08 November 2024
- Team Australia Corporate News Premier12
Celebrating Team Australia at the Australian Embassy in Tokyo: A Platform for Sports Diplomacy and Bilateral Opportunity
In a memorable evening at the Australian Embassy in Tokyo, Team Australia’s senior men’s national team was honoured in a gathering that highlighted the powerful role of sports diplomacy in strengthening ties between Australia and Japan.
Hosted by Australian Ambassador to Japan Justin Hayhurst, the event showcased how baseball, one of Japan’s most beloved sports and a growing force in Australia, builds unique connections and offers significant opportunities for collaboration between the two nations.
Team Australia is in Japan preparing to play in the Premier12, one of the most significant international baseball events. They’ve been well received in Japan, gaining over 7 million impressions on X in the first 10 days since arriving, with 97% of the audience coming from Japan.
Australia’s tournament opening game on November 13 is expected to be watched by over 25 million people in Japan. For context, the NRL Grand Final and AFL Grand Final had a combined audience of 7 million in Australia in 2024.
To see all the media coverage Team Australia has attracted in Japan, visit here.

For businesses in both countries, the event at the Ambassador’s house emphasized the possibilities for leveraging the cultural and economic bridges that baseball creates.
In his opening remarks, Ambassador Hayhurst welcomed guests from government, business, and the sporting community, acknowledging the shared values that underpin Australia-Japan relations.
Baseball, with its deep following in both nations, provides a strong platform for cross-border connections. The recent 2023 World Baseball Classic, where Team Australia and Japan went head-to-head, exemplified this connection. With sell-out crowds and millions tuning in across Japan and Australia, the game showcased the sport’s powerful reach and influence.
Australia has been living and working in Fuchu City, a Tokyo suburb, exemplifying the power of cross-country relations for positive outcomes.
There are also five teams from the NPB, Japan’s top level of professional baseball, sending 14 players to compete in the upcoming Australian Baseball League season from November 15 onward. This includes current NPB Champions DeNA Baystars and the biggest professional sports brand in Japan, the Tokyo Giants.
Sports Diplomacy as a Gateway to New Partnerships
Glenn Williams, Baseball Australia’s CEO, spoke to the significance of Team Australia’s growing popularity in Japan.
“Australia’s popularity in Japan has never been higher,” he said.
Williams emphasized how games like the World Baseball Classic and Premier12 create pathways for new relationships.

“The platforms developed through games we play in Japan are prime opportunities for business to host their current or prospective Japanese partners to an engaged and enthusiastic audience,” he added, underscoring how such events drive business conversations, cultural exchanges, and investment possibilities that extend far beyond the field.
The 2023 World Baseball Classic matchup between Australia and Japan drew millions of viewers and sell-out crowds, highlighting the demand for high-stakes international baseball.
Baseball Australia’s longstanding partnerships with Nippon Professional Baseball (NPB) and connections with cities like Fuchu demonstrate how sports diplomacy can drive meaningful engagements.
For Japanese and Australian businesses, the success of such events shows the potential for cross-border collaboration through sponsorships, youth development programs, and fan engagement initiatives, all while fostering brand equity and corporate goodwill.
A Bright Future for Australia-Japan Business Relationships
The night at the embassy served as a reminder of the mutual respect and shared enthusiasm that strengthen the Australia-Japan relationship.
Glenn Williams shared his optimism about the future.
“The relationship between Japan and Australia is stronger than ever, and with more events on the horizon, this is a prime opportunity to partner with Australian baseball,” he said.

Above: Australian head coach Dave Nilsson, who spent time in his career playing in Japan
As baseball continues to bridge Australia and Japan, businesses are presented with unique avenues for growth, including tourism, education, and sports-related investments.
In closing, we extend our gratitude to Ambassador Justin Hayhurst for his hospitality and dedication to supporting Team Australia’s presence in Japan. Under his leadership, the Australian Embassy in Tokyo remains a bridge for fostering economic and cultural ties through sports diplomacy.
The evening was more than a celebration of athletic achievement; it was a reminder of the valuable opportunities for businesses willing to be part of the growing collaboration between Australia and Japan/
Baseball’s popularity creates a platform for long-lasting relationships, uniting government, business, and fans in a shared passion and mutual respect.
For more information and stories about Australia’s Premier12 journey, please visit www.baseball.com.au/premier12
#AustraliaJapan #SportsDiplomacy #BaseballAustralia #WorldBaseballClassic #BusinessOpportunities




































