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Problem with Japan's tennis Environment now (NEW)

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Problem with Japan's tennis Environment now (NEW)

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Problem with Japan’s Tennis now

Still have a more greying population doing tennis and lesser younger generation participating

Reduced facilities

From junior high onwards, it’s not considered an official extra curriculam

What we can do

Team up with the local organisations (International Tennis Federation’s Tennis Play and Stay campaign)

Increase awareness of the achievements of tennis players online and showing social and educational benefits of playing tennis (Achievements not only form Naomi Osaka)

Think of activities to popularise tennis

Make Tennis an official CCA in the junior high

Make tennis one of the sports module for their PE

Hosting more tournaments for tennis, (asking people to come to Japan to play - large scale event , will have more publicity)

Raise more fundings to improve Tennis environment in Japan (selling merchandise etc)

From increasing facilities -> Have an app where it’s made convenient for females to book etc

Problem : Female athletes lose motivation to continue tennis as they grow older

(There are many reasons - Junior high doesn’t recognise tennis as an official CCA, lack of infrastructures, lack of social and school time etc)

Problem we are facing - Our targetted audience is 14- 19 (where puberty normally would hit girls.)

They are at a time where they become self conscious of their looks and there’s a certain beauty standard in Japan where girls should be lean and white to be pretty

In addition, most of the courts in Japan are mostly outdoor and is public. So there will definitely be limitations to bookings etc. causing them to be more tan etc.

The programme for tennis in Japan is also pretty hardcore which will enable them to grow more muscle mass

My desired outcome : For females to love their body and not thing of it as an obstacle getting in the way of what they love. It’s okay to be muscular.

Biggest problem - society (peers)

What we can do ;

Promote achievements, social and educational benefits - show that a lot of people are playing tennis (make their mindset that tennis is becoming a norm)

Sell merchandise to help increase fundings to improve tennis environment in Japan and also to promote unity within the Tennis community (will encourage more people to play)

Make Tennis an official CCA throughout their school life and for school events too

Have more tennis based events in school

Host more large scale tournaments in Japan (to help raise more awareness to the tennis environment in Japan)

Playing against past tennis big players (might encourage and motivate them more to play)

Host more community events to encourage friends to play together (maybe more doubles matches )

I would suggest to encourage more doubles matches when young and as they grow older, if they prefer solo, they’ll go solo

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New Research about Tennis in Japan's environment 

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New Research about Tennis in Japan's environment 

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Tennis in Japan (2013)

(https://www.jta-tennis.or.jp/Portals/0/resources/JTA/pdf/information/population/population_h24_eng.pdf)

1. Tennis population is shrinking

The tennis population has decreased from 4.23 million a decade ago to 3.73 million

1. There Is a Potential Recreational Tennis Player Segment, While the Committed Players Remain Strong

Between 2002 and 2012, there was a decline in the adult tennis population was gradually declining although “regular” players were known to be more committed

The top 5 prefectures with player ratios were : Tokyo, Kanagawa, Hyogo, China, Aichi, Kyoto

1. Tennis court facilities decreased by 1/3 in 13 years

All 3 types of facilities - public, commercial and company owned have decrease

In particular, the company owned tennis court facilities (i.e., welfare facilities of companies) have decreased by half during a 13-year period, from 3,527 facilities in 1996 to 1,608 in 2008

It is safe to assume that the commercial tennis industry has been exposed to a difficult business environment

1. Tennis operations in School services

Among the 659 operators that responded to the survey, 43.9% offered membership tennis clubs, 75.6% offered tennis schools, and 67.4% offered rental tennis court services

It can be inferred that the tennis industry is focusing on schooling services.

Among the 659 tennis businesses that responded to the “National Tennis Business Operators Survey” (2012) by the Japan Tennis Association, 289 businesses (43.9%) had membership tennis clubs, with 42,325 members in total. 45.3% of their members were 60 years old or above, thus indicating a graying membership

40-49 years old and 10-19 years old students were the largest age groups, each comprising slightly less than 20% of the total, revealing a stark difference from membership clubs

Surveys

Tennis club memberships

Out of 42,325 (Women 41.3%, Male 53.3%)

No. Of tennis club members

(Generally more males play than females, but females will start to join more after 30 years old with females 60 or older with the highest )

No. Of tennis school students

Out of 216, 503 (47% were female and 44.2 % were male - 8.8% was unknown)

Expectations for what they want

More media exposure for tennis

Activities to popularise tennis

Activities to popularise tennis at school

Tennis being included as an official sport of National Junior High School PE meet ( to help promote tennis as an extracurricular activity at junior high schoold)

Other factors:

Improve tennis environments for playing tennis

Having developments of top players

Hosting tournaments

Promote tennis as a life long sport etc

1. Environment

People normally play tennis in Public rental tennis courts

Conclusion

The shrinking tennis population and deteriorating tennis environment (such as the decrease in number of tennis courts) mean fewer playing opportunities for recreational tennis players.

the regional and prefectural tennis associations play an important role in popularizing and promoting tennis. However, many of these associations face the problem of a reduced tennis population, decreasing numbers of registered players, and fewer participants in tournaments in their areas.

Recommendations

1. Carry out campaigns to raise awareness of the characteristics1 of tennis and its social and educational benefits. These will include actions to achieve for tennis a position that commands respect at the city, ward, town, and village levels

2. Implement activities to increase media coverage of tennis to make it a popular, major sport. The actions should include media strategies to seize three opportunities: signs of economic recovery in Japan, Japanese competitive tennis players’ winning at international tournaments, and the organizational change of the Japan Tennis Association as it completes the transition to fully serve as a public-interest incorporated foundation

Now in 2018 (https://www.ozy.com/the-huddle/osaka-is-just-the-beginning-the-rise-of-tennis-in-japan/90715)

Theres an increase in players

1993 - 4.23 million

2013 - 3.73 million

2018 - 4.39 million

Increase in facilities

Currently - 6454 tennis court facilities (30% decrease over the past 19 years)

However in that period - total no. Of indoor tennis facilities increased from 462 to 520 - allows greater all weather training  (excluding facilities in Japanese Schools)

Japanese Schools - increasingly adopting the **ITFTPS (International Tennis Federation’s Tennis Play and Stay campaign) - mission to introduce young children to sport and retain their interest

Other females :

Yui Kamiji is ranked No. 2 among women.

Shiori Funamizu is ranked No. 1 among girls.

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Japan Role models

1. Ai Sugiyama (retired)

In her 17-year WTA career, Sugiyama won 6 WTA Singles titles and an impressive 28 WTA Doubles titles. At the doubles level she made the finals of all 4 Grand Slams, winning all but the Australian Open where she finished runner-up in 2009 (the year she retired).

1. Kimiko Date (retired)

Date attained a career-high ranking of World No. 4 in 1995, and helped Japan reach the semi-finals of the Fed Cup in 1996. In total, she won 8 singles and 6 doubles titles.

She retired from the sport only at the age of 46, in 2017.

1. Naomi Osaka

The only Japanese woman to have ever won a tennis singles Grand Slam title is Naomi Osaka.

1. Kazuki Sawamatsu (retired)

Kazuko Sawamatsu is a retired Japanese professional tennis player. Along with Ann Kiyomura, she is the first person of Asian descent to win a Grand Slam title, as well as being the first Asian national to do so.

1. Ayumi Morita

Ayumi Morita is a Japanese tennis player. She reached her career-high ranking of 42nd in the world on June 6, 2011 and is currently the fifth highest ranked Japanese player in the world at World No. 153.

1. Yurika Sema

Yurika Sema is a Japanese female tennis player. Her father is Algerian, and her mother is Japanese. She is the older sister of Erika Sema. Sema's highest Women's Tennis Association ranking was 142 on November 30, 2009

(https://www.sportskeeda.com/tennis/top-9-japanese-tennis-players/5)

https://www.ranker.com/list/famous-tennis-players-from-japan/reference

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Sports doesn't deem/determine your femininity, your temperament does

Sports doesn't take away your femininity, do what you like

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Let's start playing

Test yourself

Appreciate who you are

Everything is gifted

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Insights:

Female athletes feel less motivated to continue because they aren’t treated equally as compared to males.

Context: Female athletes do not see a future in continuing sports

Dilemma : Female athletes feel less motivated to continue because they aren’t treated equally as compared to males. Equally in terms of both physical or mental states.

Why is this happening :

Viewer’s interest - people with lesser female plays

Feel they are not good enough - Guys are physically stronger - when people watch guys matches, it is more intense

Motivations:

Physiology aspect : Female championship athletes are somewhat stronger and maybe leaner than “average” females and untrained males, but often not able to reach the physiological level of the champion of a male athlete

They want to see the violence and the excitement of men's sport

Emotional aspect: Might feel judged by playing sports

get criticized for "looking like men" if we are too strong or fit

Some are embarrassed by their physique

Some females feel that when they are playing, they are judged more on their looks rather than their play
(https://www.theodysseyonline.com/struggle-female-athlete-male-athletes-world)

Cognitive aspect :

People who have disabilities like autism, Down syndrome or people with dementia are unable to play

People with ADD, dyslexia etc

Tbvh I don’t really understand this

Environmental aspects:

Lack of infrastructure

Envisioning the ideal

Desired outcome : get more female athletes to continue playing in the long run

I wish there was more attention towards the female plays because they are not boring or weak. They can be equally intense .

I wish people would be more attentive to the achievements women can have rather than judging on the physique

I wish there was a way to get more people to watch females play - so they would not need to rely on there other sources (e.g. NBA and WNBA where the women’s NBA needs to rely on the NBA team for funding)

Female athletes are not boring or weak. Their plays can be as can be as intense as the males.

Insight : Females can achieve what males can too. I think people should look beyond their physique and more on what they have beyond their bodies.

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Everyone loves to play, can play, just play.

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5 Reasons to Take Up Tennis

1.    Better Adjusted
2.    Academic Prowess
3.    Rounded Personality
4.    Better Health
5.    Life Lessons

5 Tips to Get Excited About Tennis

1. make it fun
2. add friends to the mix
3.

Playing tennis has many health benefits including:

increasing aerobic capacities.

lowering resting heart rate and blood pressure.

improving metabolic function.

increasing bone density.

lowering body fat.

improving muscle tone, strength and flexibility.

increasing reaction times.

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Females are being objectified and judged for being in the sports industry. Because of people thinking this way, it changes the mindset of the females and make them think that they do not belong in the sports industry.

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Everyone loves to play, but obstacles happens.

Everyone loves to play, but growth doesn't allows.

girls are just as capable as boys

is not true just because of someone say so

girls always pick on their body when they look perfectly good

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Some people might feel that its takes to long to master a sports and they do not have the patience for it and even if they continue it they might not secure a career in the professional sports industry.

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Reasons for females to stay in the sports industry.

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Reasons for females to stay in the sports industry.

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1) One way for them to keep fit
2) Do what they love and passionate about
3) Fame?
4) Money?
5) Societal connecting point

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What makes female want to pursue sports 

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What makes female want to pursue sports 

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1. Passion
2. Self-identity
3. Interest

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Females feel that when they play sports and people look at them play that its not for their talent in the sport but as to their looks when playing the sports and they feel objectified when this happens

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Female athletes are objectified on the field, much as they are on the streets. From coaches, to commentators, to the audience, women are looked at as commodities showcasing themselves for men’s pleasure, not as entities of potential and talent. This level of sexism can come from even the highest of places and the most famous names. For instance, in 2004, Sepp Blatter suggested that women should play football in more ‘feminine clothing’ to add an ‘aesthetic value’ to the sport. He has said, “Let the women play in more feminine clothes like they do in volleyball. They could, for example, have tighter shorts.” Numerous successful female athletes have complained about being scrutinised by the crowds, the minute they ride the limelight to recognition. Jwala Gutta, an international badminton player and 14-time winner of the National Badminton Championships has spoken about being stuck at this juncture of ‘looks vs sport’ on several public platforms, where she states that her professional success has often been based on the ‘way she looks’ on and off the field.

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THINGS TO THINK ABOUT

1. How to be bold

Putting belief into action. (Be big, think bold. Think ambitious. But be realistic)

2. Bringing the change

Chosen sport : Tennis

Chosen barrier: Legacy of inequality and opportunity

3.Look Forward

Don’t look for competitors for inspiration = Adidas is the biggest and best

4.Unique Nuances

How to encourage participation where there is currently a large gender gap

5. Create something holistic

Show how female athletes will experience your ideas

How can it scale and spread

What are the relevant social media, channels, social media platforms and touch point

How would the contents be tailored

6. How to make use of Adidas assets/networks

Including partnerships with some of the most successful athletes and teams

Can these enhance our solutions?

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1. Sumo
2. Martial Arts
3. Baseball
4. Soccer
5. Tennis
6. Auto racing
7. Golf
8. Boxing
9. Puroresu
(Japan wrestling)

*Not in order

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Viewers prefer watching men playing sports than women as they deem it to be more competitive and intense.

They are under-paid as compared to male athletes.

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campaign to promote females to join the sports industry

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campaign to promote females to join the sports industry

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http://www.thisgirlcan.co.uk/

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Reason why females don't take part in sports

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Reason why females don't take part in sports

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The recent This Girl Can campaign by Sport England is one such example and was based upon research on why women don’t take part. The results suggested one main reason for women’s lack of participation in recreational and competitive sport: fear. Fear of being judged by others based on their appearance, fear about their ability to take part and fear of judgement for choosing to spend time on themselves rather than on their families.

https://www.rte.ie/eile/brainstorm/2017/1129/923613-the-gender-play-gap-why-arent-more-women-playing-sport/

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Top 9 female tennis player sponsored by adidas

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Adidas research

According to Gatorade’s recent “Girls In Sports” study, girls are dropping out of sports at 1.5x the rate that boys do by age 14. By age 17, more than half of girls will quit playing sports altogether.

Reasons why they decided to drop out:

Isn’t see a future for themselves

Wanted to prioritise their time on such or other extracurriculars instead

Felt they needed an education more

Couldn’t balance between school and sports

They don’t think they will end up playing professionally

Reason for dropping out

39% - to prioritise academics / other extracurricular activities

21% - missing out on their social life

32% -  thought they were not good enough

46% -  didn’t see a future for themselves in the sport

Can obstacles be overcomed? Yes they can. When you overcome them, you not only succeed in the sport but also other aspects of life.

E.g.

1st female editor in chief of ESPN The Magazine

Alison Overholt - played swimming, gymnastics, soccer, basketball

Quotes:

“Through basketball, I found my sense of physicality in the world; I felt a certain type of confidence when I stepped onto the court,”

“Teamwork, goal-setting, leadership, confidence — these are things that come about through sports. They've become clichés because they are so true.”

Confidence levels, communication skills, self-image, and teamwork all improve the longer girls stay active.

“Emotionally and mentally, there's a certain connection with other people and with yourself that comes with playing sports.”

“Sports have taught me that success and failure are both acceptable. The lessons I learned from lacrosse are definitely why I’m an orthopedic surgeon today,”

—

“Sports have taught me that success and failure are both acceptable. The lessons I learned from lacrosse are definitely why I’m an orthopedic surgeon today,”  - Dr Karen Sutton

(Sources : https://www.refinery29.com/en-us/girls-quitting-sports-reasons)

Case study: “Like a girl”

"Like a girl" is a phrase that is often used as an insult, but a new campaign looks to inspire female athletes to reclaim it and redefine what it means.

A social experiment on the

(https://www.offtheball.com/best-of-otb/watch-like-a-girl-encourages-young-female-athletes-not-to-give-up-on-the-sports-they-love-269291)

Problems:

1. Gender pay gap (https://www.bbc.com/news/world-41685042)

Serena Williams - only highest paying athlete for woman in the top 100 highest paid athletes

51 position - income is 66million lower than Cristiano Ronaldo

US women’s football team 2015 - got 2million reward

Male version have 35 million in 2014

However, research shows 83% of sports now reward men and women equal prize money

35 out of 44 sports award prize money equally

Pay between the NBA and the WNBA is uneven. The NBA players may seek to promote equality through their television ads, but they do not demand that their sisters in the WNBA receive “equal pay for equal work.”

(https://www.thepublicdiscourse.com/2016/04/16614/)

2. Viewer’s interest

Far fewer people watch woman plays

According to the NCAA, the average attendance for women’s basketball games at the Division I level was 1,517 per game in 2015; South Carolina led Division I in attendance with just over 12,000 fans per home game. Division I men’s basketball teams averaged three times more than women’s games with over 4,700 fans per game

From this

Fewer people watch or attend; the sports generate less revenue, and the WNBA is somewhat dependent on subsidies from the NBA. It makes sense that there should be some relationship between revenue and facilities.

3. Difference and Equality (https://www.thepublicdiscourse.com/2016/04/16614/)

Trainings between males and females are separated

women use lighter weights of shot, javelins, and discuses (Women’s Olympic shot are 4 kilograms (8.8 pounds), while men’s shot are over 7 kilograms (16.01 lbs.). )

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Tennis: A game in which two or four players strike a ball with rackets over a net stretched across a court. The usual form (originally called lawn tennis ) is played with a felt-covered hollow rubber ball on a grass, clay, or artificial surface.

JAPAN FEMALE TENNIS PLAYERS:
1. Naomi Osaka
2. Kimiko Date (former player)
3. Nao Hibino
4. Misaki Doi
5.

Barriers:
1. Physical inferiority. (more of japanese)
-menstruation
-pregnancy
-childbirth
-anemia
-menopause
-impact of sports on reproductive functions
- On L-League teams and the Japanese Women’s National Team, players are
often required to report their menstrual schedules.
-book reference : The Female Body
and Sports (1994)

2. Lack of positive role models. Today’s girls are bombarded with images of external beauty, not those of confident, strong female athletic role models. To some girls, fitting within the mold that they are constantly told to stay in is more important than standing out. Peer pressure can be hard for girls at any age; when that pressure isn’t offset with strong encouragement to participate in sports and healthy physical activity, the results may lead girls to drop out altogether.

TENNIS ENVIRONMENT UPDATE IN JAPAN:
The Tennis Population Is Shrinking amid a Deteriorating Tennis Environment
1. The number of tennis court facilities has decreased by one-third over the period of thirteen years from 1996 to 2008.
2. The number of places where people can play tennis is indeed on the decline. The Basic Act on Sports in Japan says that sport is a common culture that the world shares, and that playing sport is a right for all people.
However, the situation of tennis in Japan is at odds with the spirit of the Basic Act on Sports.
Compared to other sports, it is said that tennis in Japan has been heavily dependent on workplace facilities and commercial tennis business operators. The prolonged deflationary period of the Japanese economy has worsened the business environment for many private companies and commercial tennis business operators, resulting in the closure and reduction of tennis courts.
3. commercial tennis business operators, the fixed property tax and inheritance tax have long been
business burdens.
4. Recreational tennis players tend to choose tennis schools with indoor tennis courts that are shielded
from bad weather. Meanwhile, membership tennis clubs have been forced to shut down their
businesses. In our study, some commercial tennis business operators pointed out that they are in
competition with public tennis facilities. On the other hand, some operators seem to have taken on
new challenges to survive. Some have started to manage public tennis courts under the "System of
Designated Managers," trying out a new business model that includes the use of public courts.
5. Tennis is not included as an official sport of the National Junior High School Physical Education
Meet (i.e. tennis is not part of the Nippon Junior High School Physical Culture Association),
promotion of the sport among junior tennis players, especially ages 12-15, is being impeded.

https://core.ac.uk/download/pdf/62433038.pdf

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Why 70 percent of kids quit sports by age 13
- It’s not fun anymore because it’s not designed to be.
- Our culture no longer supports older kids playing for the fun of it.
- There is a clear push for kids to specialize and achieve at the highest possible level.
- There is a cost to be competitive and not everyone is willing or able to pay it.
- And, of course, it’s just the age.
source: https://www.washingtonpost.com/news/parenting/wp/2016/06/01/why-70-percent-of-kids-quit-sports-by-age-13/?noredirect=on&utm_term=.03f4a8869233

Discouraging:

These lessons are expensive, so if you don't want to practice, we can save a lot of money.

Serena Williams: I wouldn't encourage my children to play tennis

“I wouldn’t want the stigma of mummy Serena, I think that would be a lot of pressure and I would like for them to do their own thing and have their own name and be the best at whatever they wanted to do.”

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Top tennis female players
Serena williams
Maria Sharapova
Venus williams
Caroline Wozniacki

Highest paid female athletes
1. Serena williams
(Tennis)
2.Caroline Wozniacki (tennis)
3. Sloane Stephens (Tennis)
4. Garbiñe Muguruza (Tennis)
5. Maria Sharapov
(Tennis)
6. Venus williams
(Tennis)
7. P.V. Sindhu
(badminton)

*Top 6 of the highest paid female athletes in 2018 are tennis players

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taglines: do not just do it, do your best- (show role models)

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Girls are distracted by obstacles

Girls are restricted by mental and physical boundaries

Restrictions can't hold you back from what you want to do #equality
taglines: do not just do it, do your best- (show role models)
**When we were younger, we explore many things because we dare to dream big but as we grow older, we stop dreaming #dreambig

We are all natural players

Everyone loves to play, but obstacles happens.
or Everyone loves to play, but growth doesn't allows.

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about female athletes giving u sports as they grow up because they do not see a future in it

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Target Audience : 14 - 19 year olds females (amateur / professional athletes - NEED TO LIVE IN THE KEY CITIES)

Problems faced:
- Financial (more underpaid)
- Education (prioritise education)
- Lack Time (school/ social life)
- Some lose motivation (think they not good enough)
- Don’t see a future

Lack
- Lack of infrastructures (facilities / buildings) as compared to guys ( PB )
- Lack of access (PB)
- Lack role models (MB)
- Lack Funding (FB, MB)

* Need to consider how the solution would work in the long run
* Chosen Sport : Tennis (most likely) (need to see which more famous, more RM, if have Bigger rm will have more things to promote)

* Key cities: *Tokyo* / London / Paris / NY / Shanghai / LA