Taking the first step towards boosting exposure in local area—Launch of promotional TV programme for football

The Japan Football Association (JFA) and J.LEAGUE, in cooperation with the football associations of each region, their respective J.Clubs, and local broadcast stations, started broadcasting the football TV programme “KICK OFF!” in 30 regions (45 prefectures) in April 2023. (The TV programme was launched ahead of this in October 2022 in the five prefectures of Fukushima, Toyama, Ehime, Kumamoto, and Kagoshima.)
The launch of this football programme in each region marks the first step toward the realisation of the J.LEAGUE Growth Strategy, one of which is “60 clubs will shine in their respective hometowns”. It embodies J.LEAGUE’s hope that the launch of the football programme will help to boost the popularity of football, stir interest in football and clubs in each region while encouraging spectators to attend games at stadiums, and make the clubs shine even more brightly in each of their regions.
“KICK OFF!” not only covers information on J.Clubs, such as reports of game results, a section offering a glimpse into the unexpected aspects of players, and behind the scenes of home games, but also showcases the unique features of each area by looking at the football-related topics of the respective regions, such as primary and junior high school years, high school football, and seniors.
The launch of “KICK OFF!” has increased the exposure of football-related information in news and information programmes by 11.9 times compared to the 2022 season. Coverage in news and information programmes is perceived as a valuable opportunity that allows audiences from a wide range of age groups to gain exposure to football. Similarly, the number of games broadcast was about 1.4 times that of the number broadcast in the 2022 season. In addition, starting from October 2023, TBS has been producing the TV programme “KICK OFF! J” while TV TOKYO has launched the broadcast “SATURDAY NIGHT J.”
In the 2024 season, we will continue to boost the exposure of football-related information across all parts of Japan to generate interest in football and J.Clubs among as many people as possible, and to encourage them to go to the stadiums in person.

J.LEAGUE staff worked closely with the unique clubs in J.LEAGUE to help them shine in their respective regions —J.LEAGUE staff cooperated with each J.Club to boost exposure in the regions. Featuring some of the examples of various initiatives carried out in many regions

IWAKI FC

J.LEAGUE aims to enhance the value of J.LEAGUE and J.Clubs by boosting exposure in local areas, thereby generating greater interest in football and J.Clubs and in turn, promoting the popularisation of football. To that end, it is essential to collaborate with the local media, and J.LEAGUE is working hard alongside J.Clubs to boost exposure.
In a new move by commercial broadcasters to deliver the latest information on clubs within the prefecture to the local community, from spring 2023, Fukushima Television has launched “SATURDAY FOOTBALL FUKUSHIMA,” a promotional programme for Iwaki FC and Fukushima United FC, and Fukushima Broadcasting has launched a promotional feature titled “Geki Oshi! Iwaki FC.”
With a view to strengthening its sports programming from this season, NHK Fukushima has included a weekly broadcast of interview videos with players from Iwaki FC and Fukushima United FC into its evening news programme, which enjoys a large viewership. It is a popular feature among viewers, giving them the opportunity to catch a glimpse of the personalities of individual players who are active in the prefecture.
In addition to reports on game results, NHK Fukushima is also working to promote the appeal of clubs on a regular basis. In this season, it has been exploring new initiatives that can realise the potential of media × football through further mutual cooperation between NHK × Iwaki FC × J.LEAGUE, based on a mutual desire to contribute more significantly to the local community. Positioning “expanding the local fanbase” as one of these initiatives, it carried out a summer event that allowed participants to experience Iwaki FC’s powerful play in 360° VR videos.
NHK is producing a wide range of simulated experiences using VR and applying such technology to create videos that show the Iwaki FC players forming a circle in the locker room before a game, or celebrating after a goal. By experiencing these powerful images through the lens of new technology, it hopes to encourage those who do not usually have much exposure to football learn more about Iwaki FC. After these videos were introduced in the evening news programme, experience booths were set up at events hosted by NHK Fukushima in August, the Iwaki Tanabata Festival, and at the Iwaki FC home game held on October 8, and many people enjoyed the experience in the streets or stadiums through such events. NHK Fukushima and J.LEAGUE will continue to explore new community collaboration schemes to realise the potential of media × football.

Ventforet Kofu

During the 2023 season, Ventforet Kofu competed in the AFC Champions League (ACL) for the second time in history as a J2 club. As it its home stadium, the JIT Recycle Ink Stadium, could not be used, games had to be held at the Japan National Stadium. Hence, efforts were made to boost exposure not only within Yamanashi Prefecture, but also in the Tokyo Metropolitan area through cooperation with the club, with a view to enhancing awareness of Kofu and contribute to generating interest and attracting spectators to stadiums.
The club published advertisements in the Tokyo Metropolitan area, using the catchphrase “#Kofu ni chikara wo” (meaning “Power to Kofu”) and advertisements as a hook to boost exposure in various media channels in the area and thereby enhance awareness. To further boost exposure in the same area, it also held online press conferences attended by the players and manager, before all home games in the group stage. Information was also provided constantly to Tokyo media.
NHK, in cooperation with its Kofu station, produced a documentary that put the spotlight on club staff. In addition to the broadcast of this documentary on NHK General TV and nationwide, Ventforet Kofu’s fierce battles in the ACL were also featured on NHK General TV’s “Sunday Sports” and “Ohayo Nippon.” The players also appeared on programmes by commercial broadcasters to promote the games held at Japan National Stadium, including TBS’ “KICK OFF!” and TV TOKYO’s “SATURDAY NIGHT J.”
As the games were held on weekdays in Tokyo, far away from the home towns, there were serious concerns within the club about attracting spectators after it was decided that the games would be held at the Japan National Stadium. However, in addition to the efforts by club staff, the wide-ranging exposure in the Tokyo Metropolitan area gave rise to a “#Kofu ni chikara wo” movement that drew in supporters of other clubs and created momentum among many J.LEAGUE fans to support Ventforet Kofu. The various media channels also sent out thank-you messages from the players to fans and supporters at the venue, which also lent strength to the “#Kofu ni chikara wo” movement among many J.LEAGUE fans.