PROJECT
J LEAGUE Customer Strategy
Developed comprehensive marketing strategy driving J-League attendance growth and new fan acquisition. Strategy sustained over years, achieving record profits in 2024.
HOW
Marketing strategy to
build J-League’s future.
In 2018, commissioned by then-Chairman Mitsuru Murai, we developed J-League’s marketing strategy. We redefined the league’s purpose: “Making football Japanese culture,” “Making clubs regional culture,” “Enriching lives through sport.”
We segmented fans into six loyalty tiers, from season pass holders to the indifferent, targeting light supporters with one or fewer stadium experiences. Seven personas—families, local patriots, couples, affluent fans—each received tailored UX flows and customer journeys. A self-analysis framework empowered clubs to address their challenges.
We proposed a framework where the J.League itself would take the lead in setting an example—ACTION—showing clubs the path forward by initiating model cases. At the same time, we designed a mechanism that would provide support through subsidies for pioneering club initiatives in partnership with local communities and society, spreading successful practices across other clubs. By systematizing the league–club relationship around these twin axes of ACTION and SUPPORT, we established a structure for the J.League’s sustainable evolution.
【関連サイト】
As league-led concrete ACTIONS, we established five pillars: “Brand & UX Enhancement,” “Stadium Hospitality,” “Community & Social Partnerships,” “Making Football More Accessible,” and “Strengthening League-Club Trust.” We proposed diverse touchpoint innovations: official website and app UX improvements, smart stadium experiences, streamlined merchandise development rules, new customer acquisition through product branding, stadium production, and large display redesigns. Additionally, we created child and beginner-friendly environments and rebuilt club-community relationships—all translated into actionable TODOs.
WHY
Can Japan’s football league
become a beacon of hope
for the nation?
Since its 1991 founding, J-League transformed Japan from football minnow to Asian powerhouse, with players competing on the world stage. Yet approaching its quarter-century mark, the league faced aging brand expressions and declining domestic attention as stars migrated to European clubs. Despite clubs’ extensive community initiatives, their value remained uncommunicated. With parks banning ball games and children drifting from sports, the need for transformation intensified as the 25th anniversary approached.
The average ages and youth proportion of J League attendee
Number of Japanese players in major European Leagues (2000-2025)
WILL
Record revenues
mark the league’s
renaissance.
Shortly after our proposal, J-League confronted unprecedented COVID-19 challenges. Yet emerging stronger, the league achieved historic revenue records in 2024. Our strategy unlocked J-League’s latent power through contemporary experiences and merchandise innovation, creating new fan connections. Witnessing our envisioned future materialize across multiple dimensions brings profound satisfaction to our strategic contribution.
INFORMATION
- What
- J LEAGUE Customer Strategy
- When
- 2018
- Where
- Japan
- Client
- Scope
- Design strategy / Concept development / Promotion strategy support / Promotional items
CREDIT
- Design Strategy
- NOSIGNER (Eisuke Tachikawa)