FENNEL Expands B2B Services With Toyohashi Esports Club

Japanese esports organisation FENNEL is supporting engineering firm Toyohashi Sekkei Co., Ltd. in establishing and operating an internal esports club during its first year.

The agreement is part of FENNEL’s Corporate Esports Club Revitalisation Programme, which launched in October 2025. The service helps companies create gaming communities for employees.

Toyohashi Sekkei specialises in 3D mechanical design and artificial intelligence development. Its workforce includes employees working remotely from locations across Japan. The company created the club to improve communication between departments, age groups and regional offices. Participation is open to employees regardless of their gaming experience or competitive ability.

FENNEL will set up the club’s structure and online environment, moderate regular sessions, manage internal tournaments and organise events featuring its professional players and streamers. It will also support public relations for the club inside and outside Toyohashi Sekkei.

Katsumi Shibata, head of the Toyohashi Sekkei Esports Club, described the programme in a translated press release as an informal way for younger and older employees to connect through first-person shooter, racing, fighting and party games.

FENNEL President and CEO Ryo Takashima said the organisation would use its experience in competitive gaming and entertainment to support long-term employee engagement.

FENNEL also operates the FFL tournament brand and has worked with fashion labels including DIESEL and WIND AND SEA. Its corporate services add to the revenue sources used by Japanese esports organisations alongside sponsorships, tournaments and merchandise.

Crazy Raccoon ended its five-year partnership with PC brand GALLERIA in August 2026. Founder Daichi “Ojiji” Takano later described the organisation’s aim of reaching “sponsor zero,” with revenue coming from events such as CR FES, its own tournaments and streetwear sales.

Companies outside esports are also using gaming in recruitment and employee engagement. In November 2026, logistics company DHL expanded its esports recruitment programme to China at Intel Extreme Masters Beijing. German rail operator Deutsche Bahn runs an esports scholarship for dual-study trainees, while AI company Mecka has used competitive gaming rankings to identify software engineering candidates.

Reviewed and fact-checked by Alex Panasenko on November 12.