What is Hospitality Business?

Business involving the planning, selling, and operation of high-added-value tickets for special experiences that combine space × content × service

Background

(1) Hospitality Business Environment

In Europe and North America, hospitality (premium) business is an established revenue pillar, creating economic and social value, and expanding at an ever faster pace. A recent trend in stadium renovations in Europe and North America is “the expansion of hospitality areas.” While hospitality seats account for approximately 1% of all seats in the J.LEAGUE currently, they average over 20% in Major League Soccer (MLS), North America’s professional football league, and this proportion continues to grow through further renovations. In Japan, due to declining population trends, it is becoming necessary to focus on quality (spending per capita) in addition to quantity (number of attendees). The high-spending segments (growth companies, small and medium-sized business owners, high-income earners, etc.), which are targets for hospitality business, are also growing in Japan and have potential. ※Source：Global Sports Hospitality Market Insights, Forecast to 2029 / QYResarch(2023)

(2) J.LEAGUE’s Revenue Situation and the Gap Globally
On the other hand, currently, J.LEAGUE and J.Clubs have not monetised much hospitality business, with the exception of some clubs. Based on estimates from J.LEAGUE’s proprietary club survey, the scale of hospitality-related revenue is currently only approximately 6% of the English Premier League.

(3) Business Characteristics and Potential

While hospitality is a growth sector with significant potential revenue impact, it is still undeveloped, and there are challenges for the J.LEAGUE and J.Clubs as a whole in establishing such business. Against this background, for the medium- to long-term expansion of J.LEAGUE’s overall revenue, there is significant room for growth in hospitality business, but in reality, many clubs have not been able to tap into this. Therefore, the league has taken the lead, with the Hospitality Business Team of the Business Marketing Division taking charge and launching the “Hospitality Business Promotion Project” to bridge this gap between potential and the current situation. ※Reference: FY2023 Sports Industry Growth Promotion Project, “Sports Hospitality Promotion Project” Results Report (Published Detailed Version), March 2024, Deloitte Tohmatsu Financial Advisory LLC

Challenges and Needs of Clubs

Challenges vary significantly from club to club and are complex, requiring fundamental changes to existing services and the involvement of multiple departments.

Based on interviews with club staff and other sources, the league decided that the first step should be to formulate the project’s basic policies and plans, and to provide “information support,” which was the area of greatest need.

Basic Policies and Plans for the “Hospitality Business Promotion Project”

＜Full-Scale Launch in 2025＞

• ・Club Support: Starting with information support → Establishment of Hospitality Business Lab with voluntary club participation
• ・Accumulation of J.LEAGUE Knowledge → Sales and operation of hospitality tickets at J.LEAGUE-hosted matches

2025 Season Initiatives

Club Support

(1) Study Sessions Study sessions were held, with experts on hospitality business and club staff who have already worked on hospitality business being invited and participants learning about the basic concepts of the business and examples at clubs. Four sessions were held in 2025, with plans to continue them regularly. (2) Site Visits A program to learn on-site about advanced examples of hospitality venues and business. In 2025, the visit was held at PEACE STADIUM Connected by SoftBank, the home stadium of V-Varen Nagasaki, which launched its hospitality business with the opening of its new stadium. (3) Development of Knowledge-Sharing Mechanism A mechanism was established for sharing best practices from around the world using communication tools.

Results of Club Support

In the first year, 51 clubs participated in the lab. The interest level at each club has increased, and more clubs are considering engaging in hospitality business. Meanwhile, in response to the need for further information provision, the league’s policy is to continue focusing on information support in 2026. The league will create a new mechanism for sharing know-how among clubs in the field of corporate-oriented hospitality business.

Key Topic of the 2025 Season

To practice hospitality business and accumulate knowledge first-hand, the J.LEAGUE sold and operated hospitality tickets at the J.LEAGUE YBC Levain Cup Final.

Overview

Four types of premium plans were offered

1.PLATINUM

A special exclusive plan offering pitch-side ceremony viewing, bus arrival viewing, and press conference venue tour.

Price (tax included)	¥150,000
Services	・Special seating area (cushioned seating) ・Private entrance ・Buffet and free drinks service in lounge ・Bus arrival viewing ・Pitch-side ceremony viewing ・Press conference venue tour ・Post-game pitch walk ・Trophy display ・Former player visit ・Exclusive merchandise

2.EXPERIENCE

A special experience plan allowing warm-up viewing right next to the pitch and post-game pitch walk.

Price (tax included)	¥65,000
Services	・Special seating area (cushioned seating) ・Private entrance ・Buffet and free drinks service in lounge ・Pitch-side warm-up viewing ・Post-game pitch walk ・Trophy display ・Former player visit ・Exclusive merchandise

3.LOUNGE

A plan to enjoy the match in a special area with cushioned seating at the Japan National Stadium and buffet and drinks service in the lounge.

Price (tax included)	¥5,000
Services	・Special seating area (cushioned seating) ・Private entrance ・Buffet and free drinks service in lounge ・Trophy display ・Former player visit ・Exclusive merchandise

4.GOURMET CLUB

A plan to enjoy special buffet and drinks at a French restaurant in Meiji Park next to the stadium.

Price (tax included)	¥45,000
Services	・Special seating area (cushioned seating) ・Private entrance ・Buffet and free drinks service at restaurant outside the stadium ・Former player visit ・Exclusive merchandise

Results Achieved

80% of planned ticket sales were sold. While the ticket sales represented 1% of total tickets sold, revenue accounted for 10% of total ticket revenue, achieving results that exceeded expectations.

In addition, customer surveys showed high ratings for activities such as former player visits that allow customers to interact with former players, and the lounge space. However, they also revealed room for improvement in the food and beverage service in the lounge and traffic flow management.

Future Outlook

The J.LEAGUE will conduct trials at J.LEAGUE-hosted matches to deepen knowledge, share that know-how among clubs, and promote business development across the whole of J.LEAGUE.

※The information published is current as of December 22, 2025.