Japan’s first fully professional women’s football league wrapped up its fourth season last month with a record attendance total, brought about through a variety of innovative promotional strategies.

WE League games drew a total of 337,290 spectators to stadiums with average attendance exceeding 2,000 for the first time as the 12 teams faced each other home and away over 22 rounds.

Yoshikazu Nonomura assumed the WE League chairperson post last September to double as the men’s J-League chairman, with Japan’s two top-flight competitions now working in tandem to promote each other.

A WE League and J2 doubleheader between JEF United Chiba and Omiya Ardija on May 6 was the prime example, with 26,605 watching the women’s encounter at Tokyo’s National Stadium before the men’s game, breaking a crowd record for a domestic women’s league match.

File photo shows JEF United Chiba Ladies players waving to supporters after their WE League game against Omiya Ardija Ventus at Tokyo’s National Stadium in May 2025. (Photo not for sale)(For editorial use only)(Copyright WE League) (Kyodo) 

“We were able to work together with a sense of unity in trying to develop the WE League,” Nonomura said after both leagues and the teams involved coordinated their efforts to draw fans.

Sanfrecce Hiroshima Regina had their own success after launching promotion campaigns and events, largely led by their players, to draw crowds for their March 8 encounter with Urawa Reds, initially targeting a matchday attendance of 10,000.

The half-year-long efforts paid dividends with some 20,156 flocking to the game. Hiroshima’s project leader said they will look to build on the success by “being strategic to generate repeat customers.”

Sanfrecce Hiroshima Regina players pose for a team photo in front of their supporters at Edion Peace Wing Hiroshima after a WE League game against Urawa Reds Ladies that drew a crowd of over 20,000 in May 2025. (Photo not for sale)(For editorial use only)(Copyright WE League)(Kyodo) 

One of the top women’s football competitions in the world, the 12-team English Women’s Super League, drew an average of 6,662 fans per game this past season, according to a BBC report.

While the WE League — with WE standing for “women empowerment” — has some way to go in matching that figure, the league is taking its next step by providing data and tools to all 12 clubs to enhance their marketing strategies.

“Finding out the reasons why the fans came to watch gives us clues in search for new visitors,” WE League general secretary Takashi Kuroda said.

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