For fans of the J. League, there is perhaps no date more anticipated than the opening day of the season.
But for those who share a fascination with the rapid evolution of sports marketing in Japan and how it applies to the beautiful game, Christmas comes twice a year.
The first such occasion comes in February with the release of the annual J. League Fan Survey, which since 2004 has opened a fascinating window into the demographics of J. League supporters, their spending and travel habits, and their motivations for supporting their local team.
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