Just as Major League Soccer reinvigorated itself in the late 2000s with the digital-savvy “MLS 2.0” era, the J. League has in recent years significantly boosted its digital output, creating a strong and innovative online presence that has inspired other domestic sports leagues to follow suit.
But until this season, nearly all of those efforts have been in Japanese.
That’s all changed in the wake of the league’s establishment of an internal team to handle its international social media, with creative staff located in Bangkok, London and the United States working with J. League staff in Tokyo.