On Sports Content Strategy, I like to investigate those clubs, leagues and organisations which back their ambitious intentions with a clear, determined strategy. The J.League was formed as recently as 1992 but has developed into a tournament of world renown and, as discussed in episode 37, is looking to dominate its continent.

Vissel Kobe joined the top Japanese football league in 1997 and have been out of it for only two seasons ever since. In recent years they have signed a host of famous players including Andreas Iniesta, Lukas Podolski, David Villa and Thomas Vermaelen, some of whom helped them lift their first major trophy in 2019.

Ken Lambert is the PR and digital manager at Vissel. In this episode we discuss communication strategy, the differences between Europe and Japan, why the club are among the leaders on social media in the J.League, dealing with high-profile foreign players, Covid-19 and competing in the AFC Champions League.

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TOPICS

How he ended up in the J.League and Vissel Kobe

The international development role at FC Koln  

The difference in communications requirements between Germany and Japan

The need to actively pitch stories in the J.League

The dominance of newspapers in the sports media market in Japan

The media requirements in the J.League and the organisation of the communications/media department at Vissel

How Vissel Kobe handled the signing of Andreas Iniesta 

The strategy that links with parent company Rakuten 

Their relative strengths on social media - most-followed J.League club on Instagram and previously top on YouTube

The international players’ influence on the club’s social media growth 

How they use Viber internally and externally

The J.League’s plan to become the leading league in Asia

The influence of the DAZN deal on J.League clubs

Vissel Kobe’s first foray in the AFC Champions League - starting well, Covid, one team pulling out of the group, pandemic protection 

Covid’s effects on the J.League as a whole

Lukas Podolski - Poldi’s Noise and how he turned it into a media brand, being “Farmer Smart”, using humour to help the team and charitable causes

Why the respectful approach of the media comes from the culture in the country 

Where does the J.League need to strengthen in the next five years?

LINKS

Ken Lambert LinkedIn | Twitter

Vissel Kobe Website | Twitter