Recently, there has been increasing discussion on promoting college sports and establishing the National Collegiate Athletic Association (NCAA) in Japan. The objectives of this study were to analyze the nature of these discussions on the NCAA in Japan and to determine the obstacles to its establishment. Originally, the Japanese government’s incentive for promoting college sports in Japan was to revitalize the economy. This linking of sports to economic development was consistent with expert critical opinion. The Ministry of Education, Culture, Sports, Science and Technology in Japan also promoted sports as a way to develop character and create a conducive environment for both sports and study. In some areas (such as Kanto and Kansai), meetings were held to discuss the formation of an NCAA conference. These efforts were not made throughout Japan, however. Furthermore, university preparations for joining the NCAA were delayed. This study concludes that, in order to establish the NCAA in Japan, future policy must 1) elicit and incorporate bottom-up proposals from collaborating colleges in each and every region, 2) develop human resources and organizations for the management of college sports, and 3) strengthen the culture of college sports through the cooperation of PE teachers and sports science researchers in colleges.