Work / The Grand Sumo Tournament
The Brief
In 1991, history was made at the Royal Albert Hall when it hosted the UK’s first-ever basho Sumo tournament. Featuring Japan’s elite wrestlers in a thrilling display of skill and centuries-old tradition, the historic event was broadcast live to millions across the UK and witnessed in person by sold-out crowds, becoming an unforgettable milestone in Sumo’s storied legacy.
Now, more than three decades later, Japan’s elite wrestlers will return to the historic venue to write a new chapter in sumo history.
Working alongside the Royal Albert Hall, the Japan Sumo Association, and show promoters Askonas Holt, our objective was to generate global attention for the announcement and drive advance ticket sales to ensure a rapid sellout.
What We Did
To match the magnitude of this historic occasion, we proposed and executed a press conference at the Royal Albert Hall.
The event featured key representatives from all three organising partners —including the chairman of the Japan Sumo Association — alongside a live demonstration from two elite rikishi. The press conference attracted a packed audience of international TV crews, reporters, and photographers, who listened intently as the speakers unveiled the event details before witnessing the awe-inspiring live demonstration.
Following this, we hosted a series of one-on-one interviews with major broadcasters including BBC News, ITV News, and Channel 4 News, as well as reporters from New York Times, BBC Sport and Associated Press. We also staged a photocall outside the Royal Albert Hall, capturing striking images that were printed in newspapers worldwide – cementing sumo’s triumphant return to the Royal Albert Hall.
What we achieved
200 million
global audience reach
30,000 sign ups
leading to an instant sell out
400 pieces
media coverage
