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Chapter2 - The Pioneer of a New Business: Footballsignificant for Nabeshima as an individual, and for Dentsu asa company.Nabeshima and Matsuura were debating one of therules of the high school tournament and the JFA men joinedin. When a match ended in a draw at the ninety-minutemark, the winner was decided by drawing lots. Nabeshimaand Matsuura proposed either changing the rule or abolishingit entirely, instead deciding the result with a penalty shootout.In front of the JFA top brass, Nabeshima was adamant:“Deciding the result by drawing lots is meaningless,” heinsisted. “Introducing penalty shoot-outs is the best way tomake the tournament more exciting.” The four men had ano-holds-barred discussion, and it was Matsuura who finallycarried the day. “I think it’s a good idea to adopt penaltyshoot-outs,” he argued. “But in the final, the psychologicalshock for any player who misses his penalty will be immense.So I propose that in the final—and only in the final—we don’tintroduce penalties, but instead adopt a format where bothschools are declared winners.” Penalty shoot-outs, excludingthe final, were introduced in the 52nd tournament (1974) andare in use to this day.50