J.LEAGUE has entered its 30th year.
For the overseas audience, in addition to broadcasting based on the sale of broadcasting rights, we have expanded livestreaming on YouTube for countries that we do not currently sell to, and for the first time, built a system to deliver an environment to provide J.LEAGUE game viewing capabilities worldwide.
We have put effort into promoting the J.LEAGUE to countries that are members of the Association of Southeast Asian Nations (ASEAN), particularly through Thai players with regard to Thailand, and by proactively approaching the 270-million population and passionate football fans in Indonesia. Regrettably, Chanathip from Kawasaki Frontale, who helped to drive J.LEAGUE’s popularity over the past seven years, returned to Thailand mid-season. However, Ekanit Panya from Thailand later joined Urawa Reds. The next generation of players aiming for the J.LEAGUE has begun to emerge from the generation of players who played actively in the AFC Champions League and other major competitions and led the Thai sector in its early years.
In summer, we invited Manchester City FC (England) to Japan. Other powerhouses from across the world, including FC Bayern München (Germany), Paris Saint-Germain (France), Celtic FC (Scotland), and Al Nassr (Saudi Arabia), also came to Japan to play against J.Clubs. In addition to drawing the attention of football fans from all parts of Japan, this also helped to accelerate international exchange.
Urawa Reds won the ACL for the third time in May. With the recent successes of the Japan National Team and increased activities of Japanese players in the top European leagues, Japanese football is gradually gaining recognition at the top level globally. Going forward, there are expectations on how J.LEAGUE will further transform its value, and of the expansion of business opportunities overseas, including in regions beyond ASEAN.

Promoting exchanges with ASEAN countries

Thai Life Insurance J.LEAGUE ASIA CHALLENGE 2023/24 powered by MEIJI YASUDA

Following on from the competition held last year, the third Thai Life Insurance J.LEAGUE ASIA CHALLENGE 2023/24 powered by MEIJI YASUDA, was held in Thailand in December 2023. This was the first tournament to be sponsored, with J.League title partner Meiji Yasuda Life Insurance as the Gold Partner. For the game between Muangthong United and Hokkaido Consadole Sapporo held in December, an estimated 900,000 people watched the game on terrestrial broadcast in Thailand in addition to the spectators at the stadium, and YouTube broadcasts by local broadcasters recorded as many as 400,000 hits.
A game between BG Pathum United and Cerezo Osaka is scheduled to be held for the second round of the competition in February 2024.

Thai Life Insurance J.LEAGUE ASIA CHALLENGE 2023/24 powered by MEIJI YASUDA

Thailand

J.LEAGUE remains popular in Thailand. Chanathip, who played for Hokkaido Consadole Sapporo and Kawasaki Frontale, helped to drive J.LEAGUE’s popularity in Thailand for many years. Although he left Japan in June, other Thai players later came onto the J1 scene, including Supachok who plays for Hokkaido Consadole Sapporo, and Urawa Reds’ new player, Ekanit Panya. Furthermore, with the purpose of developing young players in Thailand, the J.LEAGUE Youth Challenge was held in Thailand in October, following on from 2022. 14 teams from around Bangkok participated in the event and battled fiercely in the games.

Vietnam

In October, eight U-17 elite players recommended by the Vietnam Football Federation were invited to the J.Club Academy. They were split up among Mito Hollyhock, Yokohama FC, and Jubilo Iwata, and participated in training under the respective Academies.
According to the trainers from the clubs that accepted the players, some of the players possessed skills that were sufficient for them to participate in the J.Club Academy. Going forward, we will further explore ways to create opportunities to promote overseas projects through such training exchanges.

U-17 elite players from Vietnam who participated in training at the J.Club Academy

Indonesia

Indonesia is a country that is passionate about football, with more than 80% of its people said to be interested in football (according to J.LEAGUE’s overseas market survey). The FIFA U-17 World Cup was held in Indonesia in 2023, generating even greater buzz on football topics within the country.
After an Indonesian player, Arhan, joined Tokyo Verdy in 2022, the club saw its social media followers jump more than tenfold. In 2023, J.LEAGUE and J.Clubs continued to implement various activities in Indonesia.
In May and December, three public-viewing games were held locally. More than 300 Indonesian fans attended and enjoyed watching the J.LEAGUE games.
In April, Shonan Bellmare partnered with ASIOP Football Academy, an elite school in Indonesia, to open an ASIOP×Bellmare football school in Jakarta. This school, run mainly for Indonesians and Japanese, operated under the Shonan method.
Similarly, Cerezo Osaka partnered with Asiana Soccer School, an elite school, in June. It has started to build relationships with a long-term vison, providing the player development and club management knowhow that Cerezo Osaka takes pride in, accepting youth players from Asiana Soccer School, and dispatching coaches. At the same time, an Indonesian female player also signed a contract with Cerezo Osaka YANMAR LADIES. The press conference for the partnership was attended by the Chairperson of the Football Association of Indonesia, Indonesia’s Minister of Youth and Sports, the Ambassador of Japan to Indonesia, and the Ambassador of the Mission of Japan to ASEAN, and attracted members of the press from more than 50 companies in Indonesia, signalling the strong interest that the event generated.
In addition, Tokyo Verdy and Ventforet Kofu held football clinics in Jakarta.

ASEAN-born players in J.LEAGUE in 2023

To promote player exchanges with ASEAN countries and improvements in level, J.LEAGUE has established a system that allows players from inter-league partner countries to be contracted outside of the foreign player quota. In 2023, five ASEAN-born players were registered in J.LEAGUE (of whom three were in the J1 League). Partly due to the boost provided by this system, in the 12 years since the start of J.LEAGUE’s Asian promotion strategy in 2012, 64 ASEAN-born players have been affiliated to J.LEAGUE.

Overseas broadcasts

Track record of overseas broadcasts

Overseas broadcasts in 2023 covered about 20 countries with a focus on Asia, but also including Europe, Middle East, Africa, and Australia, and were provided by the broadcasters of the respective regions. In other regions, four matches of each section of the J1 League were distributed, with play-by-play commentary in English, on “J.LEAGUE International,” the international edition of J.LEAGUE’s official YouTube Channel. J1 matches were broadcast worldwide in conjunction with broadcasts on the broadcast stations. Viewership was high in Indonesia and Hong Kong, where the time difference was small and the games were promoted in the local languages. A certain number of viewers was also recorded for each section in the U.S., Brazil, and UK.

Social media reach

International editions of social media channels

In addition to information dissemination through the existing English editions of various social media channels, in 2023, effort was also put into social media publicity in other languages such as Thai and Indonesian. The international editions of social media channels recorded a reach of 3.3 million followers worldwide (cumulative) and 860 million yearly (as of December 2023).

Fixed-point surveys

Record-high awareness of J.LEAGUE in Thailand and Indonesia

Fixed-point surveys on awareness and interest in J.LEAGUE, which have been conducted since 2017 with a focus on ASEAN countries, were also implemented in 2023. Awareness reached record highs in the high-priority countries of Thailand and Indonesia.
In Thailand, we succeeded in maintaining awareness of J.LEAGUE amidst a trend of declining awareness of multiple foreign leagues in Europe and Asia, and despite the move of Chanathip, the player who had driven J.LEAGUE’s popularity in Thailand, to the Thai league.
In Indonesia, awareness grew significantly by 4.5% compared to last year.