Mitoma signs sponsorship deal with Japanese international airline
Kaoru Mitoma is the first ever Brighton & Hove Albion player to sign a sponsorship deal with an international airline, becoming one of the faces of Japanese carrier ANA.
And that is an opening paragraph I could never have imagined having to write when WAB was launched 14 years ago, when the closest anyone linked to the Seagulls came to endorsing a product or brand was Russell Slade and head polish.
Mitoma has taken the Premier League by storm since his arrival in England. He scored 10 times and contributed eight assists from 41 games in all competitions in 2022-23, earning a reputation as one of the most exciting players in a Brighton team playing thrilling attacking football under Roberto De Zerbi.
Thousands of Japanese football fans have subsequently flown around the world to watch Mitoma in action. From the Amex to Wembley to a cold Tuesday night in Stoke, they have shown frankly absurd support for both their countryman and Brighton.
Hundreds of pounds are spent in the Amex Stadium superstore by each visitor from the Far East. The Albion have even set up a specialist Japanese Twitter account.
Data published earlier in June by the Central Research Company put Mitoma as the sixth most popular sports star in Japan. He was the only football player in the top 10.
With baseball the number one sport in Japan, Mitoma being signed by a business as big as ANA is seen as a significant moment for him and football in the country.
Mitoma’s popularity stems from his achievements in the Premier League and the FA Cup with Brighton, as well as the role he played in helping the national team to the round of 16 at the 2022 World Cup.
Although he did not start a game, he made an impact as a substitute in all six of the Samurai Blue’s matches.
His most notable contribution was when hooking a ball which seemed destined to go out for a goal kick into the box, setting up what proved to be the winner in a famous 2-1 victory over Spain.
That moment has been christened the One-Millimetre Miracle in Japan and it was referenced in the wonderful press release announcing the partnership between Mitoma and the Japanese airline.
“Kaoru Mitoma plays for Brighton & Hove Albion and the Japan National Team, and is known for his unwavering determination and spirit, demonstrated by his unforgettable “One-Millimeter Miracle” during the 2022 World Cup,” reads the statement.
“His dedication to the sport has also made him an inspiring national figure, encouraging others to pursue their passions in Japan and worldwide.”
Shinichi Inoue, President and CEO of ANA said: “Mr Mitoma’s inspiring work ethic and ever-evolving play are important values shared by the ANA Group.”
“ANA is prepared to fully support Mr Mitoma, and through this new partnership, ANA is committed to delivering joy and excitement to our customers worldwide.”
“We look forward to building our relationship with Mr Mitoma, exploring fresh avenues for collaboration and creating experiences together.”
Mitoma himself was quoted: “I am very happy to announce my partnership with ANA. I believe ANA Group’s support will help me consistently maintain peak performance by allowing me to focus on the game that I love.”
“Together with the ANA Group, it is my goal to meet the hopes, dreams and expectations of the great football supporters.”
The ANA Twitter account posted some absolutely incredible publicity photos of Mitoma, including one of him looking ridiculously handsome as he high-fives cheering cabin crew and Japanese football fans.
We are excited to announce that #ANA has reached a sponsorship agreement with Kaoru Mitoma of Brighton & Hove Albion FC! His ever-evolving play inspires us to take on new challenges and aim higher everyday⚽️🤝✈️✨#mitoma #football #soccer https://t.co/3Ulq1EGg2g pic.twitter.com/Vxg1lRo6Pn
— All Nippon Airways (@FlyANA_official) June 28, 2023
It is all a far cry from when Anthony Knockaert and Glenn Murray had a pizza to promote Brighton-based Italian restaurant Donatello or the time Lenny Henry was used as a poster boy for the 1997-98 home kit.
