[Iwaki FC] 2025 Season Visitor Analysis Report (Home Game Attendance Frequency Analysis and Interview Survey)

Iwaki FC is pleased to report that it has conducted an analysis of 2025 season home game attendance data (from the J.League Marketing Database) and an interview survey with attendees. This was done with the aim of understanding the current fanbase and considering future effective marketing strategies.

Last year, Iwaki FC celebrated the major milestone of its 10th anniversary. We aim to become more beloved by the community, increase the number of our supporters, and create a future where the stadium is filled with passionate excitement for every single match.

◼︎ Methodology

In this analysis, we aggregated and processed data from the 2024 and 2025 seasons from the J.League Marketing Database, including "attendance records," "remote check-in histories," and "member data," to understand the characteristics of fans based on their frequency of home game attendance.
The results of this study revealed a crucial turning point that influences the "fandom and loyalty" of first-time stadium visitors. We will utilize these results in designing plans and measures to achieve Iwaki FC's future goal of "selling out every match."

◼︎ Attendance Status from Data Analysis (2025 Season)

・Attendance Frequency and Attributes
The higher the number of visits, the higher the proportion of residents from Fukushima Prefecture, with 95% of the F5 group (16+ visits) being prefectural residents.

A contrasting structure is evident: approximately 70% of the F5 tier are season ticket holders, whereas about 90% of the F1 tier are non-members.

・Polarization of Attendance Frequency
Furthermore, a distinctive structure has emerged regarding attendance frequency for the 2025 season.

When looking at home game attendees for the 2025 season by the number of visits, the largest group consists of those who attended only once (2,396 people), followed by the passionate supporters who attended all 19 matches (854 people).

Furthermore, when viewed by attendance frequency groups, the single-visit tier (F1) is the largest with 2,396 people, followed by the 16+ visits tier (F5), which also constitutes a significant volume at 1,680 people.

From this data, we understood that Iwaki FC has both a segment of fans who end up being "one-time visitors" and a segment that "continues to attend with phenomenal passion."

For sustainable expansion of the fan base, it is crucial not only to increase the number of new visitors but also to figure out how to turn that "first visit" into "repeat attendance."

In this project, to explore the "psychology" that data alone cannot reveal, we conducted an in-depth interview survey focusing on the following two key themes:

・Why do some people become loyal fans (transitioning to the F5 tier) in a short period after their first visit? 
→ We specifically interviewed individuals who first attended in 2025 and rapidly converted to the F5 tier.

・Why did some people not continue to attend for a second time or more after their initial visit? 
→ We specifically interviewed individuals who had an attendance history in 2024 but did not attend in 2025.

◼︎ Conditions for "Becoming a Fan" as Revealed by Interviews

1. Characteristics of People Who Rapidly Became Loyal 
For fans who rapidly became loyal, a common factor was the creation of a state where "anxieties and uncertainties were resolved, allowing them to focus on the passion of the game."

・An "experienced person" accompanied them on their first visit, providing advance information on parking, seating, etc.
・They were able to navigate the stadium without confusion and could strongly feel the unity and passion of the supporters.
・They found a "favorite player" or a "person/place they wanted to see again."
・They had someone or a community to share their thoughts with after the visit.

2. Characteristics of People Who Stopped After One Visit 
On the other hand, for those who stopped attending, the reasons were often linked to "negative experiences" that occurred before the match itself.

・They encountered confusion regarding parking, navigation within the stadium, and seat selection.
・They felt tired before the match even started and were not in a condition to purely enjoy the game.
・There was no catalyst to encourage a future visit, nor anyone with whom to share the appeal of the experience.

◼︎ Key Implication of This Study: Resolving Two "Negatives"

The conclusion drawn from this research is that "reducing the 'negatives' during a first-time visit and allowing people to purely experience the passion of the match" is the starting point for creating loyal fans.

・Negative ①: Uncertainty before and upon arrival (anxiety about access, confusion over arrival times and seat selection, etc.)
・Negative ②: Uncertainty after arrival and around kickoff (confusion about navigating the stadium, congestion, feeling out of place, the burden of the journey home, etc.)

Many of those who became loyal fans had their first visit under conditions where these "negatives" were resolved thanks to "guidance" from existing fans or acquaintances. In other words, we discovered that attending with "someone knowledgeable about watching soccer matches" makes a person more likely to become a fan.

Based on these analysis results, Iwaki FC will be trying the following initiatives starting this season:

・An informational email campaign for first-time visitors (guiding them on points of potential concern).
・Establishment of a help booth for first-time visitors (tentative name).
・Securing a block of reserved parking spaces specifically for first-time visitors.

◼︎ Conclusion

At Iwaki FC's stadium, there is a soul-stirring, passionate atmosphere.
However, this passionate atmosphere is not something the club can create alone. We believe it is perfected through the cheers of each and every one of you who always support us, and the warmth with which we welcome newcomers.

To bring the passion that Iwaki FC embodies to even more people.
And to build this passionate space together with our fans and supporters as we welcome new friends, thereby nurturing the future of the club.
We will continue to try various initiatives in the future, and we would be grateful for your support.