― First, please introduce yourself.

Yoshimura:I’m Mayuko YOSHIMURA, the main coordinator for Be Supporters, from Suntory Wellness’s Corporate Planning Division.

Aoyama:I’m Yuuka AOYAMA from the Social Engagement Group at J.LEAGUE’s Sustainability Department. I have been engaged in hometown activities since approximately 2007, which consequently led to my involvement in this field since the launch of SHAREN! in 2018.

― It started with four clubs initially.

Yoshimura:We first attempted to establish a supporters’ club with Kataller Toyama in December 2020. When we offered club shirts to residents who typically remained in their rooms and did not engage in recreational activities, they smiled and responded, “I’ll give one a try as well.” The staff recognised great potential, and we officially launched in 2021.

― This project appears to focus on fostering an inclusive society through the power of football and sport. What are your thoughts on that impact?

Aoyama:When SHAREN! launched, senior citizens were one of the four priority themes in its second year. Therefore, we sought to implement the Be Supporters! initiative and were looking for corporate partners to collaborate with us. At the same time, we presented the idea to clubs. In 2006, following the passage of the revised Long-Term Care Insurance Act, the Ministry of Health, Labour and Welfare approached J.LEAGUE with a request for collaboration, which led to J.LEAGUE’s Care Prevention Programme in 2007. Although the government-funded programme concluded after two years, many clubs continued through contracts with local authorities. I believe this experience laid a foundation for Be Supporters!

The strength of J.LEAGUE lies in its clubs nationwide, and SHAREN! involves more than two stakeholders—in this case, clubs, J.LEAGUE, Suntory Wellness, local governments, and care facilities. This network has enabled us to start effectively. We possess a platform to collaboratively address local issues with corporate partners and community members. This is the value that football and J.LEAGUE bring to society.

― You’ve both been involved in this project for nearly four years. Do you have any memorable moments?

Yoshimura:There are many stories, but one that stands out involves “Teruko-san” at a facility in Kobe. She was a huge fan of Noriaki FUJIMOTO during his time with Vissel Kobe in 2022 and continued to support him after his transfer to Kagoshima United FC in 2023, where he had also played in the 2016–2017 season. Observing this, the facility staff suggested she could travel to Kagoshima to cheer him on. Through Be Supporters!, Teruko-san became kinder and more communicative with various people, revealing new aspects of herself to the staff. This sparked a desire to support Fujimoto even more and led to a trip to Kagoshima with the staff in late September. The facility funded the trip through crowdfunding, with particular backing from Kagoshima supporters.

©Kagoshima United FC

©Kagoshima United FC

Yoshimura:In Kagoshima, fans and supporters surprised her with a greeting of “Welcome back, Teruko-san” alongside gifts of Fujimoto merchandise. The day prior, Fujimoto himself posted a message on X saying, “Looking forward to seeing you.” These gestures fostered wonderful connections that were truly touching.

Aoyama:Rather than focusing on specific episodes, what stands out is the enthusiasm with which both the elderly residents and facility staff engage in the programme. Although facility staff often encounter various challenges in their supportive roles, witnessing the connections that develop with residents and observing their increased energy is truly uplifting. They become excited about J.LEAGUE matches and clubs. It’s wonderful that J.Clubs can contribute in this manner, and I’ve heard it even helps decrease staff turnover, as people are keen to work at facilities that organise Be Supporters! Therefore, this activity is also addressing various other challenges effectively.

― The programme has expanded from four initial clubs to twenty this year. What changes have you observed?

Yoshimura:In 2022, we initiated a special Respect for the Aged Day project called “Messages of Support from Life’s Seniors,” where senior citizens created support banners for clubs and players. Beginning with ten clubs, the project expanded to twenty clubs the following year and steadily grew in influence. The Be Supporters! programme has also become more appealing as it has been refined, with clubs continually generating new ideas. The enthusiasm of the clubs, upon realising they are making a difference in the community, has significantly propelled this expansion.

Yoshimura:A 107-year-old grandmother sent a message saying, “Enjoy football until your last breath.” When some wished to write detailed messages of encouragement but found it difficult due to shaky hands, they instead made handprints. There is a lovely photograph of a player painting an elderly lady’s hand during his visit to a care facility. Witnessing the excitement and connections that arise from club staff thinking creatively about what is possible is truly heartwarming. There are excellent outcomes.

― The club staff appear to approach this with great sincerity. Do you have a future vision or challenges you intend to take on through this project?

Yoshimura:Certainly, we wish to encourage greater participation from a diverse range of individuals across various regions nationwide, including those areas where we are already engaged. At present, our focus is on facilities and clubs, yet there is vast potential to involve many more people. We aim to appeal to more community members, reach out to those living alone who often remain at home, as well as individuals who feel isolated, to encourage their involvement in the support message activities. Our goal is to forge deeper connections by including those who struggle to take that initial step and by establishing spaces for communal participation.

Aoyama:There was even an older man who practised to be a flag bearer.

Yoshimura:Yes, there was a gentleman with a prosthetic leg and a pacemaker who, when facility staff asked if he would like to be a flag bearer, said, “If everyone’s doing it, I’ll give it a try.” Instead of prescribed rehabilitation, staff noticed him practising walking independently. Through Be Supporters!, staff discover residents’ potential, and when they see someone making such an effort, they encourage that person to attempt something else next. As this begins to create a positive cycle of mutual understanding, I feel it gradually improves relationships.

― Carrying the flag during that match truly inspires people to walk, doesn’t it?

Yoshimura:Support for football may not be common among older generations. We frequently hear that staff members who are also new to football can form connections with residents by working together towards a common goal. Becoming a supporter is quite simple and accessible, allowing everyone to enjoy it collectively. The existing supporter culture of the J.LEAGUE ensures that stadium supporters naturally welcome them, creating a positive effect on Be Supporters!

©Shimizu S-Pulse

©Shimizu S-Pulse

― What are your thoughts on J.LEAGUE’s principle of “community-based ,clubs” and its future role in creating an inclusive society?

Aoyama:For the sake of inclusivity, it is essential that everyone can enjoy themselves in these spaces. To that end, we hope J.Clubs will continue to do what they can and fulfil crucial roles in their communities, and we aim to support that. As Ms Yoshimura previously stated, being relied upon and asked for assistance becomes meaningful, especially as these opportunities often diminish with age. We hope this contributes to such positive experiences and offers some hopeful envisionments that individuals can feel secure about ageing if a society and environment where they too will find happiness in their senior years, thinking, “Even if I develop dementia, I might still enjoy life.”

Yoshimura:On our social media, fans and supporters often express sentiments like, “I want to be an old lady like her” or “I hope my future care home provides this too,” which is truly gratifying.

― Through photographs, videos, records, and narratives, it conveys reassurance about ageing, showcasing these positive possibilities for the future despite the fact that everyone ages naturally. It’s wonderful that J.LEAGUE and football are enabling this.

Aoyama:In European club facilities and training grounds, you often see older individuals watching practice and playing chess in the attached restaurants. That is their culture. It would be lovely if seniors in Japan could spend their time in a similar way. While it might differ from Be Supporters!, it would be delightful if everyone had a place to go, with J.Clubs serving as hubs, maintaining connections with clubs, football, and J.LEAGUE even after entering care facilities. It would be enjoyable if things developed in that direction.