The emerging football leagues around the world might consider the J.League as a model.
Since starting in 1993, it has formed the foundation upon which Japanese club teams have become a force in the AFC Champions League and their national side regulars in the latter stages of major international tournaments. They even co-hosted the World Cup in 2002.
Now, the J.League is looking to expand overseas using digital as a driver.
Kei Koyama, from their international development department, spoke to me about the past, present and future, including the J.League furoshiki (translated as 'wrapping cloth'). This is a digital asset hub which allows them to create better content quickly and efficiently.
We also discuss the competition’s very different demographics and the strategic importance of the 10-year broadcasting deal with DAZN.