The dominant three-peat champions of the Hakone EkidenAoyama Gakuin University (commonly called "Aogaku") is expected to update the sponsor name on its racing kit before next year's Hakone Ekiden., which has long occupied the upper-right corner of the racing kit, the "Myoko City" will be replaced by the brand logo of a new sponsoring company.
Myoko City is a city in the Joetsu area of Niigata Prefecture, and Aogaku's track and field team has held training camps there since 2004. The Myoko Plateau, at an altitude of 600–1,300 m, is a highly suitable summer training site, so the two have a long-standing connection.
In 2021, at the start of the 97th Hakone Ekiden, Myoko City's name began to appear on Aogaku's racing kit,At that time Myoko City provided Aogaku with cooperation funding of about ¥15,000,000 (roughly RMB 630,000).。
As Aogaku's commercial value continued to rise, logo space on the racing kit became highly sought after. It is reported that Aogakurecently signed a partnership with a major company, and that company's logo will replace Myoko City's.After the logo is removed, the amount Myoko City will pay Aogaku in the current fiscal year will drop to ¥5,000,000 (about RMB 210,000).。
The kit bearing "Myoko City" can be said to have witnessed Aogaku's success and glory at the Hakone Ekiden over the years: nine titles in twelve years, one four-peat, and the recent three-peat. The ties between the two have been close, so Aogaku and Myoko City are still negotiating,Aside from next season's kits for the three major ekidens, there is a possibility that Myoko City's emblem will continue to appear on everyday race kits and training apparel, but concrete plans have not yet been decided.。
For Aogaku, which is aiming for a four-peat, a season without the Myoko City emblem next year signals a brand-new start. On the other hand, the Hakone Ekiden—dubbed Japan's "Spring Festival Gala"—is continuing to grow its commercial value, and Aogaku, currently the hottest team, is naturally a prime resource in the eyes of major brands.
In May this year, Red Bull officially became a sponsor of Aoyama Gakuin University's ekiden teamSo, will Red Bull be the one to replace Myoko City? What if it's COROS or Shokz? (just guessing)
