The North and Central America World Cup has kicked off, marking the beginning of Japan's challenge for the top spot. The Japan Football Association (JFA) is reporting revenues that far exceed those of other sports organizations in Japan. For the fiscal year 2025, JFA's operating income is projected to be approximately 23.4 billion yen (about $220 million), significantly surpassing the Japan Olympic Committee (JOC), which is expected to generate 15.4 billion yen. Most of JFA's income comes from sponsorship funds, which fluctuate based on the national team's performance. Nikkei reported that the team's strength directly correlates with the association's commercial power.
Sponsorship funds are not merely income; they are resources that strengthen the national team. Increased sponsorship leads to enhanced team capabilities, creating a virtuous cycle where success attracts more sponsorship. As Japan progresses further in the World Cup, this cycle accelerates. Kunihiko Motegi, JFA's Deputy Secretary-General, stated, "As the national team performs well, more companies want to become partners (sponsors)." Sponsorship contracts typically span four years, aligned with the World Cup, and following the 2022 Qatar tournament, new sponsors such as All Nippon Airways (ANA), Mitsui Fudosan, and APA Hotel joined the roster.
The revenue from business-related sponsorships is expected to total around 43.1 billion yen for the 2023-2026 period, a 16% increase compared to the previous four years leading up to the Qatar tournament, and more than double the amount from the 2014 Brazil tournament. This growth is driven by the national team's performance; Japan has reached the knockout stage (Round of 16) in three of the last four World Cups since the 2010 South Africa tournament, attracting sponsors. The message from head coach Hajime Moriyasu, "We carry Japan's hopes as we challenge the world’s best," resonates particularly with companies targeting the global market.
However, sponsorship opportunities are limited. Only one sponsor is accepted per industry, and there are few advertising spaces in stadiums. Takahiro Nihei, head of the partnership division, noted, "We can't just increase the number of sponsors at will; currently, all spots are filled. Scarcity is also an important value for us." Nevertheless, inquiries continue to pour in, including interest from well-known international brands.
The national team's influence extends beyond sponsorship funds. JFA has partnered with Shiseido's sunscreen brand, Anessa, to launch coaching courses for football instructors in Asia starting in 2024. This collaboration benefits both JFA, which aims to elevate the level of football in Asia, and Shiseido, which seeks to promote the importance of sun protection. The courses were held in Vietnam two years ago and in Singapore last year, leveraging JFA's longstanding connections in the region. Motegi added, "Requests to send coaches come because of the strength of the national team." The team's prowess is translating into business opportunities.
Revenue generation methods are also evolving. In March, during friendly matches against Scotland and England, JFA introduced 'virtual advertising' for Japanese broadcasts. This technology allows the stadium's advertising boards to display the logos of Japan's sponsors during the broadcast, a practice common in U.S. professional baseball. While this method was used during past U.S. tours, the advertising revenue previously went to the U.S. Soccer Federation. This time, JFA negotiated with the English Football Association and implemented it under JFA's leadership, opening new revenue streams even in friendly matches.
As Motegi stated, "The stronger Japan is, the greater our negotiating power with other countries." The national team's performance in the North and Central America World Cup will significantly impact the future of Japanese football off the field. The further Japan advances in the tournament, the more the strong national team will attract funding, creating a faster cycle of investment back into Japanese football.
* This article has been translated by AI.
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