MUFG Acquires Naming Rights to National Stadium in Massive Deal

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With the start of 2026, the National Stadium in Tokyo's Shinjuku Ward was renamed MUFG Stadium. The change follows Mitsubishi UFJ Financial Group's (MUFG) 2025 appointment as a national stadium partner, through which it secured the venue's naming rights.

A five-year contract with the stadium's operator, Japan National Stadium Entertainment (JNSE), took effect on January 1. Although the fee has not been disclosed, it is estimated to be around ¥100 billion JPY ($700 million USD).

Embedding Corporate Purpose Through Partnership

Explaining the rationale behind the deal, Akiko Shikimori, Chief Corporate Branding Officer in MUFG's Corporate Planning Division, said the aim was "to embed the company's purpose and translate it into tangible changes in employee behavior."

In a new management vision unveiled in 2021, MUFG defined its purpose as "Empowering the world to move forward." Yet with more than 150,000 employees across the group, ensuring that this philosophy is widely understood and put into practice is no simple task. To bridge that gap, MUFG turned to a partner-based framework centered on the National Stadium.

The initiative extends well beyond the acquisition of naming rights. MUFG will take an active role in events held at the stadium, ranging from large-scale sports and music events to social contribution initiatives. Employees will participate directly, drawing on networks that span multiple industries and local governments. As Shikimori put it, "The National Stadium will become a place where action is actually taken."

*The National Stadium, renamed MUFG Stadium on January 1, 2026 — December 4, Shinjuku Ward, Tokyo (©Sankei by Masahiro Sakai).*

From Branding to Business and Social Impact

The initiative also aims to spur the creation of new business opportunities. At a press conference in 2025, President Hironori Kamezawa stressed that "experience in utilizing the stadium will help foster more flexible thinking within the organization."

With a seating capacity of 67,750, Akira Koga, Director of MUFG's Sports Stadium Business Co-Creation office, voiced high expectations. "By reaching this many people, the stadium's activities could encourage changes in behavior that ultimately help drive broader societal change," he noted.