Overview of J.LEAGUE’s Global Business

Since its inception in 1993, J.LEAGUE has championed its “J.LEAGUE Asia Strategy” with an eye towards the development of football across Asia, aligning with its mission “To contribute to international friendship and exchange.”
Since 2023, as part of a growth strategy for J.LEAGUE’s “Next 10 Years,” the organisation has set goals of a “J.LEAGUE that can win titles in Asia and take on the world,” “Japan National Team members from European League clubs and J.LEAGUE clubs,” and “Boost total J.LEAGUE sales by 1.5 to 2 times.” Growth themes were established on two axes: “All 60 clubs shine as a beacon for their various regions/communities” and “Top-tier clubs shine as providers of national content.”
The globalisation of J.LEAGUE is vital to realising the vision for the “Next 10 Years.” By establishing a European base and promoting initiatives to increase touchpoints (points of contact) between the European football market, which is currently the global standard, and J.LEAGUE and J.Clubs across various areas, we accelerate J.LEAGUE’s strategy through creation of flows of information, personnel, and money. We also collaborate with each J.Club to support their overseas expansion. In 2025, approximately 30 clubs made around 100 overseas trips related to global business, working to expand overseas operations as new opportunities alongside domestic business, including partnerships with overseas clubs, the sharing of youth development and management expertise, and securing sponsorships from Japanese and local companies for the club’s overseas activities.

Activities to Raise Global Presence

Participation in the World Football Summit (WFS) Hong Kong

The World Football Summit, held annually in various countries, primarily in Europe, was held in Hong Kong in September 2025—the first time in Asia. J.LEAGUE was invited to participate as a panellist.

Corporate Executive Officer Tetsuya AIDA (Global Business Division) took the stage alongside a representative of J.Club Kashima Antlers for a panel discussion on sustainability action in the football industry.

Participation in a Sports & SDGs Forum, a Project of the Mission of Japan to ASEAN (at Jakarta)

This project by the Mission of Japan to ASEAN began in FY2024. In FY2025, workshops were held for football associations, football leagues, and stakeholders, including sponsors, from three countries—Indonesia, Cambodia, and Thailand—to share J.LEAGUE and J.Club sustainability-related activities. J.LEAGUE and J.Clubs were invited to each workshop and delivered presentations on J.LEAGUE’s case studies.

In April, J.LEAGUE was invited to the “ASEAN Football 4SDGs Forum” in Singapore, which was attended by the Japan Sports Agency, the Mission of Japan to ASEAN, sports agency officials from ASEAN countries, and football associations, leagues, clubs, and sponsors from each country. J.LEAGUE delivered a keynote speech at the forum, which generated many questions from participants from various countries about J.LEAGUE’s governance, club management and climate action initiatives.

Asia Strategy

In anticipation of economic growth and population increases in Asia, particularly in ASEAN countries, the development of football across Asia—in both competitive and business terms—is essential for J.LEAGUE to achieve growth comparable to that of European leagues.
Since 2003, J.LEAGUE has championed its Asia Strategy, maintaining strategic partnerships with leagues in various countries and promoting strengthened collaboration with football across the region in a range of domains.

In 2025, many overseas league officials visited Japan, touring J.LEAGUE, J.Clubs, and stadia. Both sides exchanged views on league management, and we had opportunities to share J.LEAGUE’s expertise.

Additionally, Sports Human Capital (SHC), of which J.LEAGUE is a special member, launched an English-languege programme this year. Approximately eight participants from various Asian countries, primarily from J.LEAGUE partner leagues, joined the course, learning alongside domestic participants and deepening interaction.

List of inter-league partner countries

League	year of conclusion
Thai League	2012
Vietnam Professional Football Joint Stock Company	2012
Myanmar National League	2012
Cambodian League	2013
Singapore Premier League	2013
Liga Indonesia	2014
Malaysia Super League	2015
Saudi Pro League	2024

※Players who have nationalities of the leagues listed above are not treated to be foreign players for the squad, but players who have nationalities of Saudi Arabia will be treated as foreign players.

Overseas Broadcasts

Continuing from the previous year, broadcasts in 2025 were provided by local stations in approximately 20 countries, primarily in Asia.
Vietnam (HTV) and Brazil (Canal GOAT and X Sports) joined as new broadcasting partners. In Brazil, in addition to MEIJI YASUDA J1 LEAGUE matches, the 2025 J.LEAGUE YBC Levain Cup was also broadcast.
In various regions, including Vietnam, promotions such as local public viewings were held, and initiatives in each region through broadcasting became more active.
For other regions, two matches per MEIJI YASUDA J1 LEAGUE matchweek were streamed on the international version of J.LEAGUE’s official YouTube channel, ensuring that J.LEAGUE matches can be viewed globally.

Overseas Fan Engagement (Social Media Communication)

J.LEAGUE actively communicates with overseas fans, with its total social media followers exceeding 3 million. Collaborations with KOLs (influencers) and media in Asia, Europe, and the United States are expanding, with a focus on increasing reach to new fan segments.

※All figures as of November 30, 2025

Inbound Business

Promotion to visitors from overseas

J.LEAGUE is focusing on attracting inbound visitors in cooperation with each club, aiming to increase J.LEAGUE’s fan base by getting people from overseas to discover the excitement of the J.LEAGUE viewing experience.

Specifically, on the infrastructure side, we have built and launched a site where tickets can be purchased without membership registration and created A centralized website where fans can find ticket information for J.LEAGUE clubs. On the promotion side, we are delivering digital advertising, sharing information through our official international media. Collaborating with influencers who can reach overseas audiences, and distributing and placing flyers in key locations.

As a result, the number of tickets sold in English for league matches increased from approximately 21,000 in 2024 to approximately 34,000 in 2025 (a 60% year-on-year increase).

※Figures cover league match tickets sold through QUICK Pia and the Pia Inbound Ticket Sales Site.

The top countries/regions of origin for visitors are, in order: Hong Kong, the United States, Australia, the United Kingdom, and Germany.

※Figures cover league matches, J.LEAGUE YBC Levain Cup, ACL Elite, and ACL2 matches sold through Pia’s QUICK Pia and Pia Inbound Ticket Sales Site services.

List of clubs selling tickets in English:

Inbound customer suvey

At stadiums where many inbound tickets were sold, surveys targeting foreign visitors were conducted six times with the cooperation of each club.
Results showed that approximately 80% of respondents were first-time visitors, spending approximately ¥9,000 on merchandise, food and beverages, etc., beyond ticket prices, with particularly high demand for Kits (N=700).

Hong Kong Exhibition

In response to the large number of visitors coming from Hong Kong to At stadiums, J.LEAGUE exhibited at the Hong Kong Sports & Leisure Expo in July. Approximately 7,000 people visited, and J.LEAGUE promotions were conducted to attract more fans and supporters from abroad.

Activities Conducted

• ・Survey
• ・Campaign to encourage people to follow our International social media
• ・Stage event in collaboration with “myTV Super” (local broadcaster)

Supporting J.Clubs’ Global Business

Raising each J.Clubs’ overseas presence is also an important strategy for achieving the growth strategies of “Taking on the world in football” and “Acquire income from overseas”. In FY2025, approximately 30 clubs promoted business activities through approximately 100 overseas trips during the year (excluding youth development tours). J.LEAGUE is also collaborating with each club in various ways to support their global business.

Column：Establishment of J. LEAGUE Europe

President and Representative Director
J.LEAGUE International, Inc.
Kazuo YAMAZAKI

European Base　Accelerating J.LEAGUE’s International Expansion from J.LEAGUE Europe

J.LEAGUE established “J.LEAGUE Europe,” its first overseas base, in London, with operations commencing in January 2025.
Today, many Japanese players are thriving in Europe’s top five leagues and at elite clubs, and it is now commonplace for youth players to aim for the world stage.
However, when we look at club management, front-office departments such as General Managers and Sporting Directors, and coaches, including head coaches, J.LEAGUE has yet to produce world-class talent or major clubs.

How do we bridge this gap between players and club organisations? The key lies in everyone, from executives to on-field staff, being aware of the world on a daily basis.
By increasing touchpoints (points of contact) with the European football world—the global standard—we change awareness, change behaviour, and change results. Our mission is to accelerate the internationalisation of J.LEAGUE and J.Clubs from our European base, thereby strengthening and developing Japanese football as a whole.

Awareness Reform for “Competing on the World Stage,” Starting with European Camp Inspections

As the first concrete step, we conducted an inspection tour of European camps in July. In Europe, it is standard for over 100 clubs to gather in cool environments, such as Austria’s mountain regions, during the summer pre-season to run training camps. With our upcoming season calendar transition, we thought it was time to leap into this community of European clubs.

The impact for a team of 60 to 70 people, including players and staff, spending two weeks in the European market is immense. Beyond mere practice matches, the front office and coaching staff interact, and regular scouting activities take place—inevitably, you feel firsthand how to compete in the world.

We achieved solid results, with twenty clubs from J1 to J3 participating in the inspection. In summer 2026, multiple clubs are expected to actually run European camps, which we consider a major achievement in terms of club behavioural change.

Some worry that “if we play matches against European clubs, won’t our players be poached?” However, the reverse is also true. J.Clubs can go there to scout, discovering currently unknown promising players and young coaches who could become future renowned managers. Europe has many excellent coaches who have studied under elite clubs and famous managers. Before they achieve global fame, J.Clubs have ample opportunity to recruit them. The European camp opportunity is a showcase for both sides.

Scene from the European camp inspection

Overseas Coach Recruitment Project: Learning from World-Class Coaches “What is Needed to Achieve World Standards”

J.LEAGUE Europe is deploying multifaceted initiatives, including visualising playing styles through data analysis, supporting partnerships with European clubs, and matching with Multi-Club Ownerships (MCOs). A symbolic example is the recruitment of Roger Schmidt as J.LEAGUE Global Football Advisor.

It is highly significant that a world-class coach who has won numerous titles in Germany, the Netherlands, Portugal, and elsewhere, and who champions “high-intensity football,” has responded sympathetically to J.LEAGUE’s growth strategy. Under a clear philosophy, Schmidt instils high-intensity play in his players and builds a style in which the entire team plays in coordination. For him, victory is both an objective and the best means of developing players. He does not hesitate to use young players based on performance rather than age or experience, developing them through high-intensity play, thereby increasing their market value and bringing in high transfer fees for clubs.

Success on the pitch, youth development, and business expansion. This virtuous cycle is exactly what J.Clubs need now. We want to continue to powerfully promote such projects to spread his world-class philosophy throughout J.LEAGUE.

A session programme led by Roger Schmidt for coaches

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