MIE Honda HEAT is Honda’s rugby team based in Mie Prefecture, and competes in the Japan Rugby League One, the highest level of professional rugby competition in Japan. The team has been promoted to Division 1 in the 2023-2024 season, facing new challenges. The team’s key members describe their enthusiasm, the team’s appeal, and their dreams.

The team pushed through bitter experience and stormed into Japan’s top tier competition

“Japan Rugby League One” is the highest level of professional rugby competition in Japan. It is divided into three divisions in order of strength: Division 1 (12 teams), Division 2 (6 teams) and Division 3 (5 teams). These teams are based in various cities in the country and are on a quest for victory.

“MIE Honda HEAT” is a team based in Suzuka City. Yoshihito Maeda, the General Manager, is responsible for everything including the team’s action policy and formation. Since 2015, he has been involved in strengthening the team and was instrumental in the team’s promotion to Division 1, the top tier competition in Japan. However, the team had experienced a lot of bitterness and frustration up to this point.

- When League One was formed in 2021, the Honda HEAT started in Division 2 of the three divisions. What were your thoughts at the time?

Maeda

In the 2017-2018 season, we won the Top Challenge League (equivalent to the current Division 2) without losing a single game, and the following season we finished ninth in the Top League (equivalent to the current Division 1). Our performance was just as good as other teams’. But we struggled to develop ourselves to deliver results during the pandemic, and this gradually widened the gap with our competitors. We played our first season against the odds with the determination to win promotion.

"We want to 'stay connected’ as a team no matter what," Maeda says. The team’s attitude of never losing focus and never giving up takes root

- In the first season, the team had the misfortune to be without some players due to COVID in the promotion/relegation games as the team attempted to move up to Division 1.

Maeda

A number of our players tested positive just before the promotion/relegation match. They missed the match and we lost the first game. Despite winning the second game, we failed to gain promotion on score difference. It was very frustrating. But at the same time, the way we played made us believe we were good enough to get promoted. This led to our promotion the following season.

By a strange coincidence, Honda HEAT played the 2022-2023 promotion/relegation match against the same team as they did the previous season. Two successive wins secured the long-awaited promotion
(Click here to watch the video)

The players worked really hard last season and the team won both games in the promotion/relegation match. A single point separated us from defeat, but it felt like miles thanks to the tireless efforts that brought us here.

- Kieran Crowley, the legendary coach of several teams including Italy at the World Cup, is the team’s new head coach for this season as the team prepares to take another step forward in player development. What are you trying to improve and can you talk about the concept?

Maeda

The team needs Kieran, our new head coach, to step up to the next level.
In recent years, we have had more players from around the world dedicate their lives to rugby in the Honda HEAT. We approached Kieran because we wanted a head coach who could dedicate his life to rugby and had a lot of experience on the world stage to respond to their feelings.

At the Wakayama camp, which started immediately after Kieran joined the team. He quickly demonstrated his passionate coaching style

- What made you decide to choose him?

Maeda

The team will not become a sustainable winner by delivering short-term results. Kieran has extensive experience of leading national teams and delivering long-term results. He is exactly the kind of person we need. When we interviewed him, we found that he was passionate, young at heart, and most importantly, he cared about his players. It really matters. One of Honda’s Fundamental Beliefs is “Respect for the Individual”, and the Honda HEAT cares about our players. I thought we had something in common.

- As part of the team development, the Honda HEAT have entered into a partnership agreement with Harlequins, a prestigious rugby club in England, and two players were sent to London to train with Harlequins this past summer.

Maeda

Players can learn a lot from teams abroad, both technically and mentally. It’s like a breath of fresh air for the team. English rugby clubs are renowned for their powerful forwards and precise control of the game by their playmakers. Under their tutelage, the players who stayed in England have grown a lot.

In addition to the player development, this partnership has also given us a marketing boost. For a long time, as a company sports team, income was a lower priority. But now, the Honda HEAT is set to become the first Honda sports team to be commercialized. There is a culture in the UK that “sport can make money” across the country and we can learn a lot from that about what we can do for business.

Shogo Nezuka, one of the players who spent around three months in England training with Harlequins, felt his development

The captain sees how the team has grown to become competitive in Division 1

Division 1 is the stage on which many quality players, including former World Cup players who represented their countries, play and showcase their world-class game. This is Japan’s top tier competition, and the Honda HEAT is up for the challenge. Ryo Furuta, the Captain, describes the team’s approach.

Furuta

In a nutshell, the Honda HEAT rugby is “exciting rugby”. The team challenges to the last second with passion and relentless pursuit throughout the 80 minutes of a match. This is the strength of the team. All members play as one team to make the game exciting for the fans to watch. We hope to touch the audience emotionally and influence them in a positive way.

The team is made up of different cultures with many players from abroad, but they work together as one team for the goal

- As captain, what challenges did you face in the game?

Furuta

In my first year as captain, I struggled with how to communicate my thoughts to the team with many experienced players. I went through a difficult and frustrating period, and I now think it is important to communicate in a straightforward way rather than overthinking. This should improve communication with everyone. But it’s easier said than done. I still struggle and repeat trial and error.

I try to be a man of my word. The team will listen to me if I do what I say: otherwise, the team won’t follow and development would be difficult. I show them what we need and communicate with them. I always keep that in mind.

- The team has had a new head coach and new players this season. As captain, have you noticed any changes?

Furuta

We have had more experienced members who are a great help to the team as they often give advice to the younger players. As captain, I am also influenced by the way those top players are leading I’m sure we can still grow and develop together.

Kieran, our head coach, is usually very calm and gentle. But when it comes to the rugby, he flips the switch and communicates with us with passion. He is very open to questions and talks to us a lot. We get on very well.

Ryo Furuta has been captain since his third year with the team and plays flanker, a physically demanding position

- With the increasing diversity in your team, what do you, as captain, try to keep in mind in terms of team building?

Furuta

First and foremost, communication, including general greetings. I actively try to start a conversation.
We also try to get into the habit of always striving, so that no one in the team gives up during the match. It is therefore important that everyone understands their role on a regular basis, including during training sessions.

If you don’t know your role, you can’t put in the effort, you can waver and you can’t perform to the best of your ability. You have to understand your role, and you give it your all, whether it’s a training session or an official match. I try to instill this idea into my team.

Honda HEAT forwards at full power in a training session. The whole team worked hard on various training plans at the camp

The team stays close to the community and is driven by passion to play and make their dream come true

The team’s Division 1 challenge kicks off on Saturday, December 9th. Kieran Crawley, former Italian head coach and new Honda HEAT head coach talks about the challenge he faces.

- You spent most of your coaching career working with national teams, and now you are taking on a corporate team in Japan. What made you decide to join the Honda HEAT?

Kieran

After receiving an offer from Honda, I took a look at the company to see what it was like. The company has an innovative spirit and an attitude of valuing dreams, symbolized by the company slogan “The Power of Dreams”.

My rugby philosophy is to respect the culture of the country and the team, appreciate each player and build a team with a strong bond like a family. In this respect, I thought I could help Honda, where they have a motto of “Respect for the Individual”. Honda's multi-faceted commitment to sports including motorsports, athletics, and baseball deeply impressed me, leading me to pursue an opportunity to work with them."

Franco Mostert (far right), who contributed to the South Africa national team’s victory in the recently concluded 2023 Rugby World Cup, and Viliami Afu Kaipouli from Tonga (far left) also attended the rally event

- Is there a sense of Honda culture in the Honda HEAT rugby?

Kieran

Unlike the teams I coached before, most of our players also work for Honda, which is very interesting. They work in the company and are familiar with the corporate culture. I feel this in the team through meetings and other occasions.

- What contributions will your coaching style bring to the Honda HEAT’s growth?

Kieran

Building a strong team culture is my forte. The Honda HEAT has already built a positive culture, and I want to use my experience to further strengthen it.

It is also important how much responsibility I can give to each member. There will be times when things go wrong, but I want everyone to take responsibility for dealing with the situation and find solutions.

The Honda HEAT, with Kieran Crowley as head coach and a passionate local fan base with a big dream, now face the challenge of competing at the highest level in Japan. What will the new season bring for the Honda HEAT as it tries to “form a united front with the local community”?

Maeda

By enhancing communication with the regional administration and Board of Education, we have recently fostered a sense of collaboration and seen growing community expectations in our activities from the local community. We have had opportunities to give talks about “consideration” and “dream” in moral education at more than 30 elementary schools a year. They are opportunities to help players grow as well, so we really appreciate it.

“HEAT Lesson” at a local elementary school. Using body movements, the players talk about the importance of teamwork

Maeda

The team will start the Division 1 competition as a challenger. More than anything else, we need to keep our spirits up and keep challenging ourselves. Right down to the last second of the 80-minute match, we will be playing rugby in the Honda HEAT style.

Furuta

I think that experienced players, top players, and young players all work hard together and learn from each other. I’m just excited to see how far I can go as an individual and as a team, and to have the opportunity to be able to play alongside the World Cup players. I want to challenge and see how our game stacks up against the strong and tough competition while staying true to the Honda HEAT style of play.

Honda’s slogans are “The Power of Dreams” and “How we move you”. They also talk about their “dreams” of being active members of Honda.

Maeda

My dream is to be the “strongest, most respected, and most loved”, and by “most” I mean the best in Japan.
Honda has a challenging culture and our team belongs to Honda. It is our job to show our tenacious attitude to Honda associates and fans and cheer them up, and I want to remain steadfast until the end.

Yoshihito Maeda is always on site at training camps to watch over the team. The team fights tooth and nail in the face of headwinds and has made it to the big moment in Division 1

Furuta

As a member of Honda, I want to help the team grow and become a winner. I don’t want to be complacent; I’m always trying to ask myself what I can do to be a better captain. I was always moved by the way Ryota Kobayashi, former captain, led the team, both in his actions and in his words. My commitment as captain is to surpass him as much as possible and lead the team to victory.

Kieran

Becoming the No.1 team in Japan in four years is my dream right now. It is very difficult, but when our dream comes true, I’m sure it will touch many people’s hearts. Franco Mostert, who played for South Africa in the World Cup and helped them to two successive victories, said that it was the culmination of seven years of hard work. By comparison, our four-year challenge may be much shorter. But we are looking forward to seeing how much we can do and push ourselves to achieve this goal.

The team’s group photo at the end of the Wakayama camp – After completing a fulfilling training camp, they look determined and anticipated to take on the new challenge