A Historic NBA Halftime Performance from a Japan CheerLeading Team Through Strategic Sports Event Management from JTB USA

Client :Mino Jiyu Gakuen High School

Industry :Incorporated Educational Institution

Participants :63 (53 students, 10 teachers, coaches and officials)

Destination :Atlanta, Georgia (USA)

Period :Late February 2024 (4 nights, 6 days)

# Case Studies
# Event Solution
# Group Travel
# North/South Americas

A Historic NBA Halftime Performance from a Japan CheerLeading Team Through Strategic Sports Event Management from JTB USA

Summary of Results

First time Japan-based cheerleading team performed in an NBA halftime show
Difficult negotiations with local American school organizations
Setting up international exchange with universities and Japanese language schools
Achieving a major accomplishment in the school's history with an appearance in the event

Project Objectives for International Student Group Travel

Our client for this project was Mino Jiyu Gakuen High School. This school is known for being the home of the Golden Bears, one of the strongest cheerleading teams in Japan, which performs both in Japan and overseas. The team had previously taken part in training camps, conventions, international shows, and cross-border educational exchange programs. However, the COVID-19 pandemic had a big impact, resulting in events all over the world being canceled. At JTB, we aimed to design a large-scale international student group travel experience that would be memorable for students after a prolonged period of inactivity.

This student performance tour in the United States was coordinated in close cooperation with JTB Japan’s Division. In addition to sightseeing in Atlanta, the program included international exchange activities such as performances at local universities and high schools, joint events, and attendance at cheerleading competitions. In addition, a JTB USA representative connected with a cheerleader from a national professional sports team during a local Chamber of Commerce meeting and, through this relationship, was able to set up the opportunity for the Golden Bears to perform at their halftime show.

Key Challenges in U.S. Sports Event Negotiations

The most significant challenge in an international exchange program of this kind was negotiating with local school organizations. This included coordinating and making arrangements for a number of destinations, and creating a suitable schedule within a limited time frame. Negotiations with the U.S. Sports Association was another high hurdle to overcome.

There was no precedent for a Japanese cheerleading team performing at the halftime show of a U.S. professional sports team. Another reason for the difficulties in negotiations was that our initial negotiations took place in the middle of the sports season. This meant scheduling for the halftime show was already finalized for that season, making it difficult to coordinate the dates we wanted. As performance approval remained uncertain until the final stage, we prepared multiple alternative itinerary plans to protect the overall program.

Strategic Highlights

Creating a memorable and unique tour for the cheerleading team
Discussing negotiation strategies for local school corporation
Navigating last-minute negotiations and creating alternative plans for the itinerary
Establishing an environment where students feel safe and secure to perform

MICE-Ready Solutions and On-the-Ground Execution

Leveraging JTB USA’s Sports & Academic Network

We expected negotiations for the halftime performance to be difficult, despite it being the most exciting part of the tour for all involved. We leveraged JTB USA’s sports event management network and, with support from the Japan-America Society of Georgia, were introduced to a university with a strong track record of exchange programs with Japanese schools. Through our network we were able to set up campus tours, social events, and halftime performances at the official basketball games of various universities.

Strategic Negotiation with Professional Sports Organizations

Conveying the enthusiasm and desire of the Golden Bears cheerleading team to perform at the halftime show was the most difficult aspect of negotiations with the professional sports team. We mentioned the cancellation of various overseas trips and international exchange events due to the COVID-19 pandemic that the team experienced. We also gave a presentation of their achievements, which included a filmed demonstration performance. Finally, we emphasized how much it would mean for the members and that it would be an unforgettable experience.

We were also assisted in our efforts by a cheerleader of that professional team with whom we had a connection. Through our negotiations we received official permission just prior to the start of the trip.

Athlete-Focused Accommodation & Meal Planning

With performances at various locations as well as at exchange events, eating well and getting a good night's sleep were priorities for the members of the team. To reduce the stress that comes with travel as much as possible, we arranged a hotel that allowed for long-term stays with each room allowing for 2-3 people. We negotiated with in-room cooking equipment so members could prepare meals when needed. Through our efforts, we took care to create an environment that was little changed from their life in Japan.

Medical Risk Management for Overseas Student Groups

Being in an unfamiliar foreign environment, we anticipated that members may become unwell during the course of their stay. In such an event, we established a system providing online medical care in cooperation with doctors at a Japanese hospital based in Atlanta.

Securing Professional Practice Facilities and Rehearsal Time

Through negotiations with the local school corporation, we succeeded in obtaining time at a gymnasium at a Japanese language school in Atlanta for the team to practice and hold a cheerleading experience session with local school children. We were also able to secure sufficient practice space and time at the actual venue, allowing the team to make final adjustments before the show.

Project Outcome and Future Opportunities

Our negotiation efforts and detailed coordination paid off and resulted in a very successful international exchange. Proper schedule management and access to a secure practice environment not only allowed the Golden Bears to perform in a professional halftime show, it also empowered them to deliver their best performance and secure a major achievement for the team and for Japanese cheerleading in general. The team and their coaches were so moved by the moment that they cried and shared their joy, reflecting the historic accomplishment for the school.

Not only did the tour provide memories to last a lifetime, but officials from visiting universities and U.S. professional sports teams expressed their desire to have something similar organized on a regular basis in the future, a truly significant achievement that opens up new possibilities for school exchanges.

The success of this project was a result of the diverse personal connections that our staff cultivated in the U.S., their wealth of experience and expertise in international exchange events, and negotiations that took into consideration the cultures of both Japan and the U.S. Our team at JTB USA will continue to demonstrate its expertise and provide full support for international MICE projects.