According to Brand Finance, which calculates club brand strength based on its unique "Brand Strength Index (BSI)," Antlers achieved a BSI score of 63.5 points (out of 100) and was rated "A+" for brand strength. This evaluation comprehensively considers operational and management initiatives, including strategic brand building and fan engagement, in addition to on-field performance. The club ranked first in Japan for "soundness of club management" and third for "club with passionate fans," reflecting how data-driven operational systems and the presence of dedicated fans and supporters have significantly contributed to enhancing brand strength.
Notably commended initiatives include the following:
■ Contribution to Social Issues: Environmental Sustainability Initiatives
At the club's home stadium, Mercari Stadium, horizontal recycling has been introduced, converting used PET bottles back into new plastic products. This commitment to environmentally conscious club operations and addressing social issues has been highly praised.
Click here for details on "Bottle-to-Bottle" horizontal recycling
■ "Dear Ladies" Project Targeting Female Fans
In 2022, the "Dear Ladies" project was launched for female supporters, who account for approximately 40% of the fan base (*). This initiative expanded touchpoints with new, younger fans through sales of limited-edition merchandise in collaboration with fashion magazine 'ViVi' and information dissemination via TikTok.
(*According to Brand Finance research)
Kashima Antlers will continue to pursue innovative initiatives and contribute to the local community in pursuit of the "Football Dream."
■Brand Finance Football 50 2025: Japan Domestic Ranking
| Rank | Club Name | BSI Score | Brand Strength Rating |
|---|---|---|---|
| 1 | Kashima Antlers | 63.5 | A+ |
| 2 | Gamba Osaka | 60.6 | A+ |
| 3 | Sanfrecce Hiroshima | 58.9 | A |
| 4 | Urawa Red Diamonds | 58.9 | A |
| 5 | Shimizu S-Pulse | 57.9 | A |
| 6 | Kawasaki Frontale | 57.2 | A |
| 7 | Nagoya Grampus | 56.4 | A |
| 8 | Vissel Kobe | 55.9 | A |
| 9 | Cerezo Osaka | 54.9 | A- |
| 10 | Yokohama F. Marinos | 54.1 | A- |
Details of this ranking, score calculation methods, and club-specific data are available on the Brand Finance official website.
For more details, please refer to the Brand Finance "Football 50 2025" survey details (English).