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The reason someone goes to their first game is being created on social right now. Selection, directing the shoot and measuring the sales effect all sit with us.
Instagram
TikTok
YouTube
Numbers
44.5%
Of club revenue, nearly half comes from sponsors
Sponsorship as a share of the 175.7bn yen in revenue across 53 J.League clubs. Gate revenue accounts for 16.8%
J.League, 2025 Club Financial Disclosures57.3%
Six in ten fans watch on social, two in ten post
Share who view sports content on social media. Only 17.6% post anything themselves
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)19.9%
What they follow is the club itself
The account type social viewers most often follow: official club accounts
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (social media viewers, n=1,146)15.1%
Individual athletes too: one in six follows one
The second most-followed account type among social viewers: professional athletes. Pundits and former players come in at 4.9%
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (social media viewers, n=1,146)8,641yen
The biggest spenders are people under 30
Monthly spend on attending, among people in their teens and twenties. Around 6,000 yen higher than the 50-69 bracket
Hakuhodo Institute of Media Environment, published November 2024 (n=2,394)9.01m
J.League fans fell 5% in a year
Estimated J.League fan base, down 5.4% year on year. It needs a design that brings people in from outside
Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)Issues
01
On days that aren't a marquee fixture, the empty seats stay. There is still no reason to attend other than price.
The fixWe show the gate, the seat and the food through the eyes of someone coming for the first time, and build a reason to attend.
02
The official account is a place to announce things to fans. It doesn't reach anyone who has never attended.
The fixWe choose people who reach those who have never attended, on average views and follower demographics.
03
The people who come are mostly long-standing supporters. No contact with the next generation has been built.
The fixWe cast the people the next generation watches, reconcile it with ticket movement and push it into advertising.
Solution
01
We assess candidates on recent average views, follower demographics and their record on past partnerships, and present them as a list.
02
What we ask them to film is the route from the gate to the seat, the stadium food, and how they spend the time before and after. We attend on the day.
03
What can be filmed and posted differs by governing body. The rights framework, the PR disclosure and the compliance checks all go on the schedule.
04
Reporting is set against arrivals at the sales page and ticket movement. Posts that grew go into advertising, and become material for sponsorship pitches.
What we watchViews, average watch time, profile visits
What we watchSaves, link clicks, arrivals at the sales page
What we watchAverage watch time, subscriptions, return visits
What we watchArrivals at the ticketing page, cost per acquisition
What we watchTickets sold, share of first-time buyers
An example. The category and the size of the catchment change the order.
Process
From agreeing the KPIs through selection, filming and posting to reconciling with sales, supported without a break
Phase01
We fix the numbers to be tracked in three layers: awareness, attendance (purchase) and sponsorship.
We confirm the gap between where you are and the target, and agree on a single page what this campaign is going after. The fixtures covered and the rights framework get identified here too.
Phase02
We decide the casting that reaches non-attenders on checked data.
Recent average views, follower demographics, their record on past partnerships. We assess candidates against that and present a list. Secondary-use permission and compliance checks go on the schedule.
Phase03
We work back from the dates that can't move, and run it as the point of contact.
Shoot dates and posting dates are built around ticket release dates and home fixtures. We attend on the day, and posts are checked before publication.
Phase04
Set against the sales numbers, with the posts that grew going into advertising and sponsorship pitches.
We report the insights collected against arrivals at the sales page and ticket movement. Posts that grew go into both advertising and sponsorship pitches.
FAQ
The starting position differs by governing body. We confirm which framework you sit under first, then build from the hours around the fixture, training and events, where the constraints are lighter.
It can. The lead role isn't anything a player says; it's the experience of attending. Posts are checked before publication, and the standard for replies goes into the contract.
If the measurement is agreed before casting, yes. We prepare a dedicated page, measurement tags on the ticketing site and a social-only coupon code, and report them against the sales data.
The rules apply not to the influencer but to you, as the advertiser. The PR disclosure rules, the contract and the compliance procedure all go on the schedule from the shortlisting stage.
Going after people who have never attended, creators outside the sport actually work better. We put both on the shortlist: people with a strong pull among fans of the sport, and people who visit as somewhere to go at the weekend.
One-offs are fine. We suggest building the casting and measurement pattern on one fixture, then taking those numbers into a season-long plan and sponsorship pitches.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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