Source:REUTERS/KYODO
[Saba Sports News] Recently, J1 League team FC Tokyo launched a collaboration jersey and merchandise with the South Korean girl group BLACKPINK on their official platform. This is to commemorate BLACKPINK’s world tour concert performances in Japan starting on January 16, 2026. The collaboration products garnered immediate attention upon release, and all pre-order slots have been completely filled.
BLACKPINK has a large fan base in Japan and globally, particularly among young female audiences, effectively bridging the gender and age gap of traditional football club audiences, bringing new consumer groups to FC Tokyo. Additionally, the timing of the collaboration aligns closely with the girl group’s Japan tour, creating a synergistic effect and mutual flow of traffic, significantly enhancing topic discussions and communication effects, boosting brand exposure and commercial revenue, and extending the team’s merchandise from traditional fan items to everyday trendy products.
I believe this collaboration represents a positive exploration in the club’s commercialization process. The short-term commercial and market-breaking effects are promising; however, the key to long-term success lies in adhering to the essence of football, balancing diverse demands, and converting cross-industry popularity into sustainable fan loyalty and brand competitiveness.