The DeNA BayStars, once a struggling baseball franchise with sparse attendance, have undergone a remarkable transformation. After being taken over by IT venture capital business DeNA Co. in 2011, the team has not only achieved championship success but also revitalized its fan base and home stadium atmosphere. Manager Daisuke Miura recalls the lean years before DeNA's takeover, noting how empty the stands used to be. The club’s average home attendance of just 15,308 in 2011 was the lowest among Nippon Professional Baseball’s 12 teams. To bridge the gap between Yokohama's sophisticated image and the team's offerings, significant changes were implemented. These efforts paid off as average attendance surpassed 20,000 in 2014 and reached an impressive 32,754 this year. The BayStars’ journey culminated in their first Japan Series title since 1998, celebrated with a grand parade through Yokohama.
Revitalizing Fan Engagement and Attendance
The DeNA BayStars embarked on a mission to transform their fan base and boost attendance at Yokohama Stadium. Recognizing the need to appeal to a broader audience, the team shifted its focus from primarily targeting male workers to including families, co-workers, and girlfriends. This strategic pivot included distributing 72,000 caps with the BayStars logo to elementary school and kindergarten students in Kanagawa Prefecture in 2015. Additionally, they addressed issues that might deter women and children from attending games by renovating restrooms to make them more appealing. The result was a tenfold increase in female fan club memberships over four years. By creating an inviting environment for dates and family outings, the BayStars fostered a welcoming atmosphere that significantly boosted attendance.
To further enhance fan engagement, the BayStars introduced innovative events like the "Yokohama Star Night" series, featuring fireworks and elaborate drone light shows. These events aimed to energize both the team and the city, emphasizing the concept that when everyone shines, the community thrives. The success of these initiatives is evident in the steady rise in ticket sales, with average attendance surpassing 20,000 in 2014 and reaching 32,754 this year. The synergy between the club and its business operations became increasingly apparent, leading to a new era of growth and success for the BayStars.
From Struggles to Championship Triumph
Before DeNA took over in 2011, the BayStars faced numerous challenges, including poor attendance and a lackluster performance on the field. Manager Daisuke Miura, who had experienced the team's lean years firsthand, noted the stark contrast between then and now. The club's average home attendance of 15,308 in 2011 was the lowest among all Nippon Professional Baseball teams. However, under DeNA's leadership, the team began implementing strategic changes to revitalize its image and performance. The focus on broadening the fan base and enhancing the game-day experience gradually paid off, leading to increased attendance and better on-field results.
The turning point came in 2017 when the BayStars reached their first Japan Series under DeNA's ownership. This achievement marked the beginning of a new chapter for the franchise. Over the years, the team continued to build momentum, culminating in their championship victory in 2024. The celebration extended beyond the stadium, with a victory parade through Yokohama’s Minato Mirai district, where fans lined the streets to cheer for their beloved team. Team owner Tomoko Namba expressed her emotions, describing the clear sky as a fitting symbol of the BayStars' resurgence. The team's journey from struggle to triumph exemplifies the power of strategic innovation and community engagement in sports.