We are pleased to announce that Kashima Antlers has been recognized as the football club with the strongest brand in Japan in the latest "Football 50 2026" report released on Thursday, August 20th by Brand Finance, a global brand valuation consultancy based in the UK. This marks the second consecutive year that Antlers has taken the top spot in this report.
According to Brand Finance's survey, which calculates the brand strength of football clubs based on its unique "Brand Strength Index (BSI)," Antlers improved its score from 63.5 last year to achieve a BSI score of 63.7 (out of 100). This high evaluation is attributed to both its on-field achievements, including winning the J1 League for the 9th time in 9 years in the 2025 season, and its strategic fan engagement and community-focused initiatives. This report analyzed 281 football clubs worldwide, with clubs from Japan and China among those surveyed in East Asia. Our club surpassed China's leading club (Beijing Guoan: 62.5 points) to achieve the top evaluation in the region.
Evaluation Points
■ Fan Development through Hometown and Friendly Town Activities
The club was recognized for building a strong, community-rooted fan base through "Hometown Days" and "Friendly Town Days," which invite residents of its five hometowns and thirteen friendly towns for free.
■ Unique Digital Strategy Based on Data
By segmenting fans and supporters into five categories and deploying targeted content optimized for each segment, this digital strategy led to increased loyalty. As a result, the club recorded a record-high total annual attendance of 520,615 people (an average of 27,401 per match) for home games in the 2025 Meiji Yasuda J1 League.
■ Long-Cultivated History and Sound Club Management
In this report, the club received the highest evaluation among domestic football clubs for "long-cultivated tradition and history" and "appropriate management and governance." The long-standing bond with fans and stable club management were highly recognized as significant contributors to brand strength.
Kashima Antlers will continue to cherish the long-standing bond with its fans and supporters, promote community-based activities, and further enhance the stadium experience through data utilization, contributing to the development of the local community.
"Football 50 2026" Top 10 J.League Clubs in Japan
| Rank | Club Name | BSI Score |
|---|---|---|
| 1 | Kashima Antlers | 63.7 |
| 2 | Gamba Osaka | 62.9 |
| 3 | Urawa Reds | 58.3 |
| 4 | Yokohama F. Marinos | 55.1 |
| 5 | Nagoya Grampus | 54.8 |
| 6 | Cerezo Osaka | 54.3 |
| 7 | FC Tokyo | 54.1 |
| 8 | Kawasaki Frontale | 53.3 |
| 9 | Vissel Kobe | 51.8 |
| 10 | Shimizu S-Pulse | 51.1 |
"Football 50 2026" Global Highlights
This year's report conducted brand research and analysis on 281 football clubs worldwide. Real Madrid (Spain) took the overall top spot, and the leading clubs by country are as follows:
■ "Football 50 2026" Leading Clubs in Each Country Worldwide
| Area/Country | Club Name | Area/Country |
Club Name |
|---|---|---|---|
|
Spain (Global Top) |
Real Madrid | North America | Inter Miami |
| England | Arsenal | Brazil | Flamengo |
| Germany | Bayern Munich | Saudi Arabia | Al Hilal |
| France | Paris Saint-Germain | UAE | Al Ain FC |
| Italy | Juventus | China | Beijing Guoan |
| Portugal | FC Porto |
Japan (East Asia Top) |
Kashima Antlers |
About the Survey Details
For information on the ranking and score calculation methods, as well as detailed club-specific data, please visit the Brand Finance official website.
For more details, please see Brand Finance "Football 50 2026" Survey Details (English).