https://number.bunshun.jp/articles/-/842891
Tomoko Namba is the owner of the Yokohama DeNA BayStars and a prominent Japanese business leader. She is best known as one of the founders of DeNA Co., Ltd., Japan’s first internet-based advertising company, and currently serves as the Chairperson of the Board for DeNA. Namba began her career as a consultant at McKinsey & Company and went on to establish DeNA in 1999, where she achieved significant success in mobile gaming and e-commerce.
Namba became the owner of the Yokohama DeNA BayStars in 2011, when DeNA acquired the baseball team. Since then, she has been actively involved in transforming the club, focusing on improving the stadium environment, enhancing fan services, and introducing digital strategies. She implemented various initiatives aimed at attracting a younger fan base, including innovative social media campaigns and digital entertainment features within the stadium—a fresh approach that was quite unique in Japanese baseball at the time.
Under her leadership, the BayStars have become more than just a baseball team to watch—they offer an interactive experience for fans, bridging the gap between players and supporters. Her efforts have led to an increase in young fans and have contributed significantly to the team’s popularity and growth as one of Japan’s leading professional baseball franchises.
With Namba’s vision, the Yokohama DeNA BayStars continue to innovate, transforming sports into an experience that goes beyond simply watching, making it more engaging and interactive for fans.
Stepping Down as DeNA CEO for Family
In 2011, Namba made headlines when she stepped down as CEO of DeNA to care for a family member. It was a difficult decision for her to step away from the company she had built, but she continued supporting DeNA as a board member. Her decision inspired many, showing that she valued family and personal priorities as much as her career success.
BayStars Revitalization and Enhanced Fan Experience
After acquiring the BayStars, Namba focused on transforming the team and the stadium into a fan-friendly space. She prioritized improving fan services, including using social media to foster direct communication with fans. Her approach helped the BayStars attract a younger audience and expand their fan base, making fans feel more connected to the team.
The “Entertainment Transformation” of Baseball
Driven by her vision to make professional baseball more than just a game to watch, Namba aimed to create an interactive entertainment experience at the stadium. She introduced digital attractions and entertainment features at Yokohama Stadium, making game-day experiences immersive and unique, setting the BayStars apart from traditional baseball viewing.
Vision for “Building a Good Company”
Namba’s philosophy is centered on creating “a good company” rather than simply a strong leader. She emphasizes openness and communication, aiming for a company that exists for both employees and fans. This philosophy is reflected in DeNA and the BayStars, fostering a loyal community around both the company and the team.
Namba’s leadership highlights her commitment not only to business success but also to connecting with people and building trust. Her values have been key drivers in the growth of both DeNA and the Yokohama DeNA BayStars.
