Working Together to Address Social Issues Through the Power of Sport, Including Support for Women Athletes and Disaster Relief
The company Never Stop Playing Sports (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Hanae Ito) has concluded a comprehensive partnership agreement with the Japan Olympic Committee (JOC), a Public Interest Incorporated Foundation, headquartered in Shinjuku-ku, Tokyo, and chaired by Seiko Hashimoto. The agreement aims to address social issues through the power of sport by creating an environment in which all those involved in sport—including athletes, coaches, event organizers, and fans—can participate safely, securely, and authentically, while also contributing to the creation of social value through sport.
From left: Hanae Ito, Representative Director, Never Stop Playing Sports;
Seiko Hashimoto, President, Japan Olympic Committee (JOC);
Kota Mogami, Co-Representative Director, Never Stop Playing Sports
〈 Background of the Agreement 〉
In recent years, the value of sport has expanded beyond competitive performance alone to encompass a wide range of social roles, including addressing social issues, strengthening community ties, and fostering the next generation. At the same time, the challenges that must be addressed have diversified, such as the physical and psychological issues unique to women athletes and the involvement of athletes in support and recovery efforts in times of disaster.
Under the philosophy of Olympism, the Japan Olympic Committee (JOC) advocates the realization of a peaceful and sustainable society through sport and, in addition to supporting competitive sport, actively engages in a wide range of social initiatives. Meanwhile, our organization has developed field-driven social collaboration initiatives, including the “1252 Project,” an education and information initiative focused on period and sport, as well as the Disaster Recovery Sports Network, an intermediary support program that connects athletes committed to disaster recovery with affected communities, with the support of athletes and experts.
Based on the alignment of both organizations’ philosophies and their shared commitment to returning the power of sport to society, the two parties have concluded this comprehensive partnership agreement.
Under the philosophy of Olympism, the Japan Olympic Committee (JOC) advocates the realization of a peaceful and sustainable society through sport and, in addition to supporting competitive sport, actively engages in a wide range of social initiatives. Meanwhile, our organization has developed field-driven social collaboration initiatives, including the “1252 Project,” an education and information initiative focused on period and sport, as well as the Disaster Recovery Sports Network, an intermediary support program that connects athletes committed to disaster recovery with affected communities, with the support of athletes and experts.
Based on the alignment of both organizations’ philosophies and their shared commitment to returning the power of sport to society, the two parties have concluded this comprehensive partnership agreement.
〈 Areas of Cooperation 〉
１. Educational and awareness-raising initiatives that address the challenges faced by women athletes (e.g., the 1252 Project)
２. Collaboration on disaster support activities, including the dispatch of athletes and community engagement initiatives (e.g., the Disaster Recovery Sports Network)
３. Collaboration on proactive public relations and information dissemination related to the activities of both organizations
２. Collaboration on disaster support activities, including the dispatch of athletes and community engagement initiatives (e.g., the Disaster Recovery Sports Network)
３. Collaboration on proactive public relations and information dissemination related to the activities of both organizations
〈 Future Initiatives 〉
・ Human resource development and the dissemination of knowledge through training programs, lectures, and symposia
・ Joint implementation of programs aimed at addressing social issues through sport, including sports events and roundtable discussions
・ Strengthened outreach through the use of social media and other media channels
・ Cooperative responses to newly emerging issues in the sport and social domains
・ Joint implementation of programs aimed at addressing social issues through sport, including sports events and roundtable discussions
・ Strengthened outreach through the use of social media and other media channels
・ Cooperative responses to newly emerging issues in the sport and social domains
〈 Comments from Representatives 〉
【Seiko Hashimoto: President, Japan Olympic Committee (JOC)】
The Japan Olympic Committee (JOC) has concluded a comprehensive partnership agreement with the company Never Stop Playing Sports. The organization’s philosophy of connecting society through the power of sport and passing its values on to the next generation strongly resonates with the principles that the JOC has long upheld.
In particular, we recognize that issues related to the health and life stages of women athletes are critically important themes that have a significant impact not only on athletic performance but also on life beyond competition. The “1252 Project,” undertaken by Never Stop Playing Sports, is an innovative initiative that directly addresses these challenges. Its dissemination on the occasion of the Paris 2024 Olympic Games and its receipt of an IOC award represent highly meaningful achievements.
These perspectives are not limited to elite athletes alone; they are equally important for children and younger generations. We hope to work together with relevant stakeholders to consider how best to communicate the importance of physical activity, nutrition, and mental and physical well-being in a clear and accessible manner. Furthermore, in times of disaster, when children may lose opportunities to be physically active, the role that sport can play is by no means insignificant.
This agreement does not seek to predefine roles, but rather serves as a starting point for jointly exploring how sport can deliver value to society by leveraging the knowledge and practical experience of both parties. We hope that these initiatives in Japan will, in the future, become models that can be shared internationally, and we look forward to continuing our collaboration toward the creation of social value through sport.
【Hanae Ito: Representative Director of Never Stop Playing Sports】
We are deeply honored to have concluded a comprehensive partnership agreement with the Japan Olympic Committee. Guided by our philosophy of “developing independent individuals from sport who can contribute to society,” Never Stop Playing Sports has worked to create an environment in which women athletes, in particular, can continue to take on new challenges with confidence—both during their athletic careers and throughout their lives beyond competition. Supporting health-related issues and creating opportunities for social engagement are essential themes for enabling women athletes to build careers that reflect who they truly are.
To date, we have strengthened our collaboration with the Japan Olympic Committee through initiatives such as support for women athletes and exchange programs with disaster-affected areas and local communities. Through this comprehensive partnership agreement, we are confident that we can further enhance the effectiveness of our initiatives by leveraging the knowledge and networks of both organizations. By connecting society through the power of sport, we look forward to working together to nurture as many athletes as possible who can create value beyond competition.
【Kota Mogami: Co-Representative Director of Never Stop Playing Sports】
To date, we have not viewed sport solely in terms of competition or results. Instead, we have steadily translated the value of sport into practice by connecting it with real-world social contexts such as education, gender equality, local communities, and disaster support.
This agreement is not intended to rapidly scale up new initiatives. Rather, it provides a framework for connecting the initiatives we have built on the ground to society in a healthier and more sustainable manner.
Going forward, in collaboration with the Japan Olympic Committee, we aim to carefully articulate the value that sport brings to society and expand these efforts in ways that can be returned to future generations and local communities. We will continue, step by step, to advance initiatives that enable people and society to move forward through sport.
The Japan Olympic Committee (JOC) has concluded a comprehensive partnership agreement with the company Never Stop Playing Sports. The organization’s philosophy of connecting society through the power of sport and passing its values on to the next generation strongly resonates with the principles that the JOC has long upheld.
In particular, we recognize that issues related to the health and life stages of women athletes are critically important themes that have a significant impact not only on athletic performance but also on life beyond competition. The “1252 Project,” undertaken by Never Stop Playing Sports, is an innovative initiative that directly addresses these challenges. Its dissemination on the occasion of the Paris 2024 Olympic Games and its receipt of an IOC award represent highly meaningful achievements.
These perspectives are not limited to elite athletes alone; they are equally important for children and younger generations. We hope to work together with relevant stakeholders to consider how best to communicate the importance of physical activity, nutrition, and mental and physical well-being in a clear and accessible manner. Furthermore, in times of disaster, when children may lose opportunities to be physically active, the role that sport can play is by no means insignificant.
This agreement does not seek to predefine roles, but rather serves as a starting point for jointly exploring how sport can deliver value to society by leveraging the knowledge and practical experience of both parties. We hope that these initiatives in Japan will, in the future, become models that can be shared internationally, and we look forward to continuing our collaboration toward the creation of social value through sport.
【Hanae Ito: Representative Director of Never Stop Playing Sports】
We are deeply honored to have concluded a comprehensive partnership agreement with the Japan Olympic Committee. Guided by our philosophy of “developing independent individuals from sport who can contribute to society,” Never Stop Playing Sports has worked to create an environment in which women athletes, in particular, can continue to take on new challenges with confidence—both during their athletic careers and throughout their lives beyond competition. Supporting health-related issues and creating opportunities for social engagement are essential themes for enabling women athletes to build careers that reflect who they truly are.
To date, we have strengthened our collaboration with the Japan Olympic Committee through initiatives such as support for women athletes and exchange programs with disaster-affected areas and local communities. Through this comprehensive partnership agreement, we are confident that we can further enhance the effectiveness of our initiatives by leveraging the knowledge and networks of both organizations. By connecting society through the power of sport, we look forward to working together to nurture as many athletes as possible who can create value beyond competition.
【Kota Mogami: Co-Representative Director of Never Stop Playing Sports】
To date, we have not viewed sport solely in terms of competition or results. Instead, we have steadily translated the value of sport into practice by connecting it with real-world social contexts such as education, gender equality, local communities, and disaster support.
This agreement is not intended to rapidly scale up new initiatives. Rather, it provides a framework for connecting the initiatives we have built on the ground to society in a healthier and more sustainable manner.
Going forward, in collaboration with the Japan Olympic Committee, we aim to carefully articulate the value that sport brings to society and expand these efforts in ways that can be returned to future generations and local communities. We will continue, step by step, to advance initiatives that enable people and society to move forward through sport.
〈 Japan Olympic Committee 〉
The Japan Olympic Committee (JOC) is Japan’s National Olympic Committee (NOC), operating in accordance with the Olympic Charter. Guided by the principles of Olympism, the JOC promotes the Olympic Movement and contributes to the maintenance of world peace and international friendship through sport, while also working to develop and strengthen Japanese athletes and thereby advance the promotion of sport in Japan.
〈 Never Stop Playing Sports 〉
Founded in 2020 as a volunteer initiative to support the growth of student athletes, Never Stop Playing Sports later became a general incorporated association. Guided by the belief that sport can empower young people to become independent, the organization provides ongoing support to help them grow through sport.
With the endorsement of leading Japanese athletes and experts, Never Stop Playing Sports expanded primarily through social media, developing into a nationwide movement. Since then, the organization has broadened the scope of its activities to include the development of online learning systems and collaborative research with educational institutions.
Through initiatives such as the “1252 Project,” an education and information program focused on period and sport, and the Disaster Recovery Sports Network, an intermediary support platform connecting athletes committed to disaster recovery with affected communities, the organization promotes activities aimed at creating a better society through sport.
The “1252 Project” was recognized as one of five innovative sport-related projects selected worldwide for the International Olympic Committee’s (IOC) Ignite365 Award. It was the only project from Asia to receive the award, and its efforts have been highly acclaimed internationally.
With the endorsement of leading Japanese athletes and experts, Never Stop Playing Sports expanded primarily through social media, developing into a nationwide movement. Since then, the organization has broadened the scope of its activities to include the development of online learning systems and collaborative research with educational institutions.
Through initiatives such as the “1252 Project,” an education and information program focused on period and sport, and the Disaster Recovery Sports Network, an intermediary support platform connecting athletes committed to disaster recovery with affected communities, the organization promotes activities aimed at creating a better society through sport.
The “1252 Project” was recognized as one of five innovative sport-related projects selected worldwide for the International Olympic Committee’s (IOC) Ignite365 Award. It was the only project from Asia to receive the award, and its efforts have been highly acclaimed internationally.
〈 About the 1252 Project 〉
For women athletes, period—which occurs for approximately 12 weeks out of the 52 weeks in a year—and the associated physical changes are unavoidable realities. The 1252 Project provides a range of programs, including online content and educational classes, designed to help women athletes who feel they lack access to accurate information or appropriate consultation, as well as their coaches, learn essential knowledge in an engaging and accessible way.
・ 1252 Project Introduction Video
https://www.youtube.com/watch?v=8D0WARPVGZw
・ Top Athletes Share Their Experiences with Period:
“Talk Up 1252”
https://www.youtube.com/watch?v=bVYoDobYa9I
・ Official 1252 Project Instagram Account:
“1252 Playbook,” a New Guide to Period and Sport
https://www.instagram.com/1252project/
https://www.youtube.com/watch?v=8D0WARPVGZw
・ Top Athletes Share Their Experiences with Period:
“Talk Up 1252”
https://www.youtube.com/watch?v=bVYoDobYa9I
・ Official 1252 Project Instagram Account:
“1252 Playbook,” a New Guide to Period and Sport
https://www.instagram.com/1252project/
〈 About the Disaster Recovery Sports Network 〉
●Advancing Two Key Pillars of Sport-Based Support
1. Disaster-Affected Area Support Actions
・ On-site support activities led by volunteer athletes
・ Attracting and hosting sports events
・ Support initiatives to address frailty among older adults
2. On-the-Ground Communication from Disaster-Affected Areas
・ Regular dissemination of information through media outlets
・ Sharing support models within the sports community
1. Disaster-Affected Area Support Actions
・ On-site support activities led by volunteer athletes
・ Attracting and hosting sports events
・ Support initiatives to address frailty among older adults
2. On-the-Ground Communication from Disaster-Affected Areas
・ Regular dissemination of information through media outlets
・ Sharing support models within the sports community
●Future Actions
・ Enhancing opportunities for physical activity among local youth and providing support for coaches through the dispatch of athletes to the Noto region
・ Development and dissemination of sport-based content aimed at preventing frailty among older adults
・ Securing and developing volunteer human resources through sports events
・ Enhancing opportunities for physical activity among local youth and providing support for coaches through the dispatch of athletes to the Noto region
・ Development and dissemination of sport-based content aimed at preventing frailty among older adults
・ Securing and developing volunteer human resources through sports events
〈 Inquiries 〉
For media inquiries and questions regarding our activities, please contact us at the address below.
info@spo-tome.com
〈 Request to Media 〉
When covering this release, we kindly ask that you use one of the logos below whenever possible.
Communication Logo
1252 Project logo
Disaster Recovery Sports Network logo
