Dentsu has become a growth partner of the Japan Basketball Association (JBA). The contract starts on 1 October 2026, and the company will promote initiatives aimed at realising ONE Basketball and advancing Japan's basketball community.
Dentsu has signed a growth partnership agreement with the Japan Basketball Association (JBA), with the contract starting on 1 October 2026. Under the agreement, it will promote various initiatives aimed at realising ONE Basketball, which is being advanced by the JBA, and pursue new programmes to strengthen Japan's national teams and develop the next generation. The objective is to contribute to the development of Japan's basketball community as a whole.
Japan's basketball community has attracted growing attention against the backdrop of national-team success in international competitions and the growth of the B.LEAGUE. Developing younger players and expanding the foundations for training and development are regarded as important to the growth of the sport domestically. Growth across the sport, including wheelchair basketball, is also expected, with cooperation advancing under the ONE Basketball policy of promoting wider participation and sustainable growth.