Risk of dependence on advertising and brand ambassadors
First written in FY2018. 3 of 6 entries say "Worsened", first in FY2021. Latest entry: FY2025.
No other company in this theme has enough history to compare yet.
- FY2025DroppedAnnual reportThe principal risk list in this filing does not identify advertising expenses or dependence on brand ambassadors as separate risk items.
- FY2023WorsenedAnnual report
「Advertising expenses accounted for a significant 29.4% of selling, general and administrative expenses in the fiscal year.」
The advertising expense ratio rose from 28.2% in the previous fiscal year to 29.4%, increasing advertising-related risks, including dependence on brand ambassadors, in scale as measured by expenditure. - FY2022WorsenedAnnual report
「Advertising expenses accounted for a significant 28.2% of selling, general and administrative expenses in the fiscal year.」
Advertising expenses rose as a percentage of selling, general and administrative expenses, from 24.6% in the previous fiscal year to 28.2%. - FY2021WorsenedAnnual report
「However, if the intended advertising effects fail to materialise, or if the reputation of brand ambassadors or others declines, or is expected to decline, due to personal, legal or other matters, this could adversely affect the Group's financial position, business performance and other matters.」
Advertising expenses rose to 24.6% of selling, general and administrative expenses, up from 15.6% in the previous fiscal year. Advertising-related risks, including dependence on brand ambassadors, increased in scale as measured by expenditure. - FY2020SoftenedAnnual report
「Advertising expenses accounted for a significant 15.6% of selling, general and administrative expenses in the fiscal year.」
Advertising expenses declined as a percentage of selling, general and administrative expenses, from 19.0% in the previous fiscal year to 15.6%, but the risk of dependence on brand ambassadors, including Madonna and Cristiano Ronaldo, continues to be disclosed. - FY2018First statedAnnual report
「The Group currently uses the artist Madonna and professional footballer Cristiano Ronaldo, among others, as brand ambassadors, and advertising expenses accounted for a significant 19.0% of selling, general and administrative expenses in the 23rd fiscal year.」
The disclosure identifies the difficulty of renewing celebrity contracts, ineffective advertising and declining ambassador reputations as risks, alongside advertising expenditure representing 19.0% of selling, general and administrative expenses.