Archive · 22 May 2025
J League's Growth Strategy: Lessons for MLS's Future
Major League Soccer (MLS) is learning from Japan's J League, which has been around for over 30 years.
The J League has become a successful community-focused league with 60 clubs.
While MLS has a big deal with Apple for broadcasting, it is not as visible as the J League, which has focused on local TV and digital media.
The J League involves fans in big decisions, like changing the season schedule.
If MLS wants to grow and be a global league, it can learn from the J League's patient approach, focusing on developing young players and engaging fans.
MLS faces challenges in media visibility and grassroots development.
J League, established in 1992, provides a model for community-based expansion.
J League has grown to 60 clubs across three divisions.
MLS has a record $2.5 billion media rights contract with Apple.
J League increased coverage through negotiations with Dazn and local TV.
- Who
- The J League and Major League Soccer (MLS).
- What
- The comparison of grassroots strategies between the J League and Major League Soccer.
- When
- Over the past three decades and in MLS's 30th year.
- Where
- Japan and the United States.
- Why
- To provide lessons for MLS's future and increase visibility.
MLS
J League
Media Visibility
MLS
Closed partnership character of Apple's streaming contract has been criticized for waning visibility.
J League
J League gained broad visibility through negotiations with Dazn to increase coverage within digital and local TV.
- J League Establishment
- Founded in 1992
- J League Clubs
- 60 clubs across three divisions
- MLS Media Rights
- MLS signed a $2.5 billion media rights contract with Apple
- J League Media Strategy
- J League increased coverage through Dazn and local TV