The Stadium That Turned the City Purple

On match days, the trams that typically carry commuters and students are packed with people in purple. Supporters clad in replica Sanfrecce Hiroshima jerseys journey to EDION Peace Wing Hiroshima (E-Peace) in the heart of Hiroshima City. The city is awash with purple, a new sight that has emerged with the new stadium’s construction.

“With the stadium located in the city centre, match days witness purple shirts flooding the streets, as football becomes truly woven into the fabric of the city. I believe this demonstrates a significant contribution from Sanfrecce,” says Keiji MORISHIGE, General Manager of the Stadium Management Division at Sanfrecce Hiroshima.

Morishige is currently on secondment from EDION Corporation, where he worked for many years. About a year before the new stadium opened, he joined Sanfrecce Hiroshima, the stadium’s designated administrator. Drawing on his experience with projects such as TSUTAYA ELECTRICS in his previous role, he concentrates daily on two key missions: “how to monetise the stadium on non-match days” and “how to enhance the stadium’s value through community collaboration.”

In the new stadium’s inaugural year, the passion of Hiroshima’s people provided the ideal scene. This season’s MEIJI YASUDA J1 LEAGUE home match attendance totalled 486,579 across 19 matches, significantly surpassing the club’s previous record of 378,195 set in 1994. The average attendance per match reached 25,609, far exceeding the 17,721 recorded in 2012 when the team claimed their first title. In their third year under Manager Michael SKIBBE, the team competed in an intense title race at their nearly full stadiums filled with passionate purple support, maintaining the suspense until the end of the season.

There are several reasons for this strong attendance. Firstly, its prime location stands out, even by J.LEAGUE standards. Morishige, who has researched the home grounds of all J1 clubs, states, “It wasn’t built where space was available, but where value exists; that is, it was constructed where we wanted it—that’s the best part about the new stadium.” E-Peace, situated in the city centre of Hiroshima, is within walking distance of the main Hondori Shopping Street and the Nagarekawa entertainment district, with excellent public transport access via tram, bus, and JR lines. The area boasts various attractions, including Hiroshima Castle, the Atomic Bomb Dome , art museums, commercial facilities, and event spaces. In August, Hiroshima Stadium Park was completed adjacent to the stadium, featuring a grass plaza and restaurants. The improved navigability from and to surrounding areas has brought new vitality to the city.

Another key factor is the notable enhancement in match experience achieved through the transition to a football-specific stadium. The thrilling atmosphere created by the closeness between spectator seats and the pitch, allowing fans to observe players’ actions up close, is a significant draw. The stadium incorporates entertainment features, including giant screens equivalent in size to those at the Japan National Stadium and cutting-edge sound equipment, to elevate spectator enjoyment. Furthermore, it provides 43 different seating options, including kids’ room and sensory room. Its emphasis on comfort during matches seen in the specially designed general seating and concourses adorned with numerous screens displaying match footage foster an environment where a diverse audience can relish the experience in various ways.

“Our basic concept was straightforward: ‘Create a place where people want to go.’ However, what makes a place appealing varies by age and era, so we must continue proposing different ideas. First, we attract people through football events. Then, using this spacious venue with approximately 28,500 seats and giant screens as resources, I believe we can do many different things depending on our ideas.”

The design of the spectator environment drew inspiration from American stadiums, specifically Minnesota United FC’s Allianz Field, a football-specific stadium accommodating up to 24,474 spectators.

“While in Europe, many people are football fans supporting their teams, in America, a strong entertainment element prevails. The key is fan engagement, with proximity to the pitch and the sound and production effects enhancing the entertainment experience. We incorporated these elements into our stadium design.”

During summer night games, Hiroshima hosted the “Super Enthusiastic Night Festival,” advertised as “all-participatory new night sports entertainment.” Before and after matches, as well as during half-time, light and sound productions created a concert-like atmosphere, featuring shows that incorporated flames and fireworks to enthral the crowd. In the darkened stadium, home supporters waved purple glow sticks as part of the production, while away supporters joined in with glow sticks in their club colours. These extraordinary spectacles are attracting new fans.

“The unity created by the glow sticks was an experience unlike any I had encountered before; it was truly moving, even for me. Thanks to the efforts of our production team, we are certainly attracting new demographic groups. My granddaughter, who begins primary school next year, had previously shown no interest in football but now wishes to attend repeatedly.”

On non-match days, the stadium serves as a hub for football culture. The museum, featuring exhibits and activities centred on Hiroshima football history, has welcomed approximately 18,000 visitors as of 10 November 2024. Stadium tours are consistently nearly fully booked, with the player experience being particularly popular. Furthermore, the official shop’s physical store sales are overwhelmingly the highest among J.Club shops. Morishige’s analysis is, “It’s because the shop is located in the stadium and the city centre.”

Skyboxes and business lounge and....The concourse and artificial turf areas beside the pitch can also be utilised for various purposes, including weddings and photo shoots. The venue has hosted non-football events such as academic conferences and Kagura performances, serving not only as a match venue but also as a new event space and cultural hub.

According to the club, the economic impact of the new stadium is estimated at about 1.1 billion yen per J.League match. This figure was calculated with the cooperation of Hiroshima University of Economics, based on a match against Hokkaido Consadole Sapporo (December 1) in the 37th round of the 2024 Meiji Yasuda J1 League, which recorded an attendance of 27,105. Of the 1.1 billion yen, approximately 300 million yen was generated in the stadium and approximately 800 million yen in the area surrounding the stadium.

Club revenues in 2024 are expected to reach a record high of approximately 7.8 billion yen, up 1.86 times on last year's figure of approximately 4.2 billion yen, making it one of the top three clubs in the J.League behind Urawa Reds and Kawasaki Frontale if the 2023 record is put into perspective. With sales of 10 billion yen no longer an impossible dream, Sanfrecce Hiroshima aims to become a big club that leads J.League in both football and management.

The city-centre stadium also has a significant economic impact on the surrounding area. People shop at nearby commercial facilities before matches and gather afterwards to enjoy the nightlife and dining, creating a new match-day routine that didn’t exist before. The stadium’s central location has enhanced the match-day experience, positively affecting the local community. The club has also been receiving positive feedback about this.

“We can truly sense that the stadium’s capacity to attract people and generate buzz has established it as a new city symbol, significantly contributing to Hiroshima’s overall economic impact. For instance, we hear that the basement food section of nearby commercial facilities sees about triple their usual sales on match days. The sight of purple uniforms flooding the city centre is unprecedented, and we receive gratitude from local merchants, indicating a genuinely significant impact.”

The club has stated that E-Peace and its surrounding facilities are anticipated to attract 2.2 million visitors each year. Considering direct revenue from matches and stadium usage, indirect effects from spectator spending in the vicinity, and new employment and business opportunities, the estimated annual economic impact is thought to be several tens of billions of yen.

Since the new stadium’s completion, Morishige has had a favourite view: E-Peace standing proudly behind the World Heritage Atomic Bomb Dome. The stadium’s wing-like form commands an impressive presence in an area frequented by many international tourists. Morishige emphasises, “Considering the stadium’s position near the Peace Memorial Park, I believe there’s more we ought to be doing.” E-Peace has a role to serve as a new base for promoting peace through football.

Kenzo TANGE, the architect who designed the Peace Memorial Park and Museum 75 years ago, envisioned the north side of Peace Memorial Park as a space to foster peace through sports and culture, and had drawn up plans for a general sports stadium on the site where the new stadium now stands. While this vision was not realised at the time, a football stadium has now been completed there many years later.

“With the completion of the stadium, I believe we are approaching something akin to what Mr. Tange envisioned. Considering the city as a whole, the purpose and role of each element are clearly defined, and Sanfrecce Hiroshima now faces the significant challenge of determining how to shape the role of sports here. We can enjoy our favourite activities and play sports and football because we live in peace. Especially in Hiroshima, it reminds us of the joy that comes from being able to engage in sports. I believe Hiroshima’s role is to communicate this message more widely.”

E-Peace stands on ground that was reduced to ashes by the atomic bomb and later witnessed people courageously rebuilding their lives amid post-war chaos to achieve recovery. Because of this location, Sanfrecce Hiroshima’s Peace Match, held annually since 2018, along with international matches that attract attention from abroad, carries greater significance. Furthermore, just as Tange invested his hopes for future generations in this area, the stadium is anticipated to become a symbol of the City of Peace as a place of learning and place of growth through football clinics and local community contribution activities. Morishige says, “I believe we ought to fulfil our role as a central hub that revitalises Hiroshima’s sports culture and the entire local community.”

The club’s surrounding environment has also changed. Previously, Sanfrecce banners and posters were sparsely scattered around central Hiroshima, but now it’s difficult not to see purple in the city centre on any given day. This transformation in the cityscape illustrates how Sanfrecce Hiroshima has become more deeply integrated into the city alongside the new stadium. Beyond increased revenue and brand power, being a central figure in the E-Peace-centred community is crucial for the club. Since relocating to the new stadium, they have received an “astonishing number” of inquiries and consultations. The club will continue to play its part in connecting these various possibilities within the city.

“Instead of specifically orchestrating something [in collaboration with the city], we are engaging in conversations with various operators within the city, discussing how it would be better for people to circulate naturally and communities to form. We currently have what we refer to as the ‘Sanfrecce Hub Concept,’ and we listen to local voices once a week about what we can do and what types of activities we should pursue.”

Due to their substantial impact on local society and the economy, the new stadium and club bear significant responsibility and play crucial roles. There are high expectations that it will catalyse community development and serve as an exemplary model for regional revitalisation through a city-centre stadium and sports club.

“I believe the new stadium has the potential to become more than just a sports facility; it can serve as a central hub for Hiroshima’s culture, economy, and community. We aim to evolve into a multipurpose venue that actively embraces non-sporting events and community contribution activities, positively influencing the regional economy and society as a whole. Through this, we can enhance Hiroshima’s identity and play a vital role in driving regional development.”

Hiroshima City is presently undergoing redevelopment. From the new Hiroshima Station set to open in spring 2025 to various new facility constructions and rebuilding projects throughout the city centre, Hiroshima is transforming significantly. As the city evolves, the new stadium will retain its status as a city symbol, and the city will increasingly be adorned in purple.

Text by Kota MINATO

Profile

Keiji MORISHIGE
General Manger, Stadium Management Division
Sanfrecce Hiroshima Co., Ltd.

Born in Iwakuni City, Yamaguchi Prefecture. Joined local electronics retailer Daiichi (now EDION) in 1987. Subsequently worked at three PC speciality shops and two electronics shops. Transferred to headquarters in 2000, serving as Product Division Manager and Area Sales Manager. Leader on TSUTAYA　ELECTRICS (Futako-Tamagawa and Hiroshima) projects and involved in the robotics programming school business before joining Sanfrecce Hiroshima in April 2023.

Stadia Opened in 2024