Eva Pires, a 24-year-old graduate from the European Sport Business School, has already accomplished something truly groundbreaking. Hailing from France, where her father has long been involved in the football industry, Eva grew up surrounded by the sport. This upbringing nurtured her passion for football and shaped her global outlook. As the first foreign intern to work with FC Tokyo, she immersed herself in the heart of Japan’s vibrant J.League. Her journey is further defined by diverse experiences spanning the USA and Europe, allowing her to gain a unique global perspective on the football industry. From managing international public relations in Tokyo to learning firsthand about the culture of Japanese football, Eva has developed a multifaceted understanding of what sets Japan apart in the world of sport.
Comparing Japan and Europe
One of the most striking differences Eva observed during her time at FC Tokyo was the disciplined and structured working culture within Japanese football clubs. “In Japan, everyone is highly focused on their responsibilities and executes them with precision,” she explained. This contrasts sharply with the often more relaxed and flexible approach seen in European football clubs, where operations allow for greater spontaneity.
The marketing strategies in Japan also stood out to Eva. “Japanese clubs, like FC Tokyo, are deeply connected to the community. Their branding is everywhere—you see the mascots walking around the city, and even the areas near the stadium are completely immersed in the club’s colors. It’s like the club is part of the city’s identity,” she said. This deep-rooted integration creates a sense of belonging that Eva found truly inspiring.
Football as a Community: The Role of Respect and Passion
In Japan, football extends beyond just winning. Eva reflected on how football in the J.League fosters a unique sense of community. “Even after a tough loss, players are warm and approachable. They don’t just walk off the field; they take time to connect with the fans,” she shared. This mutual respect is mirrored in the fans, who remain passionately dedicated despite any disappointments.
Merchandise also plays a significant role in Japanese football culture. “The fans love to show their loyalty through merchandise, and it’s everywhere. It’s not just about the game; it’s about creating a lifestyle around supporting the team,” Eva observed. The consistent turnout of nearly 30,000 fans at matches highlights the unwavering bond between clubs and their supporters.
Atmosphere and Unique Moments
The atmosphere in J.League stadiums left a lasting impression on Eva. “It’s so different from what I’ve seen elsewhere—there’s an incredible level of respect among fans and players,” she noted. A moment that particularly stood out to her was Diego Oliveira’s retirement match. “Both the home and opposing fans came together to applaud him. It was such a beautiful and emotional moment—something you rarely see in other leagues,” she recalled.
Eva also highlighted the shared use of venues in Japan, such as the National Stadium being utilized by both FC Tokyo and Verdy. “Even as guests, FC Tokyo fans were incredibly passionate and supportive. That kind of dedication is amazing to witness,” she added.
Challenges and Adaptation as a Foreigner in Japanese Football
Adapting to life in Japan presented its own set of challenges. “I was the only foreigner at FC Tokyo, and I didn’t speak Japanese, so it was definitely intimidating at first,” Eva admitted. However, the kindness and curiosity of her colleagues, especially the players, helped her feel welcome. “They were so intrigued to see a young woman in this role. Their support made all the difference.”
Professionally, managing such a diverse and global community was a unique experience for Eva. “One of the biggest surprises was how important it was to attract tourists to games. I hadn’t realized just how large and international the FC Tokyo community was,” she explained. Overcoming language barriers and adapting to cultural nuances taught her invaluable lessons in communication and engagement.
Lessons to Share: Japan and Europe Learning From Each Other
When asked what European leagues could learn from Japan, Eva didn’t hesitate. “The stadium experience in Japan is phenomenal. Games are often held during the day, so fans can spend an entire day at the stadium, enjoying food, drinks, and activities. It’s very family-friendly, and you see a lot of women attending matches,” she said.
At the same time, Eva recognized opportunities for Japan to learn from Europe. “European football is so advanced when it comes to training methodologies and using technology for data and analysis. The tactical preparation and player development in Europe are on another level,” she explained. By integrating these elements, Japan could elevate its football system even further.
Advice for Dreamers
As our conversation drew to a close, Eva shared a piece of advice for those who share her passion for football and are considering taking bold steps toward their dreams.
“Thanks to my curiosity, I discovered a unique market. If people want to have such an experience, they should take the leap—it will be greatly appreciated. Staying curious is key, and having the courage to explore is just as important,” she said.
Eva’s story is a testament to the power of curiosity, courage, and passion in navigating the global football industry. Her experiences in Japan serve as a reminder that stepping out of one’s comfort zone can lead to incredible growth and unforgettable opportunities.