Kotooshu and Meiji's partnership

Here let's talk about Kotooshu, one of the most famous sumo wrestlers, and his sponsor Meiji Dairies Corporation, and how each other benefits from this partnership.

Kotooshu

Kotooshu real name is Kaloyan Stefanov Mahlyanov. He is on the most popular sumo wrestlers. He was born in Bulgaria in 1983. Kotooshu is his official sumo name (meaning the "European harp" )He is ranked as ozeki (grand champion), the second rank in sumo hierarchy. He is the only non asian sumo wrestlers to win the Emperor Cup in May 2008. He is very famous in Japan, and is called "Beckham" (!). When you go to the Ryogoku Kokugikan (Tokyo sumo stadium) shops, you can find a lot of Kotooshu goodies ... like this little tea cup !

( personal sources)

Meiji Dairies Corporation

Meiji is a major dairy industry company in Japan. It offers yoghurts, cheeses, ice creams and other dairy products.

Sponsoring Kotooshu ...

Sponsoring is very important in the sumo industry. It is seen on every possible supports : on the back of employees jackets, on the victory prime (kensho), on ceremonies aprons of sumo wrestlers (kesho-mawashi).

The kensho is a ritual when sponsors have the right to show themselves on the ring. Employees raise banners with brands names with logos and colors. As walking, the brand names are told by the microphone. As winning, the sumo player takes the number of banners he deserves for his victory. Then, envelops are given, each corresponding to the number of banned won.
Moreover, Kotooshu appears a lot in CM for Meiji Dairies Corporation, who uses the native origin from its champion for its yoghurt call "Bulgaria" which is a bulgarian yoghurt (original)...

Kotooshu and his Meiji ceremonial apron (kesho-mawashi ). (sources : Internet)

Kotooshu and his advertising banners (Meiji is the blue one) (personal sources)