We are pleased to announce that Kashima Antlers has been selected as the most valuable football club brand in Japan in the latest "Football 50 2026" report released on Thursday, August 20, by Brand Finance, a UK-based global brand valuation consultancy. This marks the second consecutive year that Antlers has ranked first in this report.
According to Brand Finance's survey, which calculates the brand strength of football clubs based on its proprietary 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 recognition is attributed to the club's on-pitch success, including winning the J1 League for the ninth time in nine years in the 2025 season, as well as its strategic fan engagement and community-based initiatives. Furthermore, the report analyzed 281 football clubs worldwide, and our club surpassed leading clubs in China (e.g., Beijing Guoan: 62.5 points) to secure the top ranking across the entire East Asian region.
Evaluation Points
■ Fan development through Hometown and Friendly Town activities
The club was recognized for building a strong, community-rooted fanbase through its "Hometown Days" and "Friendly Town Days," which offer free admission to residents of its five hometowns and thirteen friendly towns.
■ Unique digital strategy based on data
Fans and supporters are segmented into five groups, with optimized target content deployed for each. This digital strategy led to increased loyalty, resulting in a club-record annual total attendance of 520,615 (average 27,401 per match) for home games in the 2025 Meiji Yasuda J1 League.
■ Long-standing history and sound club management
In this report, the club received the top evaluation among domestic football clubs in the categories of "long-cultivated tradition and history" and "appropriate management and governance." Its long-standing bond with fans and stable club management were highly praised as major contributors to strengthening its brand.
Kashima Antlers will continue to cherish the long-cultivated bond with its fans and supporters, further promote community-based activities and enhance the stadium experience through data utilization, thereby 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 brand strength in each country are as follows:
■ "Football 50 2026" Leading Clubs by Country/Region Worldwide
| Area/Country | Club Name | Area/Country |
Club Name |
|---|---|---|---|
|
Spain (Global Top) |
Real Madrid | North America | Inter Miami CF |
| England | Arsenal FC | Brazil | Flamengo |
| Germany | FC Bayern Munich | Saudi Arabia | Al-Hilal SFC |
| France | Paris Saint-Germain | UAE | Al Ain FC |
| Italy | Juventus FC | China | Beijing Guoan |
| Portugal | FC Porto |
Japan (East Asia Top) |
Kashima Antlers |
Details of the Survey
The methodology for calculating rankings and scores, along with detailed data for each club, can be found on the Brand Finance official website.
For more details, please refer to the Brand Finance "Football 50 2026" Survey Details (English).