Economic Boost Paying Dividends for J-League and Japanese Soccer

Enjoying something of a revival in recent years, Japanese soccer and the J-League once again appear to be the leading light in Asia. However, it’s not only in Asia where the competition is hitting the headlines, with high-profile signings at Vissel Kobe capturing the imagination of soccer fans in Europe and beyond over the last year.

Since being taken over by e-commerce giant Rakuten in 2014, Japanese side Vissel Kobe has commenced a campaign of star-studded international signings. First to arrive was German star Lukas Podolski, who currently captains the side. Rakuten’s sponsorship deal with Spanish giants, FC Barcelona, has also helped the club sign two more previous World Cup winners. Andres Iniesta arrived last season and David Villa joined for the start of the 2019 campaign, accompanied by former Spain Under-21 international, Sergi Samper.

Having such star players in their team often makes Vissel Kobe amongst the most popular sides to back in the J-League betting at William Hill, although much improvement in performances and consistency will be needed if they’re going push for silverware this season. Despite the high-profile signings, the team disappointingly finished the 2018 campaign in tenth position; closer on points to the relegation zone than those who finished in the top three and qualified for continental competitions.

Vissel Kobe haven’t finished higher than 7th in the J-League since the Rakuten takeover, a position achieved in 2016. However, rather than being regarded as a failure of their own, it is perhaps a reflection of the growing competitive strength of the J-League as a whole, given the success other teams have achieved during the same period. It’s also no coincidence that such success has come since the competition itself received a crucial financial boost in 2016.

During the summer of 2016 the J-League sold domestic online broadcasting rights to UK-based media company, Perform Group, in a deal estimated to be worth $2 billion according to the Asian Times, for a package set to last for ten years. Such an important economic investment in the J-League has inevitably filtered amongst the clubs, with all of them likewise making investments of their own, improving the quality of their playing rosters and club infrastructures.

Of notable importance since that deal was struck, the competitive profile of the J-League and demand for increased coverage to international audiences, have both raised significantly. Having previously fallen behind leagues in South Korea, China, the Middle East and Australia, both economically and competitively, Japanese side Urawa Red Diamonds won the 2017 AFC Champions League. Last season in 2018, Kashima Antlers achieved the same feat.