This article was originally published in the Brand Finance Football 50 2025 report
Director, Insights,
Brand Finance Asia Pacific
In 2024 the J League welcomed a record breaking 12.5 million fans to its stadiums. This marks a 14% increase from 2023 and surpasses the previous high of 11 million set in 2019. There has been a renewed interest in the game, thanks to J League’s efforts to attract first-time spectators. Initiatives like ‘The Kokuritsu Day’, held at The Japan National Stadium in Tokyo, brought in many local residents who usually don’t travel to matches elsewhere. These events also helped grow the fan base among casual supporters who visit the stadium just once or twice a year. Each of the 13 league matches played on these special dates featured events and promotions in collaboration with prominent artists and IP content. The goal was to reach wider audiences and continue growing the fan base.
On the digital front, J League has expanded its ‘J League ID’ membership platform, where fans can register not just their favourite clubs but also the players they support. A new feature now offers video content through the mini app on LINE, tapping into Japan’s vibrant ‘oshi culture’ - the passionate Japanese fandom where supporters proudly back their favourite idols. This, in addition to official Club J. League app that offers real-time match updates, exclusive content and prizes, has fostered a thriving online community.
Kashima Antlers, who topped this year’s Brand Strength Index (BSI) ranking, have been active in broadening its support base. Recognising that 30-40% of its fans are female, the club has been running promotional activities specifically designed with female fans in mind. Since 2022, Kashima Antlers have held stadium events under the ‘Dear Ladies’ banner, featuring limited edition merchandise and dedicated photo spots. Limited-edition merchandise, co-created with ViVi - a well-known women’s fashion magazine - was sold at the stadium. At the same time, ViVi posted a TikTok video on its official account featuring a stadium tour. With half of its 250,000 followers aged 18 to 24 and predominantly female, the collaboration helped strengthen the club’s appeal among younger women.
Brand Finance’s research found the club earned top marks for being well run on and off the pitch, and ranks third for having passionate fans – a possible reflection of its strong community engagement. Antlers also lead on environmental sustainability, backed by initiatives like closed-loop recycling of plastic bottles at its home stadium.
Gamba Osaka, who came second in the BSI ranking, have collaborated with Panasonic to analyse customer data obtained through ‘J League ID’. By studying stadium visit trends and fan behaviour, the club has been able to segment its audience and send tailored emails to each segment. Furthermore, the club was able to course-correct its post-COVID strategy based on visitor data, shifting its focus from core followers to broader segments such as families, supported by targeted promotions and events. In Brand Finance’s research, Gamba scored highly for ‘Club has iconic sponsors’, likely a result of its partnership with Panasonic Holdings, who have supported the club since its early days as a company club. Other prominent sponsors include Rohto, Asahi Beer, Daikin, Daito Trust Construction, and Daido Life.
Sanfrecce Hiroshima ranks third in brand strength, with its score boosted by the opening of the Edion Peace Wing Stadium and effective use of its app and social media to drive attendance. The club is recognised in the research for its high-quality stadium and strong fan appreciation - factors that continue to support growing crowds and deepen local engagement.