JAPAN Law and Practice Contributed by: Atsushi Igarashi, Yoichiro Kuriyama, Misa Takahashi and Kosuke Ojio, TMI Associates
ments of the event, and support the team by send - ing digital gifts. In addition to fan‑facing experiences, virtual environments and simulation technologies are also being used for player training and performance analysis. For sports organisations and sponsors, the metaverse offers significant opportunities. These include creat - ing new fan engagement experiences beyond physical stadiums, reaching global audiences, developing new forms of digital merchandise and sponsorship, and leveraging virtual environments for athlete training and strategic planning. However, the use of the metaverse also presents several legal and practical risks. Activities conducted within virtual spaces may infringe on third‑party rights, including copyrights, trade mark rights, and image or publicity rights. Issues relating to unfair competition and consumer protection may also arise. As Japan does not currently have legislation specifically tailored to the metaverse, these matters are addressed under existing legal frameworks. This makes proper rights clearance and careful compliance measures particu - larly important.
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