It has come to light that Best Amenity Co., Ltd. has acquired the naming rights to the pickleball court inside Tokyo Tower. The facility will be renamed the Tokyo Tower Best Amenity Pickleball Court. The combination of landmark and pickleball is drawing attention as a case that points to a new monetization model for Japanese sports facilities.
Overview of the naming-rights acquisition
| Item | Details |
|---|---|
| Facility | Pickleball court inside Tokyo Tower |
| Company acquiring naming rights | Best Amenity Co., Ltd. |
| New facility name | Tokyo Tower Best Amenity Pickleball Court |
| Location | Minato-ku, Tokyo (on the Tokyo Tower grounds) |
Best Amenity Co., Ltd. is a company engaged in the wholesale and manufacture/sale of food, beverages, and daily goods. As a strategy to raise brand awareness through acquiring sports-facility naming rights, it chose Tokyo Tower, one of Japan's foremost tourist spots.
What are naming rights
Naming rights are a contract in which a company acquires the right to put its brand name on the name of a sports or public facility. It's a familiar approach for baseball and soccer stadiums, but applying it to a pickleball court is rare in Japan.
The benefit for the company is continuous brand exposure through visitors to the facility, media coverage, and social media posts. Tokyo Tower is a tourist spot visited by more than 3 million people a year. Putting the brand into that court's name creates the potential for synergy across sports, tourism, and corporate branding.
The significance of naming rights for Japanese pickleball facilities
Japan's pickleball industry is in a rapid-growth phase.The new structure formed by merging the JPA and PJF, "Pickleball Japan,"launched on April 14, and development of the competitive foundation is progressing with an eye on the 2032 Brisbane Olympics.
Amid this, the emergence of naming-rights acquisition -- a "private financing model" -- for a facility is significant. A model that funds facility operation and upkeep through corporate sponsorship rather than relying on taxes or membership fees could contribute to accelerating facility development going forward.
Sansan Tokyo Openand other corporate sponsorships have permeated at the tournament level, and now naming-rights acquisition at the facility level shows the industry's evolution to "the next stage."
Access
Tokyo Tower is at 4-2-8 Shibakoen, Minato-ku, Tokyo. The nearest stations are Akabanebashi Station on the Toei Oedo Line (5-minute walk) and Onarimon Station on the Toei Mita Line (7-minute walk).
FAQ
Q. What are the court usage fees?
A. For details, please check the Tokyo Tower official site or the court operator.
Q. What kind of company is Best Amenity?
A. It is a company engaged in the manufacture, wholesale, and sale of food, beverages, and daily goods. This naming-rights acquisition is a strategic sponsorship aimed at raising brand awareness.
Q. From when are the naming rights in effect?
A. The official start date is being confirmed based on the announcement. Signage at the facility is to be updated in sequence.
[Source]
Tokyo Tower x Best Amenity naming-rights agreement announcement (April 2026)
