Risa's pieces: Risa Kabasawa
(FIFA Master 25th edition)

When she thinks back on her earliest memories, she’s at a baseball stadium with her grandparents or cheering at the Nagano Winter Olympic Games, where strangers handed her a Dutch flag and shared in a moment of joy. It’s no secret that sports have the unique ability to transcend borders, languages, and cultures, and the same is true of the life and career of Tokyoite Risa Kabasawa. Sports weren’t just entertainment – they were a gateway to the world. What began as childhood wonder soon became something greater: a desire to see the world, challenge herself, and carve out a career that would connect her roots in Japan to the international stage. From California classrooms to Olympic boardrooms, Risa’s story is as inspiring as it is ambitious.

From a young age, Risa witnessed firsthand the power of sports to bring people together. She spent her weekends at baseball games with her grandparents, who were season ticket holders. Then, in 1998, she attended the Nagano Olympics, where for the first time, she felt the global reach of sports. “It was the first time I attended a big sports event,” she recalls. “Dutch people were sitting next to us at the speed skating event, and even though I didn’t speak English, we cheered together and shared that moment.” That experience planted a seed. By the 2002 FIFA Men’s World Cup, though too busy studying to attend in person, she was captivated by the excitement sweeping through Japan. “Even just watching on TV, I thought, ‘Someday, I want to see the World Cup in person.'”

At 18, Risa took her first major step toward that dream and moved to the U.S. to study English. What started as a language-learning mission, grew into something much more – and culminating in earning magna cum laude honors with a degree in linguistics. Her time in the U.S. also introduced her to the vibrant world of college sports. “I chose UCLA because of its strong college sports culture, which we don’t really have in Japan, but I really enjoyed cheering for the same team with my classmates. It was a big part of my college life.”

Returning to Japan after college, Risa put her skills to work as a legal assistant, but something was missing. “I realized I wanted more than to simply use English at work. I wanted real global experience,” she says. Seeking that, she returned to the U.S. and spent a year working at Disney World. It can also be said that Risa’s career in sports began unexpectedly in the place where dreams come true because, unbeknownst to her at the time, this decision would serve as the first of many opportunities to share her Japanese heritage on an international stage. “I attended a career seminar while there and realized how much I loved sports and entertainment,” she remembers. “I wanted to combine the two. That’s when I decided to pursue a career in sports business.”

Her combination of business, entertainment, and international experience made the transition to working for Tokyo 2020 Summer Olympics a natural one. As a marketing manager for the Games, she was responsible for negotiating sponsorships and drafting contracts, a skill she had developed in her previous roles. “Even though I didn’t have a background in sports business, my experience in contracts prepared me for the role,” she says. “It was a new challenge, but I felt ready.”

Then, as was the case for so many, COVID-19 disrupted everything. The Games were postponed, budgets were slashed, and responsibilities shifted. Risa and her colleagues suddenly found themselves not just negotiating contracts but also stepping in to fulfill them on site. “At first, it was overwhelming,” she admits. “But after a few days, I realized that if I communicated with people, they would teach me what I needed to know. This is a big event for everyone, so the key was communicating with everyone when necessary.”

Beyond the logistical challenges of the postponed Games, Tokyo 2020 also highlighted the need for better cultural understanding in international sports. Risa noticed a disconnect between Japanese traditions and global sports organizations. “When I was working with international stakeholders, I realized they didn’t know much about Japan. It wasn’t that they didn’t want to understand; they just hadn’t had the opportunity to learn about our culture,” she explains. One instance, in particular, stood out. “It took over a year to negotiate sponsorship for a Japanese drink with low alcohol content. I had to explain its cultural significance and how it’s part of daily life in Japan.”

Despite its many challenges, Tokyo 2020 was a phenomenal event, but it was missing something fundamental. “It was incredible, but it was also heartbreaking to see empty stadiums,” she says. Now, she hopes to experience the Olympic atmosphere at its fullest. “If it’s possible, I want to witness a packed stadium at LA28, especially in LA, which I consider my second home.”

Risa’s next opportunity to expand her acumen came with a job at global sports media company, DAZN, where she worked as a paralegal. Her time there exposed her to the complexities of European sports culture, deepening her understanding of how sports are managed on a global scale. “At DAZN, I started paying more attention to European sports like the Premier League and Serie A. I realized how different European sports culture is from Japan and the U.S.”

But, as Japan’s sports industry remained stagnant in the wake of Tokyo 2020, Risa felt a growing sense of urgency. With major international events shifting focus to other regions, including the Middle East, she saw fewer opportunities for Japan and East Asia to remain part of the global sports conversation. She knew she wanted to change that.

This realization led her to the FIFA Master. It was a perfect match, offering not only the chance to deepen her industry knowledge but also to further her mission of connecting Japan with the world. “After Tokyo 2020, I saw how much work still needed to be done to bridge Japan with the international sports industry,” she says. “I wanted to be in a position where I could help bring global sports opportunities back to Japan and Asia.”

Just as she once shared moments of excitement with Dutch fans at the Nagano Olympics, she now shares her own cultural perspective with her classmates, helping them understand Japan’s sports traditions. “There are many misunderstandings between Japan and the international sports industry,” she explains. “If I can help bridge that gap—whether by introducing more Japanese business practices to the global market or bringing international events back to Japan—then I know I’m on the right path.”

With a commitment to revitalizing Japan’s sports industry, Risa aspires to bring international sports opportunities to her home country and beyond. “I want to work internationally and help Japanese organizations overcome language and cultural barriers when working with federations like the IOC.”

Through determination and a global perspective, Risa continues to pursue her vision of connecting cultures through sports. With every challenge, she has gained the skills and perspective needed to navigate the global sports industry with confidence. “Looking back, I’ve always wanted to connect Japan with the world through sports, from the first Olympics I attended to my time at Tokyo 2020 and DAZN.”

“I’ve struggled with cultural and language barriers, but I’ve learned to enjoy being different. That’s what motivates me to keep learning and sharing my knowledge with others.”

By Geneva Decker

FIFA Master 25th edition student

FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 12 times by SportBusiness.

Organised by CIES in partnership with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).