Fujitsu Limited and Kawasaki Frontale Co., Ltd. have announced a groundbreaking partnership that will see the two organizations join forces in promoting nature conservation through sports. The collaboration, which was officially announced on Wednesday 22 October, 2025, will see the American football team Fujitsu Frontiers, women’s basketball team Fujitsu Red Wave, and the football team itself become the first sports teams in Japan to join the “Sports for Nature” Framework.
This joint initiative, co-founded by the International Union for Conservation of Nature, International Olympic Committee, United Nations Environment Programme, Secretariat of the Convention on Biological Diversity, and Dona Bertarelli Philanthropy, aims to deliver transformative action for nature across sports by 2030 and beyond. It seeks to enable sports to champion nature and contribute to its protection and restoration.
Through the three teams’ efforts, the Fujitsu Group hopes to educate sports fans in Japan about the importance of environmental protection and inspire individual behavioral change. By joining the “Sports for Nature” Framework, the Fujitsu Group is demonstrating its continued commitment to conducting business activities that address environmental, social, and economic issues and promote initiatives for coexistence with nature as a responsible member of the global community.
The three Fujitsu Group sports teams that have joined the S4N Framework are top teams and top athletes in their respective sports, bringing shared excitement and positive impact to regional communities. However, their activities also generate a certain level of environmental impact. By committing to the S4N Framework, the teams aim to increase their positive impacts on biodiversity through various initiatives.
These efforts include clothing recycling for effective resource utilization, waste reduction at home games, and cleaning activities with fans and supporters to improve river water quality. These activities align with Fujitsu’s vision to become a “technology company that realizes net positive through digital services” by 2030 and the company’s efforts to solve global environmental issues as one of its materiality areas.
In particular, the key initiative of coexistence with nature (biodiversity conservation) involves efforts to achieve “nature positive” by halting and reversing nature loss by 2030 on a 2020 baseline, and achieving full recovery by 2050, in line with the mission of the Kunming-Montreal Global Biodiversity Framework. In addition to activities that reduce negative impacts on biodiversity, the company also implements initiatives that increase positive impacts, such as forest conservation activities.
Furthermore, in improving people’s well-being, “Sports” has been identified as a new materiality area from fiscal year 2025. This involves promoting sports through the Fujitsu Group’s long-standing support for various sports teams and athletes, as well as strengthening ties with local communities and enhancing corporate image and employee engagement.
The partnership between Fujitsu Limited and Kawasaki Frontale Co., Ltd. is a significant step towards promoting nature conservation through sports. By joining the “Sports for Nature” Framework, the three Fujitsu Group sports teams are leading the way in using their platform to create positive change for the environment and inspire others to take action.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.