Sumo The Unconventional Route As McLaren Grapples For Japan

The deal, which was struck late last week, will see 26-year-old Masakatsu Ishiura, who weighs a mere 115 kilograms and an avid cyclist, endorsing McLaren’s latest model in Japan. Ishiura also has a strong social presence, and regularly posts videos of his fellow wrestlers having a lark outside the dohyo (ring).

So, why is McLaren banking on sumo, which hardly attracts any automobile brands— and to make matters spicier— on an unorthodox wrestler who doesn’t even drive to boost its presence in Japan?

Firstly, Ishiura’s positioning as a light, fast and powerful underdog resonates with McLaren’s brand positioning in Japan. Having nearly walked away from the sumo at the start of his career, Ishiura’s 42 victories have come against the odds too. Obviously, his attractive looks and gentle warrior spirit are also pivotal factors in targeting wealthy, mature Japanese with a youthful spirit to invest in a McLaren automobile.

While sumo has seen its popularity plummet in Japan with the domination of foreign wrestlers and a series of scandals in the past decade, including allegations of bout-fixing and gambling…however, there are signs of a revival following the long-awaited victory of Kotoshogiku, a homegrown sumo champion in last year’s Emperor’s Cup, which is why McLaren is optimistic about its association with the sport.