Development Grants: Unoki Kids drive succession plan in Japan

By Chris McAsey

After Japan’s triumph at the inaugural AFL Asia Cup last December, it might have been tempting for the Samurais to rest on their laurels, basking in the glory of being the reigning champions of Asia.

Not so. Instead, AFL Japan is using an AFL Asia Development Grant to embark on a rebuilding phase, looking to create a dynasty to match the shoguns of old.

AFL Japan has been running the Unoki Kids Team clinics in elementary (primary) schools for many years to grow participation. But Covid put a stop to many of those activities, leading to a drop in numbers coming through the ranks of potential Samurais stars of the future.

AFL Japan Chief Development Officer Michito Sakaki said the AFL Asia grant will be used to recruit more kids into the Unoki Kids Team and potentially expand the program to junior high and high school students.

‘The Unoki Kids Team clinics are mainly for elementary school kids, but some want to continue to participate after they graduate from elementary school,’ he said.

‘Now we’re working to develop the clinics for junior high or high school students.’

Michito said that publicity in the form of ‘SNS advertising’ (social media marketing) will be important to attract more older students to footy.

‘Footy is not a well known sport in Japan, so social media marketing will be very important to build the reputation of not only the clinics but AFL Japan as well.’

The existing clinics are run in Tokyo every week and focus on teaching basic skills and game play. Michito said while few of the kids have heard of AFL before, they enjoy learning new skills like kicking and marking.

Some of the development grant was also used to fund Japan’s travel to Vietnam for the AFL Asia Cup. It’s fair to say the Samurais – and spectators at their matches – got plenty of bang for their buck.

Michito said the AFL Asia Cup success and opportunity to compete internationally will also help to drive new participation.

‘Many players drifted away from the game during Covid,’ he said. ‘The AFL Asia Cup could be a key event to bring back those players.’