Even before the project began, Kashima City and the other four hometowns (Itako City, Kamisu City, Namegata City, and Hokota City) showed great understanding and cooperation, with Kashima City Mayor Nishikori stating, "As representatives of the hometowns, Kashima City has decided to implement a hometown tax-based crowdfunding project to support Antlers." This is also testament to the relationship Kashima Antlers has built with its hometowns over the past 30 years.
Given this crowdfunding project, how will Antlers and its hometowns deepen their relationship in the future? We can learn about this future from the dialogue between the two people who were central to this project.
Hironobu Terashima (Kashima Antlers Marketing Group, Regional Collaboration Team):
In this Kashima Antlers crowdfunding project, over 130 million yen in donations were collected from fans and supporters nationwide in a short period of about a month and a half. Even in the difficult situation of the COVID-19 pandemic, I was deeply reminded of the power of the Antlers family through their strong support for the club. I would like to take this opportunity to express my sincere gratitude once again.
Mr. Mogaki, I would like to hear your thoughts on this project from the perspective of Kashima City.
Satoshi Mogaki (Kashima City Policy Planning Department, Policy Secretary Section):
Frankly, it's "I'm glad we did it," "I'm glad we gathered so much," and "Antlers are amazing after all." As for "I'm glad we did it," I read all the comments from the donors, and they were all truly moving. I deeply felt everyone's passion, and at the same time, I believe that being able to demonstrate the unity between the hometowns and Antlers, both internally and externally, is what makes me glad we did this project.
As for "I'm glad we gathered so much," Antlers is a club that is committed to winning after all. Setting a big goal of "100 million yen" and then failing to gather it would not be acceptable for Antlers. It's truly great that we ultimately gathered a large sum exceeding 100 million yen.
And even during this difficult time when everyone is struggling due to the COVID-19 pandemic, many fans and supporters, as well as citizens, expressed their desire to "support Antlers," and I was once again impressed by Antlers' power to captivate everyone's hearts.
Terashima:
As a club located in this hometown, I believe that we were able to accomplish this project thanks to the cooperation of our hometowns, including Kashima City. It was also a good opportunity for fans and supporters nationwide to learn about the relationship between Kashima City and the club. It was also significant for us that we were able to demonstrate the connection between the local government and the club, which might be difficult for people living in other regions to see. Regarding this project, what kind of feedback did you receive from the citizens?
Mogaki:
Even though everyone is suffering due to the COVID-19 pandemic, we have not received a single critical opinion or complaint about conducting crowdfunding in the form of "support for Antlers." On the contrary, regarding the rapid implementation of an unprecedented initiative, we received comments such as, "You did a great job persuading all the relevant parties," and "The relationship of mutual support [with the club] aligns with the ideals of the J.League."
Terashima:
I truly believe this project demonstrated the J.League's ideal of community-based engagement. From this perspective, I hear that various questions and inquiries have also come from other local governments.
Mogaki:
We received inquiries about this "hometown tax" method from cities such as Yokohama City, the hometown of Yokohama F. Marinos, and Toyota City, the hometown of Nagoya Grampus. For example, they asked about procedural aspects, such as how the collected donations would be transferred to Antlers. Since it was an unprecedented approach administratively, they were interested in what procedures were necessary, as well as the project's origins and design.
Also, Mr. Daiki Takamatsu, a former Japan national team player who is now a city council member in Oita, actually visited Kashima City for an inspection. I am delighted that I was able to explain this project to him directly.
Terashima:
So, this project also garnered attention from other local governments.
Mogaki:
That's right. However, everyone said, "This was only possible because of the relationship between Kashima City and Antlers."
Terashima:
I'm truly happy to hear that. What do you think is the significance of Antlers being in Kashima City?
Mogaki:
I myself moved to Kashima City because I love Antlers (laughs). I also handle "migration promotion" as part of my job, and when I ask people who want to move to Kashima City, "What is your impression of Kashima City?", everyone unanimously says, "The steel town, Kashima Jingu, and Antlers." Conversely, when I had the opportunity to interview high school students in the city and asked them the same question, they also said, "The steel town, Kashima Jingu, and Antlers." I think Antlers is deeply ingrained in both external perceptions and the identity of the citizens living here.
Even within the city hall, conversations about the weekend's matches are as common as discussions about yesterday's weather (laughs). There are good stories and bad stories, but that's how the day starts. While the aspect of Antlers as a place for people to gather and create vibrancy might be highlighted, I believe that in terms of the social contribution activities it has made to the region so far, it has become a social presence for both citizens and people outside the city.
Terashima:
It's wonderful that Antlers is an "everyday thing." As Kashima City, what do you hope to see from Antlers in the future?
Mogaki:
Regarding the future relationship between Kashima City and Antlers, there are two things I hope for. First, our previous engagement with Antlers has primarily been as a "professional football club." Going forward, with the comprehensive partnership agreement signed by Mercari, Antlers, and Kashima City at the beginning of this year, we hope to work together with Antlers' "business side" to "build a town." Second, we, as the administration, must learn from and adopt Antlers' speed, resilience to change, and mentality as a "company" as a model and standard. We believe that we must also change as an administration, inspired by Antlers.
Terashima:
It's very much appreciated that you see the club as a whole company, not just from a football perspective. I believe that if we support each other, we can build an even better relationship in the future.
Mogaki:
As our society transforms, digitalization advances, and the speed at which we re-evaluate productivity and efficiency in the workplace, which forms the foundation of our lives, will accelerate. The impetus for this crowdfunding project actually came from the idea that Antlers and Kashima City wanted to "smartify" this region and see if funding could be raised through crowdfunding for that purpose. While observing the progression of the COVID-19 pandemic, we intend to promote the "Smart City Project" again, with the help of Antlers and Mercari.
Terashima:
While we must both be mindful of how the situation develops, football is, first and foremost, returning to normalcy. The day when Kashima Stadium is once again filled with fans and supporters from all over the country is near. I look forward to that future arriving soon, and I would like to express my sincere gratitude once again to all the fans and supporters who have supported Antlers during these difficult times. Also, if Kashima City has any message, please feel free to share it.
Mogaki:
This time, we received a total of 130 million yen and passionate support from over 2,500 people who wanted to cheer for Antlers through Kashima City. As Kashima City, we will promptly deliver the entrusted donations to Antlers, who are in a difficult situation, and we hope that this will be an opportunity to establish sustainable club management and operational structures, even amidst the COVID-19 pandemic and future challenging circumstances.
We hope that fans and supporters will continue to expect great things from Kashima City and a strong Antlers.
Terashima:
With the passionate feelings of the fans and supporters directly delivered to us this time, we, Antlers, will strive to build a new future together with our hometowns, including Kashima City, and deliver victories and energy to everyone. We look forward to your continued support!
Mogaki:
Thank you very much!
【Profile】
Hironobu Terashima
Kashima Antlers Marketing Group, Regional Collaboration Team
Born in Yamamoto Town, Watari District, Miyagi Prefecture in 1986
After completing graduate school, he worked for a private company and a sports organization for people with disabilities before joining Kashima Antlers in April 2018, where he was in charge of merchandising. Since September 2019, he has been in his current position, responsible for collaboration with various hometowns and licensing business with local companies.
Satoshi Mogaki
Assistant Manager, Policy Secretary Section, Policy Planning Department, Kashima City
Born in Tsukuba City, Ibaraki Prefecture in 1980
After graduating from university and working for a private company, he joined Kashima City Hall in 2006. Since 2019, he has been in his current position, responsible for regional revitalization, disaster recovery grants, and smart city projects. He has been a passionate Antlers supporter since childhood.