With the business slogan of “solving social problems with the power of sports”, Sports Branding Japan (SBJ) was established in 2009 with Hioki as its founder and CEO. The brand has built a tremendous credential and reputation over the years working with not only just professional sports teams and organizations across the board but also by extending its support towards amateur sports industry, both domestically and globally. A man of many hats, Takayuki Hioki, started his career at Hakuhodo Inc. after graduating from university, later joined FIFA Marketing AG to take on FIFA World Cup 2002 Korea/Japan’s marketing role. In 2004 Hioki oversaw the branding development in relocation of Hokkaido Nippon-Ham Fighters of Nippon Professional Baseball (NPB). In 2006, Hioki became the marketing and broadcasting director for Beijing 2008 Summer Olympics’ baseball qualifier as a part of the International Baseball Federation (IBAF). With the wealth of experience and a sound knowledge of the industry, Hioki and SBJ now support strategic planning, broadcasting rights sales, digital/social media operation, event operation, and promotion for global sports brands, the likes of NFL, UFC, Blizzard Entertainment and ESPN have chosen to work with SBJ as a trusted counterpart/partner in Japan for many years. Hioki also joined the H.C. Nikko Ice Bucks as the General Manager in 2009 to help rebuild the team and rejuvenate the fan-base from the scratch. With clear guidance and strong leadership of Hioki, the rebuilding eventually come to a fruition when the team set its best winning record and finish second in 2011-12 Asia League season. The team now has the league’s best attendance rates, and is continuing its surge to be the best in the league. From 2014, Hioki became ceremony producer of the Tokyo Organizing Committee of the Olympic and Paralympic Games to take on the task of producing “Flag Hand-Over” Ceremony in the Rio 2016 Summer Olympics/Paralympic. In recent years, Hioki facilitated the launch of a media company specialized in production of sport game live-streaming and distribution amounting over 300 games in experience up-to-date. The company is also focusing on the new technology such as AI camera, tracking data system and live commerce etc. to develop future user experience in sports contents.