Initiative Results

Marketing KPIs

The total annual attendance for official matches in the 2024 season reached 12,540,265, setting a new all-time record that surpassed the previous record from 2019, when attendance first exceeded eleven million (11,000,000). This represents a 14.4% increase year-on-year and a 13.6% increase compared to 2019.
One major factor was the change in the number of clubs. All categories from J1 League to J3 League adopted a 20-club system, increasing the number of J1 League matches from 306 to 380. Combined with other factors discussed below, J1’s total attendance increased by approximately 1.923 million from 2023.

• ※Note: Average attendance per match increased year-on-year across all categories.

9segs survey results (visitors to stadium match, high-interest fans)

In formulating customer strategies to expand our fan base, since FY2021 J.LEAGUE has been conducting the 9segs® survey, a customer-driven marketing framework, in order to better understand the overall market and more precisely quantify the effectiveness of our measures.
The survey maps the five-tier “customer pyramid” with an additional interest factor incorporated. For stadium matches, the survey divides the customers into nine tiers based on desire/intention to attend a stadium match within one year, the number of matches attended in the previous season, experience of attending matches, and awareness of J.LEAGUE. The survey was implemented online, targeting people between the ages of 20 and 69 nationwide. Due to seasonal variations in survey scores, comparisons with the previous year are made separately for June and November, when the surveys are carried out.

In 2024, the volume of stadium spectators rose compared to the previous year: the June survey indicated an increase from 7.6% to 8.2% (+0.6 pt, up 8% year-on-year, with an estimated increase of 400,000 people), while the November survey revealed an increase from 7.9% to 9.3% (+1.4 pt, up 17% year-on-year, with an estimated increase of 933,000 people). Total attendance at official J.LEAGUE matches, including league and cup competitions, grew from 10,965,170 in 2023 to 12,540,265 people, demonstrating not only an increased frequency of attendance by existing spectators but also a growth in the overall number of spectators.
Additionally, the high-interest segment scores displayed consistent growth, with the June survey rising from 17.3% to 18.5% (+1.2 pt, up 7% year-on-year, with an estimated increase of 800,000 people) and the November survey climbing from 16.7% to 18.0% (+1.3 pt, up 8% year-on-year, with an estimated increase of 867,000 people), demonstrating sustained success in enhancing interest in match attendance. When analysing the Kanto and non-Kanto regions separately, both exhibited improved interest levels, with particularly notable increases in the non-Kanto areas, indicating that heightened local exposure and new stadium openings acted as catalysts. The volume of our priority segment (high-interest individuals who are aware but haven’t attended or have ceased attending) rose from 11.8% to 12.1% (+0.3 pt, up 3% year-on-year, with an estimated increase of 200,000 people) in the June survey and remained constant at 10.6% in the November survey. This sustained the volume in the priority segment while effectively converting others into stadium spectators and high-interest fans.

※Note: Estimated figures are derived from the Statistics Bureau of Japan’s confirmed population estimate as of 1 June 2024. The calculations assume there are approximately 66.67 million individuals aged 20 to 69, excluding those who are uninterested in sports, with 1% equating to roughly 667,000 individuals.

Increased Football Information Exposure in Each Region and Success of Initiatives to Attract Spectators to Focused Matches

To realise the goal of “60 clubs shining in their respective regions”—one of J.LEAGUE’s two growth strategies—the Japan Football Association (JFA) and J.LEAGUE commenced broadcasting the football programme “KICK OFF!” in April 2023, in collaboration with regional football associations, local J.Clubs, and local broadcasters. The broadcast area expanded in April 2024, covering 32 regions across 47 prefectures.
In the 2024 season, which marks the project’s second year, efforts were concentrated on supporting clubs’ targeted matches, where they sought higher-than-usual attendance. Through collaboration between clubs and J.LEAGUE staff, alongside promotional and attendance assistance from local media, especially local broadcasters, 46 clubs surpassed their 2023 average match attendance per league match, with 16 clubs achieving all-time records.

The average match attendance per league match Achieving all-time record clubs

Details can be found on this page.

The KOKURITSU DAY Branding and Spectator Attraction Contribution

In the 2024 season, league matches at the Japan National Stadium were branded as the “KOKURITSU DAY,” and the stadium hosted 13 matches: 12 MEIJI YASUDA J1 LEAGUE matches and one MEIJI YASUDA J2 LEAGUE match.

Continuing from the previous year, hosting matches at the Japan National Stadium aimed to achieve two objectives:
(1) Providing opportunities for Tokyo-based fans and supporters who struggle to attend matches at the home stadium to watch the game, while expanding the clubs’ fan base in the metropolitan area (objectives of the clubs); and
(2) Expanding media exposure and cultivating light-level fans who attend one or two matches each year through matches held at an easily accessible stadium within Tokyo’s 23 wards (objectives of the league).

League matches at the Japan National Stadium commenced with Tokyo Verdy vs Yokohama F･Marinos on 25 February, with a total of 13 matches played. The overall attendance reached 654,165 (averaging 50,320 per match), representing 5% of total league match attendance. Tokyo Verdy, who attracted 53,026 spectators for their opening match, and FC Machida Zelvia, who hosted four league matches at the Japan National Stadium during their historic first J1 season, both obtained new J.LEAGUE ID registrations through these matches, which also contributed to attendance at their respective home stadiums: AJINOMOTO STADIUM and Machida GION Stadium.

In non-league matches, the 2024 J.LEAGUE YBC Levain Cup Final, held on 2 November between Nagoya Grampus and Albirex Niigata, attracted 62,517 spectators, marking the highest attendance in the history of the final. Including the FUJIFILM SUPER CUP (FFSC) 2024 and pre-season matches, the average attendance across all 17 matches was around 51,000.

Matches held at the Japan National Stadium featured various productions and collaborations with popular content. The FFSC match between Vissel Kobe and Kawasaki Frontale included a collaboration with NIJISANJI, while the encounter between Yokohama F･Marinos and Cerezo Osaka teamed up with Chiikawa, thereby helping attract new fans and supporters.

©J.LEAGUE

©nagano / chiikawa committee

Effect of New Stadia

The 2024 season saw the opening of new stadia in Hiroshima, Nagasaki, and Kanazawa.

At Sanfrecce Hiroshima’s home stadium, EDION Peace Wing Hiroshima, tickets sold out for 18 out of 19 league matches. Total attendance reached 486,579 (averaging 25,609 per match, up 59% compared to the previous year), with fans and supporters from both within and outside the prefecture coming to cheer on the players performing in this football-specific stadium with its up-close and thrilling atmosphere.
At V-Varen Nagasaki’s home stadium, PEACE STADIUM Connected by SoftBank, which opened with the match against Oita Trinita on 6 October, the average attendance across four matches—three league matches and one playoff match—was 19,223. This represented over 2.6 times the average league match attendance in 2023 (7,300), indicating significant momentum.
In Kanazawa, February 2024 marked the opening of Kanazawa Go Go Curry Stadium, the first football stadium in the Hokuriku region. Zweigen Kanazawa’s average attendance for league matches at their new home reached 5,435, a 29% increase from the previous year.

The opening of new stadium has also resulted in increased visitor satisfaction. Regular J.LEAGUE spectator surveys demonstrate particularly improved scores in pre- and post-match experiences (stadium access) and stadium facilities/services (distance to pitch, giant screens, weather protection), indicating the provision of enhanced, high-value match-day experiences for fans and supporters.

EDION Peace Wing Hiroshima

PEACE STADIUM Connected by SoftBank

Kanazawa Go Go Curry Stadium

“Favourite” Player Promotion and J.LEAGUE ID Favourite Player Registration

The J.LEAGUE ID, a common membership identifier for various J.LEAGUE services, now enables users to register their “favourite players” alongside their preferred clubs. With this feature, a new service called “Oshi Player Videos” allows users to enjoy video clips of their registered favourite players via LINE mini-apps (available on J.LEAGUE’s official account and certain club official accounts). Beginning next season, player-specific video content will also be accessible on the official J.LEAGUE app, “Club J.LEAGUE.” By integrating contemporary “oshi-katsu” (supporting own favourite) culture trends with J.LEAGUE “players,” we aim to attract a wider and more extensive fan base.