We are pleased to announce that Kashima Antlers concluded a "Health Promotion Partnership Agreement" with Ibaraki Prefecture (Governor: Kazuhiko Oikawa) and OMRON Healthcare Co., Ltd. (Headquarters: Muko City, Kyoto Prefecture, Representative Director and President: Ayumu Okada; hereinafter "OMRON Healthcare") on Tuesday, July 28th, with the aim of promoting health for the prefectural residents.
Background and Purpose of the Agreement
This agreement was concluded against the backdrop of the following serious health challenges currently facing Ibaraki Prefecture.
■High Mortality Rate from Cardiovascular Diseases
Ibaraki Prefecture has one of the highest mortality rates in Japan (ranking in the 40s nationally) (※1) from cerebrovascular diseases and acute myocardial infarction, primarily caused by high blood pressure, making drastic countermeasures an urgent necessity.
■Approximately 50% Untreated Hypertension Rate
Among those who were diagnosed as needing treatment for hypertension in a specific health checkup, approximately half (50.3%) (※2) do not visit medical institutions and remain untreated.
■Insufficient Vegetable Intake in a Prefecture with High Agricultural Output
Despite Ibaraki Prefecture being one of the leading agricultural prefectures in Japan, the average daily vegetable intake for its residents is only 261g for men and 251g for women (※3). This is "approximately 90g (equivalent to one plate)" short of the 350g per day target set by the government as effective for preventing high blood pressure.
※1 Ministry of Health, Labour and Welfare "2020 Prefecture-Specific Age-Adjusted Mortality Rates"
※2 Ibaraki Prefecture "Ibaraki Prefecture's 'R7 4th Regular Session Health and Welfare Medical Committee Materials' (Original source: 2023 Specific Health Checkup
※3 Ministry of Health, Labour and Welfare "2024 National Health and Nutrition Survey"
To improve this situation, a three-way partnership will be initiated, combining the "strong business foundation" of the local government, OMRON Healthcare's "specialized knowledge and data analysis capabilities," and our club's "brand power and communication capabilities" which function as a "hub" for the local community. Through this initiative, we aim to strongly support residents in taking proactive steps for their health (such as habitual blood pressure measurement and dietary improvement) and contribute to extending healthy life expectancy.
Collaboration and Main Future Initiatives (Planned) Based on This Agreement
Based on this agreement, the three parties will jointly work on maintaining and promoting the health of prefectural residents, preventing diseases, encouraging habitual blood pressure measurement, and raising awareness and providing support for health promotion through sports. Furthermore, they will establish a cooperative system in a wide range of fields aimed at achieving their objectives, including the analysis and utilization of health data.
As concrete actions, our club will conduct blood pressure measurement experiences for visitors at events such as home games held at Mercari Stadium, and will also disseminate health promotion content featuring former club players.
In addition, we will provide public relations support using the club's media and network for prefecture-led health promotion projects, such as "Iba Vege Style," an initiative promoted by Ibaraki Prefecture to encourage vegetable intake, and "Ketsu-1 Grand Prix 2026," a blood pressure improvement project competing among businesses within the prefecture targeting working generations, thereby strongly backing the health promotion efforts of the prefectural residents.
Representative Comments
■Kazuhiko Oikawa, Governor of Ibaraki Prefecture
Ibaraki Prefecture regards hypertension countermeasures as a critical health issue. Based on the concept of "health investment for the future," we are promoting initiatives to encourage vegetable intake, regular blood pressure measurement, and appropriate medical consultations. With this agreement, we will combine forces with OMRON Healthcare Co., Ltd., which boasts the top share in the blood pressure monitor market in Japan, and Kashima Antlers FC Co., Ltd., which possesses excellent sports resources and strong communication capabilities. Together, we will support the proactive health promotion efforts of our prefectural residents and steadily advance initiatives to extend healthy life expectancy.
■Ayumu Okada, Representative Director and President, OMRON Healthcare Co., Ltd.
We are extremely pleased to have concluded this partnership agreement among Ibaraki Prefecture, Kashima Antlers, and our company. Combining the administrative foundation of the prefecture, the communication power of Kashima Antlers, and our company's expertise in blood pressure measurement, we will promote the widespread use of "Kiosk Blood Pressure" devices, allowing for easy measurement even when out and about, in addition to encouraging habitual measurement at home. This will support hypertension countermeasures and the prevention of cardiovascular diseases. We are committed to realizing a society where all prefectural residents can live healthily and to extending healthy life expectancy.
■Fumiaki Koizumi, Representative Director and President, Kashima Antlers F.C. Co., Ltd.
We are delighted to be able to conclude this partnership agreement with Ibaraki Prefecture and OMRON Healthcare Co., Ltd. Leveraging Ibaraki Prefecture's administrative foundation and our experience from blood pressure measurement events with OMRON Healthcare Co., Ltd., we will contribute to making blood pressure measurement a habit and promoting the health of the prefectural residents.