We're shooting in Tokyo next month and need a local team who can handle locations, permits, crew and athletes.→ Content production
Sports
Without
Borders
Japan’s first global
sports agency
What We Are
One team for everything sport between Japan and the world. Content production, social media and media relations, planned, made and delivered from Tokyo.
Who we are
A bilingual sports agency in Tokyo
We've worked across football, rugby, golf, athletics, volleyball, basketball and more, from grassroots clubs to the world's biggest stages.
Who we work with
Rights holders, leagues, teams and brands
International organisations working in Japan, and Japanese organisations taking their sport to the world.
What we deliver
Content, reach and results
Content that's ready to publish, social channels that grow and media coverage that lands, in English and Japanese.
Sound Familiar?
Japan is a big opportunity.
It's also hard to navigate alone.
Our team is touring Japan. We need the Japanese media handled properly, not just a translated press release.→ Japan media relations
We want to grow our audience in Japan, but we don't know what works on Japanese social media.→ Social media consulting
We post in English, but overseas fans aren't engaging. What should we actually be saying?→ International PR
Different starting points, one partner. We sit between Japan and the world, so nothing gets lost in translation.
Tell us your challenge →The Meaning of Cross (X)
Four angles on every project.
One complete approach.
What We Do
Services
All services →Why Japan, Why Now
The world already
loves Japan.
Why Japan
Why Japan?
Japan has some of the most passionate, loyal sports fans in the world, and many already follow European football, the NBA, F1 and international rugby closely. But reaching them takes more than a translated post. It means Japanese-language content and social channels, local media, and fan events that feel made for Japan.
We're the bridge between international teams and their Japanese fans, turning followers in Japan into a loyal local fan base.
Why Crossborder Sports
Why us?
Japan's one-stop agency for international sports content, social media and media relations.
Native English and fluent Japanese. Front-line experience from Rugby World Cup 2019 to the World Athletics Championships Tokyo 25. Production, social and PR under one roof, so nothing gets lost between agencies, languages or time zones.
One brief, one team, from first idea to final coverage.
Clients
Clients
A selection of the teams, leagues, events and brands we work with.
Newsletter
Insights
See the newsletter →About Crossborder Sports
AboutUs
The bridge between
Japanese sport and the world.
Est. 2025 — TokyoWho We Are
Coming to Japan?
Taking Japan global?
We make it happen, end to end.
Crossborder Sports is a Tokyo-based international sports agency. We help international rights holders, leagues, teams and brands produce content, run social media and work with the media in Japan. And we help Japanese teams and brands reach fans, partners and media around the world.
Instead of hiring a production company, a social media agency, a PR firm and a translator, you get one bilingual team with experience across football, rugby, golf, athletics, volleyball, basketball and more.
Our goal is simple: make Japan synonymous with world-class sport.
Mission
Make Japan synonymous with sport
Bringing the energy, culture and stories of Japanese sport to fans everywhere.
01Approach
An outsider's eye, an insider's understanding
Native English storytelling, backed by real respect for Japanese culture and ways of working.
02Promise
One partner, end to end
Strategy, production, social and media relations from a single team, in both languages.
03
Abby HallCEO / Founder
Message from Our CEO
Sport in Japan brings people
closer together. I want the world to feel it.
I've worked inside international sporting events across social media, content production, PR and commercial strategy. What has struck me most about Japan is how close sport brings people together.
The respect shown to players and opponents. Fans arriving with handmade banners. People of every age playing sport as part of daily life, and heading to their company team after work. It's sport woven into everyday life, full of care for others, and there is so much in it the world would love.
That's why I founded Crossborder Sports in 2025: to bring that energy and culture to the world, and to give international partners a team they can trust on the ground in Japan. Working with teams, leagues and brands, we want the world to think of Japan when it thinks of sport.
Abby HallFounder & CEO
2015
Exchange student, Keio UniversityTokyo
2016
Cardiff University, UKPostgraduate study in Japanese translation
2017
Moves to Japan: British Embassy TokyoMarketing, then a career in sports communications between Japan and the world
2019
Rugby World Cup 2019Bilingual Fan Engagement Manager
2020
Tokyo 2020International Federation Communications Manager
2024
Paris 2024Japan Media Liaison
2025
World Athletics Championships Tokyo 25 / Founds Crossborder SportsCommunications Manager
Company
Company details
| Company | Crossborder Sports クロスボーダースポーツ合同会社 |
|---|---|
| CEO | Abby Hall |
| Founded | 2025 |
| Office | ANYZ FD-11, 3-23-5 Nishi-Shinbashi Minato-ku, Tokyo 105-0003, Japan |
| What we do | International sports content production / Social media consulting and management / Japan media relations and press office / International PR / Events and tours in Japan / Media training, interpreting and translation (EN/JP) |
| Contact | [email protected] |
What We Do
Services
Content, social media and media relations
for sport in Japan, all under one roof.
8 Services / 3 PhasesPhase 01Plan
Set the strategy
Research, market entry and stakeholder coordination, so every project starts with a clear goal.
- Strategy & market entry
- Partner & stakeholder coordination
Phase 02Create
Make the content
Production and social media made for international and Japanese audiences alike.
- Content production
- Social media consulting
- Translation & localisation
Phase 03Reach
Get it seen
Media relations in Japan and around the world, plus events and tours on the ground.
- Japan media relations
- International PR
- Events & tours in Japan
Service Menu
Our services
Every project is scoped to your goals and budget. Get in touch for a proposal.
How We Work
From brief to results
01
Brief
Tell us what you're planning: goals, audiences, timings and budget.
02
Plan
We map out the approach, team and schedule, and flag anything Japan-specific early.
03
Produce
We shoot, post, pitch and coordinate, working as part of your team.
04
Report
Results, coverage and lessons learned, plus a clear view of what to do next.
Insights on Sports Marketing & PR
Newsletter
Ideas on sports content, social and PR
between Japan and the world.
ArticlesLatest
Latest articles
← Back to Newsletter
How Can Proactive Fan Engagement Mitigate PR Disasters? 5 Tips for Sports Teams
This is a short summary. Read the full article on Medium ↗
When Inter Miami played a friendly in Hong Kong in February 2024, the promotion leaned heavily on Lionel Messi, and tickets were expensive. When he didn't play, fans were furious.
His absence through injury was justified. The damage came from the lack of advance communication, and from information that looked like it had been held back. Here are five ways sports teams can stop a situation like that turning into a PR disaster.
TIP 01Diversify your social and marketing assets
Featuring a star is fine, but relying on one player sets expectations you may not be able to meet. Spreading content across the squad on fan-facing channels keeps assumptions about playing time in check.
TIP 02Communicate early and transparently
Be sensitive but direct about injuries and line-up decisions. Fans see themselves as part of the team, and transparency builds mutual trust and respect.
TIP 03Acknowledge the elephant in the room
Ignoring criticism only amplifies it. Acknowledging the issue quickly, and explaining the reasons, such as putting player welfare first, can turn the story before media scrutiny builds.
TIP 04Offer exclusive, behind-the-scenes access
Locker room moments and team meals shared on Instagram or TikTok Live build a sense of belonging, and create fan segments you can grow beyond ticket sales.
TIP 05Lean on your most loyal supporters
In a crisis, keep engaging your cheerleaders so the conversation isn't left to critics, and positive voices carry your values.
Fans are part of the team
Treat fans as integral members of the team rather than outside stakeholders. Transparency and exclusive experiences strengthen loyalty, even when things go wrong.
Read Next
Keep reading
Careers at Crossborder Sports
JoinUs
Take Japanese sport to the world.
We're looking for people to do it with us.
Tokyo — JapanWhy Join
Sport, Japan and the world.
Work right in the middle.
Crossborder Sports is a Tokyo-based international sports agency, connecting Japanese sport with the world.
We work with teams, events and brands across rugby, football, athletics, golf, volleyball and more, on content, social media and media relations.
If you'd like to work between two cultures and help sport travel across borders, we'd love to hear from you.
What We Look For
Who we're looking for
Passion
A love of sport
Real curiosity about the game, the fans and the players' stories.
01Language
English and Japanese
You can write or speak clearly in one of them, or both.
02Craft
A way to tell stories
Social, video, photography or writing: whatever you do best.
03Open Positions
Open roles
How to Apply
How to apply
01
Email us
Send your CV and something that shows your work, such as a portfolio or your social accounts, to [email protected].
02
We review
We read every application and get back to the people we'd like to meet.
03
Let's talk
Online, or at our office in Tokyo.
Contact
Let'sTalk
Shooting, touring or launching in Japan?
Taking Japanese sport global? Let's talk.
Reply within 2 business daysTell us what you're planning and we'll come back with ideas, a team and a plan. We work in English and Japanese.
Email
Office
ANYZ FD-11
3-23-5 Nishi-Shinbashi, Minato-ku
Tokyo 105-0003, Japan
3-23-5 Nishi-Shinbashi, Minato-ku
Tokyo 105-0003, Japan
Nishi-Shinbashi / Minato-ku
Open in Google Maps ↗
Languages
English / 日本語
Thank you
Thanks for getting in touch.
We'll read your message and reply within 2 business days.
Privacy Policy
Crossborder Sports LLC ("we", "us") respects your privacy and handles personal information in line with Japan's Act on the Protection of Personal Information and other applicable laws, as set out below.
1. Who we are
Crossborder Sports LLC (クロスボーダースポーツ合同会社)
CEO: Abby Hall
ANYZ FD-11, 3-23-5 Nishi-Shinbashi, Minato-ku, Tokyo 105-0003, Japan
2. Information we collect
When you contact us through our website form, sign up for our newsletter, apply for a job or email us, we collect the information you provide, such as your name, organisation, email address, the content of your message and the details in your application.
3. How we use it
- To reply to your enquiry and stay in touch
- To propose, provide and deliver our services
- To send our newsletter, such as emails about new articles
- To consider job applications and contact applicants
- To send necessary business communications
- For purposes related to the above
We only send our newsletter to people who have signed up for it. Every email includes a link to unsubscribe at any time.
4. Sharing with third parties
We do not share your personal information with third parties without your consent, except where required by law.
5. Service providers
We use external services to receive enquiries and manage email (for example, a form submission service, an email newsletter service and Google Workspace). Some of these providers may be located outside Japan. We take appropriate steps to make sure your information is handled securely.
6. Security
We take appropriate measures to prevent the loss, misuse or unauthorised disclosure of personal information.
7. Your rights
You can ask us to disclose, correct, add to, delete or stop using your personal information. We will respond in line with applicable law after confirming your identity. Please contact us using the details below.
8. Cookies and external services
This website uses external services such as Google Fonts, whose providers may receive technical information such as your IP address. If we add analytics tools, we will update this policy.
9. Changes to this policy
We may update this policy from time to time. Changes take effect when they are posted on this page.
10. Contact
Crossborder Sports LLC
Email: [email protected]