Eastern League 2024 in TOKYO DOME "Sensory Friendly Ticket"

This is a trial project towards "creating an inclusive stadium where everyone can enjoy themselves." For the first time, "Sensor-Friendly Tickets" will be sold at the professional baseball Eastern League official game to be held on Sunday, September 22, 2024, with the cooperation of the organizers, The Yomiuri Shimbun, Nippon Television, and Tokyo Dome.

We have been called upon to utilize our know-how in working in partnership with researchers, people with disabilities, and experts to create spaces where everyone can feel safe and comfortable, for people who have difficulty going out for various reasons or who have given up on experiencing things while out. We were asked to carry out research, consider installing "sensory rooms" in stadiums, and develop experience equipment and concept design items.

We sold "Sensorial Friendly Tickets" to help everyone have a safe and enjoyable time. These tickets are primarily aimed at children with sensory sensitivities, and address the challenges and potential needs of a wide range of people, including children who have had difficulty taking the first step to a baseball game in the past.

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①Watching from an area with less crowding (mezzanine seats)
② Distributing "sensory-friendly bags" filled with sensory items concept design and produced by our company, as a novelty gift
3) As items to "prevent or distance yourself from unpleasant sensations" and "protect your senses and explore pleasant sensations," we will lend out sunglasses, earmuffs, and blankets to reduce strong light and sound stimuli and to help you feel at ease in unfamiliar places.
④Buffet dishes

concept design of the "Sensory Friendly Bag" and the Sensory Friendly concept design were handled by NOMURA IVD. The bag's pattern is made with art drawn by a contracted artist of "HERALBONY," a creative company that has been developing various collaborations with NOMURA and whose mission is to "Unleash your unique style." With concept design of the bag, we aimed for it to be suitable for everyday use as well as events, as we wanted to contribute to creating a society where everyone can easily go out.


Tickets were sold out, and a wide range of people participated, including those with sensory sensitivities, preschoolers, and the elderly, allowing us to explore potential needs. We will use the results of this trial to create an inclusive space and strive to improve the experience of watching sports and entertainment.

"This initiative explores the potential needs of people who have previously found it difficult to take the first step to watch baseball, and is an initiative that can be used to improve the experience in the future. As one of Japan's leading stadiums, we hope to continue implementing such initiatives in the future so that we can attract a variety of customers."