ABEMA Sumo Perception Change Marketing

This examines how the streaming platform ABEMA successfully transformed the public perception of professional sumo wrestling to appeal to a younger demographic. By utilizing innovative marketing strategies and modern digital broadcasting techniques, the platform shifted the sport's image from an antiquated tradition to a trendy hobby for teenagers. It highlights specific "mechanisms" or tactics used to engage Gen Z viewers, effectively creating a new wave of fans who find the sport stylish and immersive. It focuses on this branding evolution, illustrating how smart media presentation can rehabilitate a legacy brand for the modern era. Through this digital transformation, ABEMA has managed to make traditional wrestling a captivating interest for a demographic that previously showed little engagement.