Meiji Yasuda Life Insurance Company is the title partner across all three J.League tiers—J1, J2, and J3. In engaging with J.League, the Company’s aim extends far beyond advertising and company name recognition. The true value of the partnership lies in co-creation achievable only through shared aspirations. The editorial team asked Ms. Asako Kondo, Group Manager of the Kizuna Campaign Promotion Group, Branding Strategy Department, and Mr. Yutaro Kasuga, Deputy Manager of the Branding Strategy Planning Group, Branding Strategy Department, to share their thoughts.

The partnership between Meiji Yasuda and J.League began in 2014, when they entered into a top partner agreement for the J1 and J2 leagues and a title partner agreement for the J3 league. The creation of the J3 league inspired the Company to vitalize regional communities through sports.

In 2015, Meiji Yasuda expanded its title partner agreement to cover all three leagues—J1, J2, and J3. Today, the Company continues its multifaceted engagement with J.League, including sponsorship agreements with individual clubs. Mr. Kasuga explains the philosophy behind the initiative as follows.

“We uphold ‘Wellness for People, Vitality for Communities’ as our brand slogan. In pursuit of this vision, efforts are underway to promote the health of local residents and vitalize their communities, centered on two projects—Wellness for All Project and Community Vitalization Project.” He continues, “J.League also upholds the J.LEAGUE 100 YEAR VISION, which embraces the goal of having each local football club play a central role in fostering sporting culture and regional vitalization. J.League’s goal resonated with us, prompting us to support the domestic league. Meiji Yasuda’s close engagement with J.League is only possible because of its individual sponsorship agreement with all clubs, entered into as a ‘teammate with shared aspirations.’ Our intention extends far beyond increasing the recognition of our company name.”

Central to the Company’s activities is attending matches at the stadium. Meiji Yasuda invites customers and local residents to the stadium to join its employees in cheering for their local J.League clubs. Ms. Kondo shared the history of the stadium activity as follows.

“Ever since our partnership was established, we have been inviting local residents to watch matches at the stadium. The number of spectators has steadily increased, exceeding half a million during the 2025 season alone. The cumulative number of employees and other attendees invited by the Company has surpassed the 3 million mark,” she says.

In addition to stadium activities, Meiji Yasuda hosts the J.League Walking Campaign to promote health and football clinics for elementary school children, among other initiatives. In 2023, the Company began supporting the “SHAREN!” social contribution activity conducted by J.League. To create social value and contribute to local communities, the Company also started the “SHAREN!” blood donation program by inviting blood donation buses to stadiums across Japan in collaboration with all 60 J.League clubs, as part of its partnership with the Japanese Red Cross Society.

Timed with a special event, the Meiji Yasuda J.League 100 Year Vision League held from February to June 2026, the Company ran Meiji Yasuda’s J-Katsu, an initiative aimed at attracting new fans.

Ms. Kondo explains, “To attract younger women who have fewer opportunities to enjoy J.League, Meiji Yasuda organized various projects in collaboration with all 60 clubs nationwide, including events for female spectators, setting areas for dessert stalls, inviting families with children, and installing life-size photo panels featuring teen models. Giving out baseball shirts designed for each of the 60 clubs was especially well received, with long lines forming on the day. The news also spread on social media. We believe the information reached audiences who otherwise had no touchpoints with J.League.”

More than a decade has passed since these activities began, and supporters are now so familiar with the company name that they say, “When we think of J.League, we think of Meiji Yasuda.”

Mr. Kasuga says, “In the early days of the partnership, our employees seemed to have a hard time fitting in to the atmosphere of the stadium. Today, at sponsored matches, a ‘Meiji Yasuda chant’ occasionally erupts, reflecting growing recognition of our Company among supporters.” He adds, “In 2023, J.League relocated its base to our Head Office, bringing us physically closer. Building on our favorable relationship, we are broadening our initiatives.”

Changes were also seen within the Company. There used to be employees unfamiliar with football, but the awareness that ‘We are all supporters’ is now widely instilled across the Company. Some job-seeking students are even attracted to Meiji Yasuda because of its J.League sponsorship. Due to its ties with J.League, supporters occasionally approach employees in a friendly manner during local community volunteer activities, which is also boosting employee motivation.

There have also been positive effects on business. The events have not only led to the acquisition of new customers but also increased recognition of Meiji Yasuda as “the company supporting J.League.” This is facilitating communication between the Company’s staff and its customers and clients.

Meiji Yasuda intends to continue fulfilling its role as a partner closely engaged with each regional community.

Mr. Kasuga says, “The number of attendees of the J.League Walking Campaign and football clinics for elementary school children is steadily growing. More and more people are donating blood through the ‘SHAREN!’ blood donation program, which has resulted in a special award from the Japanese Red Cross Society in the initiative’s third year.” He continues, “Along with J.League, Meiji Yasuda will continue working to gain recognition as an integral part of regional communities and to contribute as much as possible to the development of football in Japan.”

Ms. Kondo comments, “We hope to leverage all employees at our bases nationwide to vitalize regional communities. Both J1, with its large stadiums, and J3, with its local stadiums where players are physically closer to their spectators, have their own appeal. We would be delighted if you could come and watch a match for starters.”

According to the two interviewees, “Stadiums are fun even if you’re not familiar with football.” Ms. Kondo adds, “I recommend you try the long potatoes, a popular stadium food choice.” Mr. Kasuga says, “The sports lottery, where you predict which club will win or lose, is another thing to look forward to. The lottery makes me cheer harder.” The 2026/27 MEIJI YASUDA J.LEAGUE kicked off on August 7. Please come and watch!