At MKTG, we believe the best way to understand fans is to be one.

That’s why we created the Speed of Fans Fund – a dedicated pot that gives our team the chance to experience sports and entertainment fandoms around the world, up close and personal.

Fan Diaries is where we share those journeys.

From buzzing stadiums in Tokyo to street food outside derby matches, this series shines a spotlight on the fandoms we’ve explored – the chants, the quirks, the culture and everything in between.

First up: Lauren Webb takes us inside football and baseball in Japan – a double-header of energy, tradition and unexpected surprises.

Yomiuri Giants vs Hanshin Tigers

What stood out to you about the baseball experience in Tokyo?

The stadium was inside a dome, which felt futuristic (and also means no weather delays!!), but the whole area around it was buzzing – it’s actually located as part of a huge shopping complex which even has a mini theme park as part of it – managed to have a go on the rollercoaster! You could easily spend a whole day there even without going to the game.

What was the fan atmosphere like during the game?

It was amazing, every fan section was so organised. Each team takes turns to chant, which sounds odd at first, but it creates this rhythm and energy that never dies down. We were sat just behind the live band leading the chants – even the flag bearers had a routine in time to the noise!

Tokyo Verdy vs FC Tokyo

How different did football feel in Japan compared to the UK?

Really different in some ways. Most of the seating was unreserved, which makes it feel more relaxed. But then the two ends behind the goals were for ‘core fans’ only – standing, chanting, flags waving the whole game. The atmosphere in those sections was seriously intense.

Was anything surprising about the stadium or matchday experience?

Yeah, the mix of cultures was interesting. There was a street food area just outside the stadium – loads of different vendors, quite casual and authentic. Then inside, most of the big screens and signage had English translations, which I didn’t expect. It felt very international.

Kyoto Sanga vs Hiroshima

You also caught a game in Kyoto – what was different about that experience?

One quirky detail was the scoreboard showing a 45-minute countdown instead of counting up, it completely threw me at first! Again, there was more English in the signage than I expected, showing how the league is slowly becoming more accessible to international fans.

What was the commercial side of the game like?

Sponsorship was everywhere. You had your usual pitchside boards, but also multi-tiered branding around the stadium; digital screens, static banners, even little freebies like a pouch for your ticket being given out. It was layered and very visible.

Where did you sit and how were the fans?

We went for the full experience and sat with the home ultras. From the first whistle to the final one, there was constant chanting, flag waving and even choreographed jumping. The fans were so coordinated, it felt like being part of a dance performance at times!