P. United continues mission as para sports groups unite to face shared challenges

Japan Times

17-04-2025

Nine para sports organizations in Japan came together in 2023 to form P. United, a coalition aimed at addressing common challenges in organizational management.
Faced with low public recognition and financial difficulties due to their relatively obscure status, the groups seek to strengthen their collective efforts and improve conditions for para sports in the country.
Now in its third year, P. United remains optimistic about its mission. Hisanobu Noguchi, a board member of the Japan Para Shooting Sport Federation and project manager at P. United, emphasizes the importance of proactive efforts.
"We want to use our wisdom and not let a lack of money or personnel be an excuse," he said.
Para sports gained significant attention in Japan during the pandemic-delayed Tokyo Paralympic Games in 2021. After the Games ended, however, that momentum faded, leaving the nine organizations that make up P. United struggling, particularly with financial difficulties.
These organizations rely heavily on grants from the Japanese Para-Sports Association and other bodies, while sponsor revenue remains minimal. As a result, they manage to secure funding for athlete training and lack the resources to invest in promotional activities, officials said.
The Japanese Para Powerlifting Federation has lost two major sponsors since the Tokyo Games. Eriko Yoshida, the federation's secretary-general, spoke of the challenge.
"Although we've finally established an internal system, we haven't been able to focus on promotion due to a lack of funds," she said.
Recognizing the power of collaboration, the nine organizations that make up P. United launched joint initiatives that drew on their connections to strengthen their efforts.
Officials noted that the formation of P. United has been especially effective in promoting para sports to companies, helping to raise awareness and attract potential sponsors.
In the past, when individual sports organizations sought sponsorship, companies often responded indifferently. When the nine organizations united and approached companies as a single group, however, the response improved significantly.
"Companies are now more willing to grant our requests," Noguchi said. "It has definitely changed."
For companies looking to support social welfare initiatives, sponsoring nine organizations rather than just one offers greater impact.
"During our discussions with companies, we received feedback confirming this," Noguchi said.
After the Association of Professional Motorboat Racers and Daiichi Information Systems Co., an information technology-related company, became sponsors in 2023, major logistics service provider Sankyu joined in 2024.
With the growing support, P. United can now organize larger events than before to promote para sports.
On March 6, exactly one year before the opening of the Milano Cortina Winter Paralympic Games, an event was held in Tokyo featuring Kazuma Tomoto, a member of Japan's equestrian squad that won bronze in team eventing at the 2024 Paris Olympics, along with para fencing and wheelchair curling athletes.
P. United aims to continue hosting such events in collaboration with Olympic athletes.
As it strengthens its foundation, the organization also seeks to take a broader approach. "We need to launch more new initiatives," Noguchi said.