The New Era: Hiroshima Toyo Carp

» 28 March 2009 » In sports business »

Mazda Zoom-Zoom Stadium begins its history with the 2009 season. An interesting attempt to not only use the company name, but the slogan associated with the brand name. This makes you wonder if, in the  future, stadiums will have names like NIKE Just Do It Stadium or McDonalds I’m Lovin It Stadium. Fans are able to get a quick glimpse of the stadium with a 360 degree panorama movie on the stadium’s website. The Hiroshima Toyo Carp in the 2009 season look to market their new stadium with ballpark tour opportunities and holding a grand opening event prior to the start of the season.

The Toyo Carp is known for its globalized vision as they were the first Japanese baseball team to establish a baseball academy outside of Japan which started in the Dominican Republic in 1990. The most famous graduate from the academy is current Chicago Cubs outfielder Alfonso Soriano. The Toyo Carp are utilizing the academy in a unique way starting from this year where a Hiroshima City University student will have the opportunity to participate in a six month internship opportunity to experience and learn from a different culture. In 2004, the Toyo Carp also has established a pitching academy in Guandong, China.

The team’s presence on the web has been expanding with a local television station RCC operating a website, RCC Carp Internet Stadium where in-game updates are available with opportunities for fans to interact with others by chatting and asking questions to each other. A mobile website for the Carp has been established for fans to receive updates on their cells regarding their favorite team as well.

The Toyo Carp is a unique team, as they are owned by the city, which is different from the other eleven teams in the NPB. The team entered the Central league to revive the city from the aftermath of World War II. Even though Mazda has become the principal shareholder of the team, they are not associated with the operations and the Toyo Carp is known as a city-owned team of Hiroshima. When their operations were struggling financially in the 1950’s, the community developed a donation project to set up barrels in multiple areas around the stadium to call out for donations, which worked out effectively with the support from the community.

Now the team contributes to activities around the city by organizing a project called P3 Hiroshima; involving the Toyo Carp, Sanfrecce Hiroshima (J-League team), and the symphony orchestra of Hiroshima. The P3 Hiroshima emphisizes on giving Pride, Passion, and Prospects to the city. Some of the activities include the organizations inviting children to their events, professional athletes visiting local schools, and the organization being involved with charities. Toyo Carp will look to give back to the city even more with their brand new stadium in the 2009 season.


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