J.League attendance reaches record 13.5 million as club brands grow
J.League attendance reached a record 13.5 million in 2025, according to Brand Finance, rising eight per cent from 12.5 million in 2024. The figures were published on 9 September alongside the Football 50 2026 report, which highlighted stronger club brands, increased media exposure and deeper supporter engagement across Japan. Kashima Antlers remained the country’s strongest football club brand for a second consecutive year, recording a Brand Strength Index score of 63.7 out of 100. Gamba Osaka held second place, while Urawa Reds climbed from fourth to third in the ranking.
The report attributed the league’s growth to increased broadcaster airtime, local story-based programmes, national television exposure and digital campaigns aimed at attracting fans. Urawa were identified as the leading club for passionate supporters and for being exciting and entertaining to watch, while the wider competition benefited from a reported 460 per cent increase in local television viewership since 2022. The figures point to stronger commercial and community foundations for the J.League, with audience growth and more distinctive club identities reinforcing the league’s position in Japan’s sports landscape.