Japan's national football team has been a regular sponsor of the World Cup, but in recent years, the company has lost its sponsorship. Japanese companies such as Victor, Fuji Film Holdings, and Seiko Group have been sponsors of the World Cup from 1982 to 2002, 1982 to 2006, and 1978 to 1994, respectively. What are the reasons why Japanese companies have lost their sponsorship? We will explain four reasons from the perspective of experts. First, the decline in brand recognition is cited. Japanese companies have lost their sponsorship because their brand recognition has declined. Japanese companies can no longer use the World Cup to promote their brand to people around the world. Next, the increase in costs is cited. Sponsoring the World Cup requires a huge amount of money. Japanese companies have lost their sponsorship because the cost of sponsoring the World Cup is too high. Furthermore, the difficulty of differentiating from competing companies is cited. Japanese companies have lost their sponsorship because they find it difficult to differentiate themselves from competing companies. Finally, the change in World Cup rules is cited. The World Cup rules have changed, and Japanese companies have lost their sponsorship.