How the J-League unites club and community

With baseball an established presence in major cities, the J-League has for years relied on close bonds with local communities in order to build an audience for football in Japan

Japanese football has its roots in suburban communities. In the early 1990s, the creators of the J.League observed that the most enthusiasm for football was seen suburban and rural areas that weren't dominated by a baseball club.



Even today, a key element of the success of Japanese clubs, is their relationship with their community. These grassroots efforts start with football courses for elementary school children, usually offered in several locations and at a reasonable price.



The goal of these clinics is to bring children into the sport, and to create an early bond with the club. Parents get involved too, and there are often events where mothers, fathers and even elders can actively participate.



Clubs also rely heavily on volunteers to create the friendly match day atmosphere that the J-League is known for. From the sale of tickets and programs outside the stadium to the cleaning of the stands after the final whistle, these volunteers dedicate themselves to the work that guarantees a terrific atmosphere for fans.



For example, to reach Urawa Reds' legendary Saitama 2002 Stadium, supporters walk some 500 metres from Urawa Mizono Station. The stroll is dotted by a display of more than 50 red banners and decorations. These banners are patiently arranged by volunteers before every match, and again taken down after tens of thousands of supporters have made their way back to the station after the match has concluded.



Players regularly get involved with the community through regular visits to elementary schools, often on Mondays after their games. Two or three players will participate in classes, have lunch with the kids, and hold a special physical education lesson that of course culminates in a football match during which the J-Leaguers display their skill... and usually lose against the children who challenge them.



Free tickets for the next home game are distributed at the end of the day, as teams hope that both children and parents will become regular visitors to the stadium.



That’s not the only way J-League clubs create educational ties. Kawasaki Frontale cooperates with local libraries to publish a small “fanzine” in which players review books they have recently read, inviting young fans to pick up a book.



Fans have plenty of opportunities to meet players, such as club sponsor events or ‘fan festivals’ at the beginning or end of the season. Many clubs, such as Kyoto Sanga, pay a visit to local shrines before the season opener.



Clubs also reach out to members of the community who are in need through charity events and hospital visits. In the aftermath of the March, 11 2013 natural disaster that struck northern Japan, the football community and J-League clubs spearheaded pivotal fundraising efforts for the victims. When the league was postponed for nearly two months, clubs organized charity games and players took turns to collect donations in front of train stations.



Most clubs also keep in touch with their supporters through news they publish in their match day programs, monthly magazines, and in the case of many clubs, a weekly TV show.



However, visiting the team’s practice field remains the best way for supporters to get in touch with their idols. Practice schedules are publicly announced and fans are almost always welcomed. Following training, players stop to greet supporters, exchange a few jokes, thank them for their support, and sign autographs or pose for pictures.



The relationship between players and the supporters is a key element of the league’s success. A study conducted by Ventforet Kofu showed how the involvement of the community is directly related to an increase number of fans in the stadium. Upon their promotion to J1, the club worked as hard as possible to reach out for supporters. By holding some 100 events over the course of each season, they managed to turn an audience of 1,500 into a regularly-packed stadium of more than 10,000, despite Kofu’s rural location.