KTE Supports Grand Sumo Tournament in London as Official Sponsor

November 27, 2025

Kikkoman Trading Europe GmbH (KTE), the Kikkoman Group’s sales and marketing company in Europe, was an official sponsor of the Grand Sumo Tournament held in London, UK, in October 2025. Through this event, and related promotions and media exposure via television and online, KTE showcased the Kikkoman brand and Kikkoman products.

This overseas sumo tournament was the first in 20 years, and the first held in London in 34 years. As one of the rare international performances of Japan’s traditional national sport, the event drew significant attention. The Royal Albert Hall, with a capacity of 6,000, was sold out for all five days, with approximately 30,000 tickets sold out even before the event began, garnering interest not only in the UK but also in Japan. Recognizing this as a valuable opportunity for cultural exchange, KTE participated as a sponsor to raise awareness of Honjozo naturally brewed soy sauce and the Kikkoman brand as part of Japanese culture.

During the event, the Kikkoman brand was showcased in a variety of ways. The Kikkoman logo was displayed throughout the venue, as well as on the official website, in London Underground advertisements, and on prize banners carried around the sumo ring. In addition, Kikkoman products were displayed on tables in the venue’s restaurants and bars.

Among the highlights was a “token giant inflatable Kikkoman Soy Sauce bottle”, that drew particular attention. During the awards ceremony, the victorious Yokozuna Hoshoryu (Tatsunami stable) was presented with this enormous balloon designed to resemble the iconic glass bottle. Hoshoryu smiled, and the audience erupted in laughter.

This playful presentation generated a huge response online and was widely covered by international media.

Following the event, a KTE representative commented, “The level of interest in the event far exceeded our expectations. It was widely featured in media and on social platforms. In particular, the video and images of the giant inflatable Kikkoman Soy Sauce bottle being awarded to the champion sumo wrestler were widely shared on BBC’s social media, other media outlets, and by influencers, and on YouTube, providing a valuable opportunity for more people to gain awareness of Kikkoman Soy Sauce.”

The next overseas sumo tournament is scheduled to be held in Paris in 2026. KTE will continue to support a diverse variety of events, including those celebrating Japanese culture, to further expand the presence of the Kikkoman brand across Europe.