The Resona Group enters its 3rd season as a B.LEAGUE title partner and is highlighting initiatives involving collaboration with local businesses and municipalities, next-generation education and food loss reduction.
With regional revitalisation as its focus, the Resona Group serves as a hub connecting local businesses, municipalities, fans and clubs through B.LEAGUE's regional partnership initiatives, promoting stronger relationships aimed at circulating value through the regional economy. At game venues, it works with the league and clubs through special booths and on-court events to revitalise local communities and build relationships with fans.
As part of its commitment to next-generation financial education, the group uses the Kids Money Academy, which has produced a cumulative total of 50,000 graduates, to provide opportunities to learn the judgement and collaborative approach required in the workplace. Education that incorporates preparation for the future from an early age aims to foster independence among young people.
From a DE&I perspective, the group conducts food drives and continues efforts to deliver surplus food from households to local welfare organisations. Since 2025, it has also used special booths at All-Star event venues and other locations to build a sustainable donation network.
The initiative is positioned as a symbolic example of the Resona Group's vision, “supporting the growth of regional economies,” coinciding with the energy of the sporting environment, and is being developed as an effort to link communities and sport to the creation of new value.