap in the literature that's looking at the corporate history of sport or the history of company sports in Japan is missing even when I looked at the Japanese language literature I haven't seen much mention of this which is why I want to pick up on that story myself so to go through very quickly the post war decades there was a rebuilding of rugby of course after World War II the all Japan company championship was established now this is a translation into English that's commonly used but when you look at the Japanese they didn't have kaisha, they had shakai society, people of societies but it's translated commonly as all Japan company championship and then as Phil said international tours start with Oxford coming to Japan and Japanese teams going abroad in the 50s and 60s there was an NHK cup established in 1961 which was replaced a couple of years later with the all Japan rugby championship and then the university teams came up with a championship from 1964 onwards the first Asian rugby and championship was held in 1969 and Japan played in the first inaugural rugby world cup there's a picture there playing in the USA in 1987 and Japan has competed in every rugby world cup right up until next year and of course next year is the first Asian nation to host the rugby world cup continuing through in the 97s started to rise up in Japan and then the top league which is running now was replaced the company league so that all Japan company league that was running from 1963 onwards was replaced in 2003 by the current top league which as we'll see is still company dominated by company teams and then Japan was selected back in 2009 to host next year's rugby world cup and of course since then Japan has competed in super rugby with the Sun Wolves rugby became an Olympic sport at Rio 2016 I don't really like showing Japan beating New Zealand at Rio 2016 but you know we always have to show when we lose as well so 7s is a growing phenomena and popular sport in Japan as well I'm sure you're all familiar with Japan's national teams so the Japan's men team known as the brave blossoms and I didn't know that story about the third blossoms so that was really interesting for me to hear that they're currently ranked 11th in the world and there are no Asian teams in the top 10 and the Japan women's team are called the Sakura 15 Sakura being the Japanese word for blossom and they're currently ranked 16th and it's as we were talking about in our workshop before it's gradually rising in popularity women's rugby all over the world including in Asia and in Japan and of course you will remember what happened in the rugby world cup 2015 when the blossoms upset the springbok in the match there so that really put I think the Japanese team on the map in terms of world rugby but as I said the other national teams that they have are Japan 7s, Japan women's 7s and of course then you can go down into the junior leagues as well now as Phil said university rugby has long been played in Japan for a very long time and so that continued in the post-war so the all-Japan university championship has been running since 1964 and those brackets and numbers are the number of times that those universities have won the champion so you see Waseda has dominated winning 15 times but actually Taekyu has won about 7 times in a row recently so they're a really strong team coming up the ranks but a lot of those universities are very old and as Phil said the Waseda versus KL versus Meiji are very long standing rivalries and those games get a lot of people 40,000, 50,000 people coming to watch those games every every year and played in national stadiums etc so university rugby continues as a big force for rugby in Japan but what I want to concentrate on is this history of company rugby teams so I've given you a very brief romp through the post-war growth of rugby but now I want to focus in on company rugby teams and in particular the role that the iron and steel industry has played in that in the growth and development of rugby in Japan so as we said pre-war rugby was dominated by educational institutions and that certainly didn't go away it certainly continued in the post-war but this all-Japan company or shakai championship began in 1948 and ran right up until 2003 when it was replaced by the top league so in that sense it's still running in the early post-war decades as we'll see it was very much dominated by heavy industry and this is both reflective of the fact that that was the nature of the Japanese economy there was a big focus on heavy manufacturing steel cars etc and of course those industries were very masculine they employed a lot of Japanese men and this is where it has parallels with the volleyball project that they did so not many people know that the textile industry was a huge industry in Japan particularly in the pre-war but in the early post-war years and that was a very female dominated workforce and so volleyball was chosen by textile companies as the appropriate sport for those women whereas rugby was chosen as the appropriate sport for men working in the iron and steel industry so I think there are some parallels and threads that I can draw there although I'm not really going to do that today why did they choose rugby well as Reg pointed out they had big factory grounds so they had grounds to have pictures to play they had all the players were employees of the company the same as in volleyball and in those days it was lifetime employment so you had these employers that could play for your teams so long as they were still standing and they of course as companies they were able to recruit from the elite universities so after you played for the university teams you could go and join those companies and play for those company teams as well and then when it turned into the top leap they further moved on by bringing in overseas players as well what did it mean for the company well in the early days it was a good idea to keep as you said keep your employees occupied in their spare time suppose it's spare time but it was also about well-being, exercise if you have factory work it's very repetitive you're often just standing in the same position so it was seen as a good way to help physicality it was building team spirit teamwork by team sports but later on of course it became a big business company branding, company marketing company imaging so that what it became now so the 16 teams still in that league as you'll see it's put in red and with the exception of Coca-Cola they're all Japanese teams and I think I've put them in the order of their dominance at the moment so Suntory dominant at the moment but you can see the types of companies that are involved in that league now the steel teams for those of you who don't know steel was a massive industry for Japan designators priority just after the war and very quickly boomed so by 1969 was the second largest steel exporter until it was pipped by China as in most things recently and there was a huge merger of two steel companies to create Nippon steel back in 1970 but before that Yawata steel and Fuji steel were big steel companies and Yawata steel rugby I'm going to talk about in a second and then there was a later merger so Japan still produces a lot of steel and this is a picture of the Yawata steel works first head office down in Kito Kishu built in 1899 and as you'll see in a moment they had a very strong rugby team it's now a world cultural heritage site and this is a quote from one of the literature so culturally it was seen as a type of warrior or samurai endeavor so it gave the corporation a good image but it was very much as I said dominated by heavy industries it was seen as appropriate for a masculine industry to be playing a very masculine warrior type sport so I just threw that in there to draw on that theme of gender and masculinity so Yawata steel was a very famous rugby team in fact they won the all Japan championship 12 times in that 20 year period and this is actually the Japanese record for any company team that has won the championship so far then we have probably more well known still in the league is Kobe Steel who's won it 10 times and the company team I want to talk about in a minute, Nippon Steel Kamaishi so those were very dominant teams but other particularly in electronics and Toshiba has a team as well a more dominant since the top league took over so Kobe Steel quite famous steel team, the only steel team per se still in the league founded back in 1928 they dominated you can see they won 7 consecutive times in the late 80's early 90's and this is Reg Clark who's sitting right here, stand up Reg, give a wave he played for Kobe Steelers back just before they dominated but nonetheless but in fact he was so good that recently he had to be replaced by Dan Carter in the team mind you the way that Bowdoin Barrett was kicking last week I think we might ask Kobe Steel to give Dan back to the All Blacks actually but anyway but I want to talk about this one team, Kamaishi so they were established first as Fuji Steel but with the merger they changed their name to Nippon Steel Kamaishi and they were very dominant before Kobe Steel and they won the championship consecutively 7 times 78 to 84 and they won it 10 times overall and this is their 7th consecutive win that photo there with being tossed in the air since 2001 they're no longer and with the decline of the steel industry up there they've been reborn as Kamaishi sea waves not a top league anymore but they used very much in the idea of reconstruction and recovery which I'm going to move on to now so Kamaishi was an area that was very badly hit in the Tohoku disaster so the sea waves they've suspended their rugby activities helped as volunteers and they resumed training a couple of months later only because the town really encouraged everybody to get back to normal so they felt that rugby training would get everybody back to normal but at the time they set up the Scrum Kamaishi project which is still running which helps to support reconstruction and they played their first post-tsunami game against Yamaha Ghibliou back in 2011 which becomes symbolic in a second so Kamaishi is the only purpose built stadium for the upcoming Rugby World Cup all the other stadiums are already existing but Kamaishi is purpose built in this town that was devastated by the tsunami and you can see it on the right there so they had their opening ceremony last month they invited back the same post-four team who is top league and the sea waves are not to play against them in the inaugural match to open the stadium it's actually built in quite a small village 8km north of Kamaishi and it's built on the site of the previous schools that were completely wiped out by the tsunami so it's quite a poignant symbolic gesture by the Rugby World Cup to place it up there but it's also being a big recovery point for the town so it's going to host two games we'll have a capacity of 6,000 going forward but for the Rugby World Cup they'll bring in an extra 10,000 seats and this is last year when I visited these are the kinds of slogans that you see so this where I'm standing the Japanese at the bottom says let's stand up again with pride as a resident so Rugby is being used in this area and particularly in this town of Kamaishi to rebuild everybody and I think that's really interesting if you want to watch a video of that it's a great video of that so to conclude I think that company teams were very integral to the growth of Rugby in the post war decades alongside university teams but they spread they spread the growth of Rugby to more senior teams, post university teams and particularly the steel teams dominated, reflective of the economy at the time and it was also, I don't have time today but it was also Rugby was popularized in manga and TV drama various, those of you Japanese might remember the school wars drama and then since the 2000's I think we can see the further spread of popularity to 7s to women's rugby and to the golden oldies as well so at Japan it's actually apparently has the original club of its kind for over 40 players that's a great video for you to watch as well so given the ageing population I think we can see that that might be a big mass popular move for Rugby as well so it's a very quick romp through the post war decades and pass over to Hillary happy to go next I'm learning a lot here so I'm not an academic so what you're about to hear is not as academic as my learned colleagues here it's a much more personal reflection on the years I've been lucky enough to spend with various sporting events in Japan so Rugby woke up one year to go hashtag one YTG really exciting from the organizing committees point of view really exciting from Japan's point of view and exciting from your guys point of view because the tickets are now open the last run for general sales for the ballots for the tickets open you've got until the 12th of November guys to get your tickets to go over to Japan and watch some of the most amazing Rugby matches you will get the chance to see ticket prices are actually quite low so you know you don't need to save too much you will have spotted that I'm from Cornwall council and so I just want to have a quick chat about where Cornwall is because I'm passionate about Cornwall and where I come from and just to kind of make you aware of well give you help you understand why I get from Cornwall to Japan so this is Cornwall guys right in the bottom of England southwest peninsula very very beautiful place I'm actually from Cornwall council is what it says on your handouts I'm not an officer of Cornwall council I'm an elected councillor on Cornwall council Cornwall council is a unitary authority so we have all the duties the responsibilities or the headaches of the county council and district councils all rolled into one big lump we have 123 councillors and this is what it looks like in our full council chamber and this is me so the 123 councillors actually the 122 councillors at their meeting in May last year elected this lady in the middle Mary May as their chair and I'm currently the vice chair of Cornwall council so I sit at the top of these meetings and try and keep some order amongst all these politicians trying to talk away it's not always easy so how did I get from here to here this is me this is the web elis cup and on your left is Mr La Passe who was the chair of the International Rugby Board this was our press conference when we released the venues that were chosen for the Rugby World Cup in 2019 sitting right in front of me is Mr Shimazu who is not currently, he still is and still will be the boss of the team that is organising the Rugby World Cup in Japan so how did I get there very good question it all started actually here thank you so as I studied Japanese in these very rooms a while ago actually not this room because it wasn't here a while ago I'm not going to tell you quite how long ago but it started here so I studied Japanese and that has been an amazing amazing offered me so many opportunities throughout my life since then opened loads and loads of doors and just given me the chance to experience lots of things that I wouldn't be able to otherwise so first of all I was very lucky I worked with the team that delivered the Winter Olympics in 1998 in Nagano then I went on to the 2002 FIFA World Cup and now the Rugby World Cup which is going to be next year so I'm just going to talk a little bit about Nagano and the 2002 FIFA World Cup just some personal recollections so I'm not going to spill too many stories so you just saw those symbols actually those three Nagano, FIFA and the 2019 there's another symbol here anybody recognise that one ooh this is the golden thread that runs through all of these major sporting events that give anybody any clues oh dear the Ministry of Internal Affairs and Communications it's Japanese Government and actually why would that run through all of those events do you think? Well first of all let's take you back to 1998 Nagano there's one interesting thing about Nagano actually whilst I've got the emblem up here I love this is my favourite emblem of any Olympic games actually of any Olympic winter games you can see the orange figure is supposed to be like a speed skater and you've got a figure skater in there, a ski jumper and they all come together to make a flower which I think is actually a stunning emblem actually so Nagano there's the prefecture of Nagano but there's also the city of Nagano and that doesn't really happen too often I can't think of many places in Britain we don't have a city called Cornwall or a city called Kent the county York and Yorkshire I guess Durham I think too often I did say I did qualify so very fortuitously the prefecture and the city were the same name so the organising committee in Nagano was made up of staff really from the Nagano prefectural office and from the city office it was one of the only only Olympics to date that has been organised by local government there's quite market difference so you would have expected actually it's a sport event so come on guys from the Ministry of Education, Culture, Sports Science and Technology you were going to step up surely and help run these Olympics that it was the Ministry of Intel Affairs because of that connection with the local government so going back to Montreal in 76 it actually lost huge amounts of money it was huge deficit so in 1984 we wanted to organise those games nobody was willing to step up to the mark Los Angeles was the only city that said okay guys we'll take it on they put in a bid it was really focused on the commercial aspect corporate sponsors it was an Olympics that was driven by the corporate community it was criticised for it at the time but look at that $223 million in profit in the model for all future organising committees for Olympics but also for FIFA World Cups too so all since then and before then have been very driven by corporate ideals local government very, very, very rural and this was the gentleman from the Ministry of Internal Affairs who was detailed to go and make a success for the Olympics his name is Makoto Kobayashi and before he came to the organising committee he was the top of the civil service in the ministry so he was as high as you can get a career civil servant so he was his title in Japanese and in Japanese administrative vice minister so this gentleman is from the Ministry of Internal Affairs not that many dealings with people from other countries but certainly here he is in charge of trying to organise one of the most the major winter sports events in the world on the planet so he goes I need some help so I came in to help him I went and moved into Japan this isn't me this is anybody know who this is no I didn't really thought you didn't think you were because it's kind of got his glasses and yes it's somebody called Herman Meyer he was called the Herminator an amazing amazing skier he used to ski as if he was fleeing from an avalanche he was just right down the slope amazing so he competed in the Nagano games first of all in the men's downhill now the men's downhill we had quite a big issue within the organising committee I don't know if you remember but there is a special environmental park born in the international ski federation said wait a minute this men's downhill is far too short all the skiers are skiing in 1 minute 30 seconds we need to have this longer we want you to put the start of the men's downhill into the environmental area my boss the DG we respect the environment we're not going to start from there you need to have your course shorter it's fine they can compete like that the international ski federation was not pleased with this understandably they want to be able to demonstrate to the world that the world's best athletes have the most challenging course possible with the Olympics with the FIFA World Cup with the rugby World Cup is the international sporting body that holds all the rights to the games and they say to different countries you have the honour of hosting it this time round with the Olympics it meant that we could go to the president to present summer crunch and try and get him to arbitrate so with the Olympics you got the international ski federation the international skate federation all the different ice hockey federation and then the overarching body is the international Olympic committee so with the Olympics we were able to go to present summer crunch and say look we've got a bit of an issue here with the ski federation I clearly remember from Nagano we snuck out there was Mr Kobayashi Henry and his secretary we snuck out at lunchtime from the Nagano offices hopped on a train hopped on a plane, went to Barcelona to meet present summer crunch and said please can you sort this out we need some help here that was Saturday evening we flew back in on Sunday and by Monday we'd got a solution and the solution was actually we started it just around the corner from the Olympics from the environmental area and we had a little jump that went over the corner so in the end they did start a little bit higher but not encroaching onto the environmental area this is what happened though when Hem and Maya went down that slope he had the most amazing tumble he should have been in hospital after that he got himself up four days later he won a gold medal the super G and then later he won a gold medal and the giant slalom so moving on this is President Samaraj who we went over to meet in Barcelona at the closing ceremony I just wanted to draw on what he said he said congratulations Nagano and Japan you have presented to the world the best organization in the history of the Olympic Winter Games so this is very key to all the sports events that have come since then as well the organization that Japan is very good at organizing things very organized oh and this is just I put this in there so do you recognize anybody yes yes yes yes this was actually the opening ceremony of the Olympics and they got me to interpret for the Emperor of Japan but we'll skip on quickly for that moving on to the 2002 FIFA World Cup so here we have the emblem on the right these were the venues in 2002 you can see they stretch from Sapporo south down to Oita in the south many of these are being used for the Rugby World Cup especially Yokohama which is hosted the final in 2002 will also host the final in the Rugby World Cup next year so here we go World Cup Sports Ministry for Education Sports and Culture are you going to step up to the mark this time nope again it was the Ministry for Internal Affairs and this was Mr. Ender who was in charge of the 2002 Organizing Committee and he was also the Administrative Vice Minister before he joined the Organizing Committee so when he joined he said oh Mr. Kobayashi you had Hillary helping you I think she needs to come and help me now so I went over to the 2002 FIFA World Cup I loved working with the Olympics FIFA was really tough really hard work they were hopefully they're not mafia now but it felt like they were mafia at the time and also there's only one governing body in that sport so if we had an issue with anything to do with the World Cup there was no where we could go to for arbitration so FIFA was God and it was tough actually really tough I put this emblem up about this emblem I'm checking whether you're all awake or not no oh nothing nope nope it's this that's the actual one FIFA World Cup Career Japan I cut and pasted the Japan career this morning so I think I need to take that down before somebody shoots me but when FIFA with infinite wisdom decided it was going to be co-hosted between Japan and Korea Japan quite covially actually jumped in said ah ok then we'll have the final please we'll agree to it if you give us the final so FIFA said ok then so Japan got the final in the 2002 World Cup which is what most people remember about World Cups is where the final was played so in return FIFA said well even though J comes before K we'll let you call it the 2002 FIFA World Cup Career Japan but in Japanese most people would say which actually puts Japan first so there was quite a bit of diplomatic incident about which way around that should go but oh I skipped on 2,000 after the 2002 FIFA World Cup I went to watch a sumo wrestling match it was actually the retirement ceremony of a sumo wrestler 6 months later I got married not to the sumo wrestler but to the sumo as the gentleman who was watching sumo wrestling next to me and then I went back home came back home here to Britain and I have to say I was so so impressed and so moved by all the local governments Nagano also all the local venues hosting FIFA World Cup matches and the way they really were committed to their communities that I wanted to stand for the World Cup Council in Cornwall first of all I stood in Saltash Town Council and now I'm in Cornwall County Council Town Council I ended up being mayor of Saltash so my husband I wonder actually if he's the very first ever Japanese consort to a mayor in Britain I don't know but there we go so those are our two daughters and now we live in Cornwall so because I'm living in Cornwall I'm very committed to what I'm doing I do have a role with the Rugby World Cup but I'm not living in Japan when the boss comes over here I will come along and tag along with him and interpret and do stuff like that so Rugby World Cup we've got there last rugby so one of the reasons I'm doing that this is Alan Gilpin some of you will know him he's the tournament director so that's the guy employed by World Rugby to deliver the Rugby World Cup in Japan he one of his comments British by the way nice bloke he said the interesting and slightly different thing compared to England 2015 is that the local governments in Japan own the venues here Twickenham is owned by the RFU but in Japan the venues owned by local government so that means guess what that the boss is from the Ministry of Education again not from the Ministry of Education this is Mr Shimazu delivering and before he came to the organizing committee he was the administrative vice minister of the Ministry of Interior Affairs are you noticing a pattern here so he said to Mr Endo who had said to Mr Komeishi ah I need Hilary to help me so that's why I'm helping him this is Mr Komeishi in the middle sorry on the left these are the mascots I don't know if you've seen the mascots these are mascots of the Rugby World Cup and here we have some yes this is in Kyoto just before the pool draw so we have Bill Beaumont who's the chair we have Mr Mitarai and Toshiba as well just to prove I do get involved sometimes so this was in Kyoto we announced the match schedule we had the pool draw so these are the pools and the different groups the teams will be playing in let's have a look Kiwis you've got a bit of a tough pool there England is in the pool with France, Argentina, USA and Tonga Namibia has just recently qualified the pool A Japan has got Ireland, Scotland Russia and Samoa the first match will be one year today and then the quarter finals will be 19th of October 19th and 20th of October leading up to the final in Yokohama on the 2nd of November these are the venues going up in the North Sapporo which was used in the 2002 FIFA World Cup then down to Oita incredible venues some really spectacular venues and as Helen touched on I just wanted to this is the only one, this is in Kamaiishi it's the only one that is a new build all the other ones have already built so I've picked up a picture of the tsunami Kamaiishi really was devastated in the 2011 earthquake and it's interesting that even though it's a very small city, World Rugby was very keen to try and build, to try and have a venue in Kamaiishi they see Kamaiishi as you're right it's got that kind of iron history that links in with rugby if you walk around Kamaiishi you see banners saying Kamaiishi iron and rugby so the World Rugby guys were keen to use rugby to build hope back into this city there's some beautiful stories during just after the devastation rugby players coming over from New Zealand to help out there's some room, yes and Dan Kawato went as well to help out and it has a rugby heart capacity is 6,000 during the World Cup we will put some extra stands at either end and it will become 16,000 this is what Bill Bermond said at the very first match that was August 19th the stadium stands as a testament to the indomitable spirit of the people of Kamaiishi and will act as a beacon of hope and inspiration for generations to come providing an important legacy for the future of this region of Japan that has rugby at its heart World Rugby does recognise that this area has rugby at its heart so a lot of people say first rugby in World Cup in Asia first to be held outside a tier 1 nation they're not going to be able to do this but the brave blossoms eating the springbox 38,000 applications we've got 10,000 volunteer positions 38,000 people have applied to actually become a volunteer the World Rugby values integrity these were decided by World Rugby in 2009 integrity, passion solidarity, discipline and respect now those to me are exactly the same values that I see in Japanese society particularly respect so Japan respect, discipline, organisation it's going to be a great World Cup so get your tickets so Mr Shimazu to finish with him these are words that he wanted to send to you tonight he said in Japan the sport of rugby has a history stretch and bag more than 130 years rugby's rich history here has cultivated distinctive rugby spirit the spirit of no sides and the volunteers in the team in the Rugby World Cup are called the no side team meaning respect and fair play we will ensure that the Rugby World Cup 29 will be a vehicle to further develop rugby in Asia and promote this rugby spirit so I'm looking forward to welcoming you to the land of the Rising Scrum and he's given me some pin badges of the Rugby World Cup to distribute to you later there we go hello everyone so shhh I'm not a historian I'm not an international studies person I'm not even Japanese I'm not even a rugby person so my uh I have been to Japan several times and the first time I went to Japan was to actually work with a cheerleague down in Kansai Prefecture so I was very very fortunate to get to work with Gambo-Rosaka so for those of you in the room we were thinking I've had a bit too much rugby I'm a football guy ok so why why have these people invited why have these people invited a football guy and that's soccer by the way not American football why have they invited this football guy to talk well they've invited me to talk I guess for two reasons first reason is back in 2011 when I was working at previous university we were approached by Mastercard who at the time were becoming a Rugby World Cup sponsor and they asked us to look at rugby in different markets in the world from an economic and commercial perspective so I work in a business school ok I'm not a historian I'm not a politician I work in a business school so I talk about commercial strategy and marketing and from time to time I talk about money as well but I'll try not to tonight so that's the first reason I've done a little bit of research but the other reason is I just like Asia you're welcome to tweet if you want to know a little bit more about who I am what I do that's my twitter name you'll see I say on twitter sport between Salford and Shanghai but for tonight I'll change it to sport between Salford and Sapporo and I do I genuinely believe that Japan is cool I do have to expand my portfolio of research activity to incorporate Japan I am going to say things tonight I'm going to share information which is publicly available so all I've done is cut and paste ok but I've done it selectively but if you want to know more about where I got this information from or you want to know more about what I've said or you just want to send me threatening emails that's fine that's my email address ok so that's at the bottom now I couldn't help but notice that as some of the speakers were speaking one or two people were falling asleep and by the time I finished everybody will be asleep so I did think that a great idea would be to put the conclusions first so I've never done this before but I thought put the conclusions first because people are going to fall asleep by the time we finish so if you fall asleep before the end don't worry because these are the highlights ok so these are actually quite important and I'm going to work backwards and give you the data but I think these are quite important to reflect some of the conversations I've had for example with Reg during the day so wherever I go and in 2016 I was very fortunate to go to the re-olympic games and to spend a day talking about rugby I got beaten up at the end of that day because throughout the day I was saying I'm a football guy I'm not a rugby guy but I did listen and there were some really interesting things being said that day when talking about rugby and what people repeatedly were saying that day the other days when I talked about rugby Japan is an important market for rugby so you can assume that so for the Japanese people in the room you are being talked about as an important market for rugby and I think that's based around population size big the size of your economy not withstanding some of the economic difficulties you've had over recent decades you are still a large economy obviously with significant disposable income and there is some evidence and I'm going to talk about this evidence tonight there is some evidence of a predisposition towards rugby beyond that very simple conclusion if you are a man aged over 60 on a high income then you are characteristic of your typical Japanese rugby fan now there may be some young women in the room young men in the room who say no ok I accept that but the typical profile of a Japanese rugby fan is man over 60 on a high income getting into this as you will see women have got a kind of ambivalent relationship in different relationship towards rugby and there are issues too around participation although I'm not going to talk about participation tonight but one of the things that we talked about earlier is some potential around women's rugby but the reason that I was in Rio and why I'm mentioning it now is the importance of 7s so you've got a great event coming up I'm sure the World Cup next year will be an amazing occasion for Japan but there is something really interesting right now about 7s and I know there is a Chinese person in the room tonight and what's really interesting about China is China suddenly has woken up to rugby too and the reason that China has woken up to rugby is because of 7s in the Olympic games because you can win a gold medal and so I think one of the interesting things for Japan is yes talk about the 15 a side game but you've also got to be thinking too about the 7s we had a conversation in the workshop beforehand does hosting a mega event have a positive impact culturally health wise participation etc etc economically and commercially maybe so all of the research that has been undertaken scientifically as opposed to people who are promoting a product the scientific researches out there in the world tend to suggest that at the very best the positive economic impact of hosting a mega event is marginal maybe you'll make a little bit of money out of it we could have a broader debate maybe you could ask questions later why do you say that Simon how have those conclusions been drawn but if Japan is expecting a bonanza economic and financial bonanza it's probably not going to happen just as it didn't happen in London 2012 although the British will tell you it's just incredible that was an amazing Olympic Games commercially actually everything's marginal even going back to 2002 World Cup and other Olympic Games and World Cups in the past so there are conclusions so for those of you who are now going to fall asleep it's been great speaking to you kick off your shoes, put your feet up and I'll see you again sometime for those of you who are going to stick with it here we go so the first one I drew all of this it's publicly available you can Google it, it's from a report by SMG in conjunction with YouGov it's about the popularity of rugby around the world now I don't hey, brilliant, I was panicking last night I was thinking they won't be able to see the graphs they won't be able to see the graphs you can see the graphs, fantastic unless you're at the back and you're short-sighted you should be able to see the graphs as you can see there South Africa, New Zealand the big ones you'll find Japan nestling in the middle there and what you'll see is that around 17% of the Japanese population says that they follow rugby but only 4% of the population loves rugby Argentina, Australia Brazil, England, France Ireland, Italy, Japan 17% followers 4% lovers New Zealand, Russia Scotland, South Africa United States so there is some interest in rugby I drew those conclusions at the start I wasn't lying, there is some interest in rugby in Japan so 17% follow rugby 4% actually call themselves rugby lovers so in terms of numbers what does that mean but Japan here 9.2 million people call themselves rugby followers 1.8 million people call themselves rugby lovers so that gives you some sense of who's out there in the streets of Tokyo and Osaka and elsewhere but it also gives you some sense of the potential market for ticket buyers people who will go and see the event this time next year in terms of male and female fans Japan here 29% of May so 29% of people will see that rugby and in terms of splitting that down a little further this is what we have so 65% of the Japanese population actually feel neutral 5% neutral 17% of rugby followers 4% of rugby lovers 14% have no interest in rugby whatsoever and I guess in terms of the sustainability of the sport and what happens next it's the followers and the neutrals for those of you who are working commercially in rugby or related to rugby how do you convert those neutrals how do you convert the followers into passionate fans in terms of adult interest in millions you can see there 35 million neutrals 9.2 million followers 4.8 million lovers 7.7 million no interest in rugby how does that split down so for those of you who can't read Japanese rugby followers males females 18 to 24 9% 25 to 34 5% 35 to 44 14% 45 to 54 18% 55 plus 30% so you're getting the picture now you're going to be a man probably and you're going to be certainly 45 and over possibly 45 and over too so I'm guessing that some of the people in this room possibly really fit the typical demographic of a Japanese rugby fan in terms of age group 65% of rugby fans in Japan are age 55 and over that's not a criticism as such as a sport marketer I'm thinking straight away well okay you get kids playing sport and you know it's the first sport you played or the first team you watched that's still your sport most of you and that's still your team and anybody who wants to argue about that later I'll see you outside it's true for me the first team I ever saw the first sport I ever followed it's still football it's still the same team so there's some interesting challenges there and this is why the rugby rugby world cup is so significant is how you engage for example young people so that you begin to tackle this demographic skew towards older members of society who are following rugby now for anybody age 55 and over sincerely apologies I'm getting that direction myself as you know you've got demographic issues in Japan right now so for people in some of these groups here age 24, 25, 34 they're absolutely crucial crucial and not just for rugby because football is going to be chasing them and athletics is going to be chasing them and skiing is going to be chasing them and the movies are going to be chasing them restaurants are going to be chasing them so in marketing and commercial terms if I'm in charge of Japanese rugby I'm thinking hey world cup coming what can we do in particular income see I didn't lie my conclusions were not fabrication I didn't lie so you're probably going to have a medium or high income too so the biggest group of Japanese fans are those who identify themselves as having a high income so for those of you who can't see so just to say the figures that I've just given you are available from the source that I mentioned Google it very easy to find full report really interesting if you're interested in rugby which of course I'm incredibly interested in rugby not football now the second part of my presentation short and sharp what is going to be the tournament economic impact and this is drawn from a report by the organizing committee of the rugby world cup 2019 again publicly available you Google it very easy to find the full report really interesting again I would recommend that you look at it this is the framework that they've used to understand the economic impact now can I just say at this point whilst you peruse that is that one of the great things that people measuring economic impact do is they measure the benefits and this is one of the big problems with economic impact studies they measure the benefits so they will tell you we're going to do great business we're going to have lots of tourists we're going to have lots of new construction jobs we're going to spend lots of money on hotels and on beds to put in those hotels it's going to create jobs it's going to be great and that is true all of that is true but the crucial thing that research like this very often fails to account for are the economic costs of hosting an event so for example you alluded to it earlier environmental degradation you've also got pollution during sport mega events although possibly not in Japan crime tends to go up there's more drug dealing there's more drunkenness there's more prostitution and this has to be policed so there are economic costs so for those of you who are when you ever read an economic impact study take it at face value you've got to delve a little bit below and think about well okay they're the economic benefits what are the economic costs but certainly in terms of impacts you can see the kind of impacts that are there and when I did a study of this nature for the Champions League I did several studies for Mastercard in UA for of the Champions League final one of the things that always caught my attention is people when they go to a sport mega event they go and you know how it is you've been to places before you stay in a hotel and you go to cafes and you go to restaurants you go to a museum you might buy things in a shop you've got to buy souvenirs for your families and some of you will sit there and think this is actually really nice I'm gonna come back again and so you'll go back you'll go back to Tokyo you'll go back to London and you visit again and so the economic impact is difficult then to measure because there's this kind of ripple out effect and it's difficult to understand when it starts and when it ends so that's just one example but economic impact somebody supplying the concrete for the stadium somebody supplying the steel somebody supplying the seats in the run up to London 2012 I met someone who was supplying the quilts for the athletes village so the quilts that you use in beds it was just a mega contract they were supplying something like 200,000 quilts this was like this was their whole year's business in two weeks it was just phenomenal so all of this is factored in so in terms of the numbers these are the numbers so it is estimated that the output so the output of the Japanese economy in preparing for and delivering this event will be £2.97 billion in terms of GDP increase £1.47 billion for those of you who can't read the figures at the bottom £0.15 billion in terms of increased tax revenue so all of these foreigners who are going to head towards Japan next year when they go to shops and they're buying things they're paying tax they're paying value added tax as we would call it sales tax increase in employment £25,000 jobs what you've got to ask yourself and for me as somebody interested in the economics business and commercial aspects of sport is what kind of jobs are they voluntary jobs, full time jobs part time jobs for just two weeks or four weeks or six months or a year so these are the kinds of issues that we've got in terms of international visitors to the tournament half a million we're looking at I also do quite a lot of work in Qatar with the organisers of the World Cup in Qatar and what's really really interesting is up until two years ago the Qataris had no tourism strategy so they had no idea what they were going to do to get people to go to Qatar for any reason let alone the World Cup so what the Qataris have done is they've used the World Cup to drive the creation and implementation of a tourism strategy so that when people go to Qatar to watch the World Cup in 2022 there's actually going to be things other than player watching football for people to do just as a quick aside Japan is the biggest trading partner with Qatar so whenever you go to Doha you see an awful lot of Japanese people walking around Doha including people from Toshiba for supplying things to various people but that 400,000 visitors the reason I talked about Qatar and tourism tourism strategy is if I was the tournament director or if I was the ministry of information I'd be thinking okay we need brand ambassadors we need advocates, we need people to go away and tell everyone Japan is a really great place and that was a fantastic tournament incredibly well organised so what I'm thinking in my business school mode is how can we manage these things how can we maximise the returns that we get from the money that we're spending on this kind of event for those of you who missed the first time round because you're asleep there are the conclusions thank you for listening