ABSTRACT
The J. League started its first season with only 10 clubs in 1993. All clubs were evaluated and quantified in terms of four important business management categories: marketing, managerial efficiency, managerial strategy, and financial condition. Since the Union of European Football Associations (UEFA) improved the value of its champions' league by successfully introducing a license system, a review system to participate in league competition – first introduced in Germany – has become widespread worldwide. In recent years, many leagues in Asian countries have adopted this system, and the J. League also introduced the club license system in 2013 for the purpose of strengthening football competitiveness and the stable management of clubs. The J. League has contributed to improving the total level of competitiveness and business management of the Japanese football society during its first 2 decades. The league as a whole was forced to consider a new direction of marketing strategy that could overcome the difficult situation.
