As the birthrate declines in Japan, young people are finding it increasingly difficult to participate in sports. University athletics and sports teams face various challenges, such as the suspension of activities due to declining club membership and the transition of school-led club activities to community-led activities.
University athletics and sports teams are often regarded as extracurricular activities, and increasing academic demands make it harder for students to fully commit themselves to sports.
However, participating in university athletics and sports offers more than just athletic improvement. It allows students to gain valuable life skills, such as fundraising, data analysis, and team building, which can greatly benefit their future professional careers.
That said, joining a university athletics and sports team often comes with significant financial burdens, including expenses for equipment, transportation, and meals during training and competitions. Many students take on part-time jobs to cover these costs, but balancing academics, sports, and work severely strains their time and energy. Additionally, rising living costs have heightened the financial challenges for students dedicated to sports.
To address these issues, The “Shaka-kachi* BOONBOON PROJECT” was launched. Its goal is to support students as they navigate these challenges, while providing students with opportunities for personal growth and once-in-a-lifetime experiences during their university years.
* Shaka-kachi is SMBC Group’s slogan, meaning “creating social value” and it inspires SMBC employees to drive social change.
Providing University
Athletics and Sports
Teams 1 Million Yen in
Flexible Funding
This project is led by Chihiro Tateishi from Sumitomo Mitsui Banking Corp.’s Sustainability Development Dept. Having dedicated herself to rowing during her university years, she sought to give back to university athletics and sports, which had played a pivotal role in her personal growth, by supporting student-athletes.
Additionally, four athletes, including Dai Tamesue, former track and field athlete and CEO of Deportare Partners, serve as project ambassadors. Tamesue not only collaborated with SMBC Group in designing the project’s framework but also played a crucial role in communicating its significance to students and promoting its core values.
Speaking about the project’s importance, Tamesue shared his thoughts, “A central theme for me has always been how experiences gained through sports can be applied in society. I deeply resonate with the educational value this project offers to students. I believe that addressing societal challenges requires initiatives such as education, which is one of the most fundamental and valuable solutions.”
The project offers 1 million yen in unrestricted funding to university athletics and sports teams that apply through a special website and successfully pass the selection process. Tateishi designed the application process that fosters strategic thinking, ensuring that students naturally develop essential real-world skills such as problem analysis, logical thinking, and presentation skills.
“I structured the selection process to serve as a growth opportunity for students,” Tateishi explained. “The questions are designed to guide them through critical thinking; What is your team’s goal? What challenges stand in the way? How do you plan to overcome them? How will you use the 1 million yen to address these challenges? By framing the application process in this way, we aim to help applicants understand the intent behind our questions.”
On this point, Tamesue emphasizes, “The process of deciding how to use the funds should be driven by a clear vision of what kind of team they want to build. I hope student-athletes will embrace strategic thinking. Strategy is closely linked to budgeting and goal-setting, and carefully considering these aspects is essential.”
Ensuring a fair selection process was a key challenge in bringing the project to fruition. Preventing funds from being misused was especially important. Tateishi, drawing on her extensive experience in branch operations and loan screening at SMBC, worked alongside various departments within the bank to leverage their expertise. Together, they tackled each challenge, bringing this unprecedented initiative into reality.
As part of outreach efforts, a webinar featuring Tamesue was held to highlight the value of university athletics and sports and the learning opportunities embedded in the application process. Despite initial uncertainty about how the project would be received, approximately 500 students participated, engaging actively with questions throughout the session. The overwhelming response reaffirmed that SMBC Group’s message had clearly resonated with the students.
Toward a Society That
Recognizes Student
Sports as a Platform for
Talent Development
The number of applicant organizations reached 270. Some focused on community activities in their area to engage fans, while others prioritized coaching high school students to support the sport’s development. Many were mindful of how their activities connect to society.
As Tateishi reviewed the applications, she was struck by the diverse challenges students face, including information gaps between urban and rural areas and differences in training environments.
“Applicants from Hokkaido applied for funding to improve winter training conditions. Teams from other regions sought support for travel expenses to Tokyo, seeking opportunities to train and compete with top-level teams to gain valuable experience. What stood out was the applicants’ deep understanding of their own challenges and their strong commitment to overcoming them.”
Looking ahead, the project aims to reach more students through new engagement strategies. Discussions are also underway with partner companies to expand the initiative’s impact, with a long-term vision of involving more businesses and local governments.
“I hope student sports will be widely recognized as a valuable platform for talent development. I would also like to see more initiatives like this across the sports industry. I’m excited to see how SMBC Group continues to develop this project.”