Partnerships in sport – The power of sponsorship

From a young age, I was captivated by the world of sports, recognising its unique power to unite people who share a set of common values. When I started my career in sales and later product development and marketing, I had no idea this passion for sport would become a useful tool in my role as Director of Marketing and Communications at Kyocera Document Solutions France (KDFR). Here, I've had the privilege of harnessing the synergy between sports and business, most notably through our partnership with France Judo.

I started my professional career in sales, where I quickly discovered that my skillset lay in supporting the sales team, rather than sales activities. This led me to join Kyocera in a Product Management role before later transitioning to marketing and communications. Throughout my 17 years at Kyocera, the importance of upholding the company philosophy has become increasingly apparent. Our founder, Dr Kazuo Inamori, emphasised the importance of contributing to society—a principle that resonated deeply with me. This philosophy became the cornerstone of our sponsorship with France Judo, reflecting our shared values and dedication to societal progress.

A partnership built on shared values

Judo is one of the most popular sports for children across France, with many adults, such as myself, having fond memories of the sport while growing up. These shared cultural experiences came flooding back when the possibility of a partnership with France Judo slid across my desk at the tail end of 2022. So much so that I even decided to don the Judogi once again!

After thorough internal discussions, we embarked on a partnership with the French Federation of Judo and Associated Disciplines (France Judo), in March of 2023, becoming their official supplier of document and print solutions. This alliance extends far beyond a mere transactional sponsorship; it is a meeting of values and future visions. The moral code of judo—respect, honour, courage—mirrors Kyocera’s corporate ethos, creating a harmonious blend of sportsmanship and business integrity. Through this collaboration, we support the Federation, national teams, and major events such as the prestigious Paris Grand Slam, one of the biggest events worldwide. 

Our involvement goes beyond placing our logo at events. It is about embracing the sport’s values and embedding them into our corporate culture. Judo teaches resilience, discipline, and strategic thinking—traits that are equally vital in the corporate world. By aligning with an organisation that upholds these principles, we reinforce our own commitment to ethical business practices, teamwork, and continuous improvement. It is for this reason we renewed the partnership in April 2024 and once again in April 2025.

A 360° marketing strategy for the partnership

The key strategic benefit that we were looking for in this partnership was the increased brand exposure that both our digital and physical presence would bring.

With respect to the digital side, we have seen much higher engagement on our social media channels on posts that relate to Judo, including our own colleagues in KDFR. This helps to increase the local exposure and awareness of the partnership.

Meanwhile, our physical brand presence at large events such as the Paris Grand Slam has given people a more tangible experience of what Kyocera is. From the logos present throughout the arena to the supply of printing solutions to assist the smooth running of the event. The high media evaluation of this presence gave us a positive return on investment in terms of brand visibility while also bringing in new businesses from local sports leagues and clubs who see the brand at these events.

Our goal is to convey a message that aligns with both our brand identity and the values of judo. Through this partnership, we connect with a broader audience, positioning Kyocera as a forward-thinking company that values teamwork, discipline, and excellence in both sports and business.

A joint effort towards a better world

In April 2024 and 2025, we renewed our commitment to France Judo, reaffirming our dedication to promoting the sport’s values and supporting athletes at all levels. This renewal is a testament to the success of the partnership and our belief in the power of long-term collaboration.

Kyocera’s financial support of France Judo allows for the continuation of key social projects providing opportunities for people in local communities. From the creation of 1,000 new dojos across the country to funding to support para-athletes training and competing at the highest level. This collaboration is providing measurable benefits for both Kyocera and members of the local and Judo communities across France.

Sports and business synergy

Reflecting on this journey, it is evident that the fusion of sports and business yields remarkable benefits. Our sponsorship of France Judo has not only enhanced our brand presence but also reinforced our corporate values. It has allowed us to connect with our audience on a deeper level, demonstrating that we are not just about technology and business solutions—we are about people, culture, and shared success.

At Kyocera, we believe in putting knowledge to work. Through our partnership with France Judo, we have turned shared principles into tangible action, creating value for our customers, partners, and the broader community. As we move forward, we remain committed to leveraging our expertise and strategic alliances to make a lasting impact—both in the corporate world and beyond.

On a personal note, I see putting knowledge to work as a management style I strive to implement in my role as director. By sharing the knowledge I have acquired with my team we can boost our effectivity, encourage career growth while providing an enhanced service to our customers.

Sports sponsorship: A mutually transformative partnership

The power of sport extends far beyond the field of play. It shapes character, builds communities, and inspires excellence. It creates moments and emotions that standard B2B marketing communications can’t achieve. In this ever-evolving business landscape, we at Kyocera will continue to embrace these lessons, building connections through sports and ensuring that our solutions—and our values—help our customers and partners thrive.