Fans, Media and Community Boost Japan’s Record-Breaking J.League Football Club Brands

Japan’s leading football clubs are strengthening their brands as record attendance, growing media exposure and increasingly targeted fan engagement deepen connections between clubs and supporters, according to the Football 50 2026 report by Brand Finance, the world’s leading brand valuation consultancy.

J.League growth: Record attendance and viewership

J.League attendance reached a record 13.5 million in 2025, an 8% increase from 12.5 million in 2024, driven by:

• Increased broadcaster airtime
• Local story-based programs
• National TV exposure
• Digital fan-acquisition campaigns

Match viewership on local TV has also surged 460% since 2022, with growing coverage of J2 and J3 clubs and player-focused storytelling helping broaden the league’s appeal.

Japan’s top football club brands in 2026

1. Kashima Antlers

Japan’s strongest football club brand this year is Kashima Antlers, with a Brand Strength Index (BSI) score of 63.7/100 and an A+ brand strength rating.

• The club remains first for the second consecutive year, supported by initiatives including Hometown Days and Friendly Town Days, which invite residents and commuters from five hometowns and 13 friendly towns to matches for free.
• Kashima’s five-segment digital strategy also enables targeted content designed to build greater fan loyalty.
• The club posted a record 520,615 in match attendance in 2025, averaging 27,401 per match.

2. Gamba Osaka

In second place is Gamba Osaka, with a BSI score of 62.9/100 and an A+ brand strength rating.

• Its average attendance reached a record 30,007 per game.
• Fan engagement initiatives including Gamba Fan Festa and Gamba EXPO have strengthened community connections through merchandise, and a Bon Odori summer festival.
• According to Brand Finance’s market research data, Gamba Osaka ranks first among Japanese football brands for the perception that the club appreciates its fans.

3. Urawa Reds

Rounding off the top three is Urawa Reds, with a BSI score of 58.3/100 and an A brand strength rating.

• The club rises from fourth to third and ranks first among Japanese football clubs for having passionate fans and being exciting and entertaining to watch.
• Club activations including Redsland Undokai and the Ennichi summer festival have helped reinforce its strong supporter culture.

“Japanese football is increasingly becoming a story about how clubs understand and engage their supporters. Kashima Antlers’ sustained brand strength and Gamba Osaka’s stronger fan engagement show how local communities, digital outreach and distinctive matchday experiences can turn record attendance into lasting fan relationships,” says Alex Haigh, Managing Director for Asia Pacific at Brand Finance.

Other notable Japanese football brands:

• Yokohama F. Marinos – BSI score of 55.1/100
• Nagoya Grampus – BSI score of 54.8/100

With record attendance and growing media exposure, Japan’s football clubs have an opportunity to turn stronger matchday engagement into lasting brand value. The J.League’s focus on local communities, targeted fan engagement and digital innovation, including AI-powered match highlights and personalized content for supporters, points to a more data-led approach to building fan relationships.

Global insights

• Real Madrid retains its position as the world’s most valuable football club brand, with brand value rising 25% to €2.4 billion.
• FC Barcelona remains in second place with brand value up 15% to €2 billion.
• The combined brand value of the world’s 50 most valuable football club brands has reached €23.9 billion, marking the strongest annual growth in the 15-year history of the Football 50 ranking.

About brands and methodology

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.

• The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Football 50 2026 report.
• Every year, Brand Finance puts 6,000 of the world’s biggest brands to the test, and publishes more than 100 reports, ranking brands across all sectors and countries. Football’s top 50 brands are included in the Brand Finance Football 50 2026 report.
• Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.