If you have never found a reason to support a Japanese football club, the J.League has just given you 60 of them.
For the new 2026/27 season, every club across Japan’s J1, J2 and J3 divisions has been paired with its own official partner Pokémon. The result is a giant football Pokédex that makes choosing a team as simple as choosing your favorite character.
The collaboration is called Pokémon J.League Fest. It celebrates Pokémon’s 30th anniversary and the J.League’s move to a new August season, bringing both milestones together under the theme “EVOLUTION! The J.League Evolves.”
60 Clubs, 60 Pokémon
The real fun is in the matchmaking.
Kashima Antlers gets Charmeleon. Urawa Reds partners with Incineroar. FC Tokyo gets Ceruledge, while Tokyo Verdy is matched with Decidueye. Kawasaki Frontale’s dolphin identity finds an obvious partner in Palafin, and Cerezo Osaka’s cherry-blossom colors make Cherrim feel almost inevitable.
There are plenty more to argue about. Gamba Osaka gets Luxray, Vissel Kobe gets Houndoom, Kyoto Sanga gets Gengar and Yokohama F. Marinos is paired with Azumarill.
Some combinations connect directly to a club’s colors, location or existing mascot. Others simply look great together. Either way, the full lineup gives fans 60 new reasons to develop a completely unscientific attachment to a Japanese football team.
Football Fandom, Now Collectible
The campaign does not stop with the artwork. The J.League is turning the pairings into matchday experiences, merchandise and collectibles across the country.
Fans can buy club-specific T-shirts, towel scarves and acrylic keychains featuring Pikachu or their team’s partner Pokémon. One million visitors attending selected matches in August and September will also receive a non-sale EVO BAG made from recycled polyester and designed around their home club.
There will also be club photo spots, special stadium videos and Pokémon GO activations featuring timed challenges and club-themed PokéStops. Seven fixtures will become full Pokémon J.League Special Fest matches, complete with appearances from Pikachu and football-ready Cinderace.
What makes the collaboration work is its commitment to the idea. Pokémon could have placed Pikachu next to the league logo and called it a day. Instead, it created 60 individual partnerships, giving every club and every fan a version of the campaign that feels like their own.
For the rest of the season, league tables are optional. The Pokédex may be all you need.
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