Verification test related to the use of My Number Card at J-League match venues will begin.

In order to expand the use scene of My Number Card, we will start verification test with Kawasaki Frontale Co., Ltd., Shonan Bellmare Co., Ltd., and Dream Incubator Inc..

Overview of verification test

We will examine the utilization of My Number Card at the game venue of the Japanese Professional Football League (commonly known as "J. League").
The use of My Number Card is expanding in a variety of areas, but to further promote its use, it is necessary to promote its use in familiar situations. There are 60 clubs nationwide that belong to the J-League, and they are actively developing hometown activities in cooperation with local governments.
By utilizing My Number Card at the game venue, we will promote communication between visitors and local governments that implement each club and hometown measures. We will also examine the possibility of leading to various uses such as using address information, etc., for example, to entertain away team supporters.
In this verification test, we will evaluate and verify the effects and issues regarding the three items listed in Validation Content.

Eligible game

2024 verification test will be played in the following two games of Meiji Yasuda J1 league.

• (Held on November 1, 2024) Section 35 Kawasaki Frontale vs. Kashima Antlers
  *This will change to 30 October 2024 if Kawasaki Frontale reach the Levain CUP final.
• (held on November 9, 2024) Section 36 Shonan Bellmare vs. Hokkaido Consadole Sapporo

Validation Content

1. Utilization of My Number Card information
   With the consent of the individual, we will check the basic four information of the home and away team supporters with address information and other information, and verify the possibility of utilization for club visitor communication and initiative measures.
2. Fraud prevention effect
   We will verify whether the identity verification by My Number Card at the time of the special experience and the presentation of special prizes to supporters will contribute to the prevention of fraud (prevention of spoofing and resale).
3. Using Information in Hometown Activities *
   It will be verified that it is possible to grasp the address information of visitors (including accompanying and invited guests), which has been difficult to grasp information in the past, and that it is possible to utilize it for hometown activities according to the movement of tours outside and inside the region.

*Hometown Activities

See Survey on J. League Home Town Activities Survey 2023 (J. League homepage) for home town activities in 2023.

Summary of Joint Publications in the verification test

On September 6, 2024, in Digital Agency, we made a joint announcement with Kawasaki Frontale Co., Ltd., Shonan Bellmare Co., Ltd., and Dream Incubator Inc..

• Comment from Mr. Kono, Minister for Digital Transformation,
  This time, we decided to hold a verification test on the utilization of My Number Card at J-League game venues, as a scene of use familiar to all Japanese people. We hope that this verification test will serve as an opportunity to expand the utilization of My Number Card in the sports field, including J-League clubs.
• Comment by State Minister for Digital Transformation ISHIKAWA
  This time, the J-League and each club expect that, with their consent, utilizing information from My Number Card about visitors who are willing to cooperate in the experiment will lead to acquiring new fans and improving the customer experience of existing fans. In addition, local governments in hometowns say that they can grasp the actual situation of visitors and use it for planning measures for local governments and effective promotions. Based on this demonstration, in the future, through J-League, we expect that the activities of 60 clubs nationwide and hometown activities utilizing My Number Card in cooperation with related local governments, such as events limited to local governments' residents, will be developed. In addition, we expect that the use of My Number Card will expand as a means of fan marketing measures in other professional sports fields.
• Kawasaki Frontale, Ltd.
  We, Kawasaki Frontale, would like to investigate the actual situation of supporters who visit the stadium in verification test, mainly in the 7 wards of Kawasaki-shi, our hometown, and would like to cooperate in verifying the possibility of improving customer experience by utilizing address information. Until now, as a promoter, we have been able to grasp the information of those who purchased tickets for home games using J-League IDs, but there has been a problem that it is difficult to obtain information on the companions who were taken with them. In this verification test, by acquiring public information with the consent of the participants, we are able to investigate the attributes of our customers, and in particular, by address information, we expect to understand the effect of attracting customers, such as where they come from. In addition, only this time, based on the acquired address information, in addition to gifts for visitors, it will be possible to deliver a thank-you message for visiting the venue later. Therefore, we will also examine the possibility of utilizing it for marketing measures, and we would like to use it to plan measures to fill the new stadium, which is scheduled to be completed around 2030.
• Comments from Mr. Sakamoto, President of Shonan Bellmare Co., Ltd.
  "Shonan Bellmare holds a Hiratsuka City Comprehensive Park gourmet event called" "Shonan Bellmare Food Park" "in which more than 20 food trucks are lined up in the stadium where the stadium is located when a home game is held. At this verification test, coupons that can be used at the food truck will be provided for participants. Park users other than supporters will also participate. We hope that people who have never watched a game will feel closer to Shonan Bellmare and that it will lead to the acquisition of new fans. In addition, in honor of the opponent Hokkaido Consadole Sapporo, supporters from Kanagawa will be offered local products related to Hokkaido, and conversely, supporters from far away will be offered prizes that will be won by local products related to Shonan. In addition, based on the address information obtained from those who participate in the lottery on the day, we would like to investigate the relevant population from where they come, and we would also like to verify the effectiveness of marketing measures tailored to visitor attributes."
• Comments from President of Dream Incubator Inc.
  At present, the opportunities to use My Number Card are limited to identity verification and support for input items in very limited situations. The biggest goal of this demonstration is to convey that "My Number Card is not just a identity verification card." At the same time, we would like to greatly change the perception of My Number Card in response to the voices of business operators that "My Number Card is difficult to use or cannot be used." To that end, the people of the J-League have stood up this time. Specifically, we would like to demonstrate a different way of utilizing it, such as marketing to fans and customers. In the J-League, 60 club teams from all over Japan have their home towns, and I feel that they are ideal collaborators for this experimental theme in terms of popularity and nationwide expansion. Working hand in hand with the people of Digital Agency and the J-League, Kawasaki Frontale, and Shonan Bellmare, we will show that My Number Card "can be used", "can actually be implemented", and "has an effect (on marketing)" in the marketing area, and we will make efforts to connect Sapporo to industrial development and resolution of social issues.

Data

• My Number Card verification test at the J-League match venue (PDF / 713 kb)
• J. League Home Town Activities Survey 2023 (J. League homepage)