What Shonan Bellmare does

Shonan Bellmare Co., Ltd. (株式会社湘南ベルマーレ) is a privately held Japanese professional association football club founded in 1968, headquartered in Hiratsuka, Kanagawa Prefecture, and currently competing in the J2 League for the 2026/27 season after eight consecutive J1 seasons. The club operates as a comprehensive community sports organization whose top team plays home matches at Lemon Gas Stadium Hiratsuka, supported by a multi-sport portfolio that includes women's soccer, futsal, beach volleyball, triathlon, cycling, and rugby sevens teams, alongside a youth academy (U-18, U-15, U-15 Girls) and a soccer school network spanning 15+ locations across the Shonan region. Revenue is generated across four primary streams — match ticket sales and Bell 12 season memberships, advertising and corporate sponsorship (the largest stream at approximately 1.3 billion JPY in FY2025), J-League distribution funds tied to league performance and broadcasting rights, and other operating revenue including merchandise, academy fees, and facility rentals — with the registered customer base comprising approximately 650 corporate partners and an extensive grassroots footprint delivering 1,500+ annual community activities.

The business model combines direct-to-consumer matchday and membership revenue with corporate partnership economics, and is reinforced by community engagement programs including elementary school physical education visits to ~180 schools annually (reaching 10,000+ children), the Bellmare Food Park stadium concession, official e-commerce through store.bellmare.co.jp, and the COPA BELLMARE international youth tournament. The club has historically operated near break-even but FY2025 (year ending March 2025) recorded an operating loss of 149M JPY and net loss of 153M JPY, leaving net assets at near zero; a 50.002% majority stake was acquired in February 2026 by a consortium led by Authense Holdings LLC (including Fujita Corporation and Amada Co., Ltd.) from the prior majority owner RIZAP Group. Under new ownership, Shonan Bellmare has begun repositioning with a March 2026 consumer data partnership with Nouns Inc., an April 2026 sustainability leadership initiative (Sustena Japan Project with four other J-League clubs), and a new head coaching appointment in June 2026, signaling intent to leverage the existing community and sponsor infrastructure toward a competitive rebound.

Name

Shonan Bellmare

Legal name

株式会社湘南ベルマーレ

Website

https://bellmare.co.jp

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Shonan Bellmare is a privately held Japanese professional football club founded in 1968, currently in J2 League, operating a multi-sport community platform across 9 cities and 11 towns in Kanagawa with ~650 corporate sponsors and 1,500+ annual community activities.

Ownership category

akta.pro rank

Product category

Professional Football Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

Keywords

• Professional football club
• J-League soccer team
• Youth soccer academy
• Community sports programs
• Fan club membership

Headquarters

HQ city

Yokohama

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales and Admission Revenue: Matchday ticket revenue from J-League matches, season tickets (Bell 12 membership), and special matchday events. Historical admission revenue ranges from 161 million yen (2021) to 523 million yen (2024), with 475 million yen in FY2025.
2. Advertising and Sponsorship Revenue: Corporate sponsorship through official club partners, branding partners, and website supporters. Historical advertising revenue ranges from 1,108 million yen (2021) to 1,309 million yen (2025), representing the largest revenue stream.
3. J-League Distribution Funds: Distribution funds from J-League based on league performance and broadcasting rights. Historical revenue ranges from 276 million yen (2024) to 417 million yen (2021).
4. Other Operating Revenue: Merchandise sales, academy fees, facility rentals, and other miscellaneous revenue streams. Historical other revenue ranges from 360 million yen (2022) to 819 million yen (2025).
5. Merchandise and Goods Sales: Official merchandise including uniforms, accessories, and limited edition items sold through the official online store and physical outlets during home games.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Shonan Bellmare operates a Japanese professional J-League football club (men's and women's teams) and an extensive community sports club platform. Its core commercial offerings are match tickets and season memberships (Bell12), official merchandise through an own e-commerce store and stadium retail, corporate sponsorship packages to approximately 650 partner companies, and youth soccer schools and academy programs delivered across the Shonan region.

Product overview

Shonan Bellmare is a comprehensive regional sports club operating a professional soccer team (J-League), multiple youth development programs (academy, soccer schools), and various sports teams including futsal, beach volleyball, triathlon, cycling, and rugby sevens. The club offers merchandise sales through its official online store, fan membership services (Bell12), stadium tours, and community programs such as elementary school PE instruction. Key programs include the COPA BELLMARE international youth tournament and sustainability initiatives like LEADS TO THE OCEAN beach cleanup projects. The club serves the Shonan region (9 cities, 11 towns) with approximately 1,500+ annual activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Soccer Team (トップチーム) Shonan Bellmare's top-tier professional soccer team participating in J-League competition (currently J2), cup tournaments, and international youth/adult fixtures, with players, coaching staff, and match operations. Targeted at football spectators and supporters in the Shonan region and broader Japan.
• Soccer Academy (アカデミー) Comprehensive youth soccer development program including U-18, U-15, U-15 EAST, U-15 WEST, and U-15 GIRLS squads, providing training and competitive pathways for young players in the Shonan region. Targeted at aspiring young footballers and their families.
• Bellmare Soccer School (サッカースクール) Subscription-based youth soccer training program for children from young ages through elementary school, delivered at multiple regional locations in the Shonan area. Tiered by weekly session frequency (1x, 2x, 3x), with monthly tuition of 6,800 to 16,320 yen. Targeted at parents seeking local youth sports instruction.
• Bellmare Women (湘南ベルマーレウィメン) Women's soccer program including a top team, U-18, and U-15 GIRLS squads competing in women's league and championship competitions. Targeted at women's football fans, players, and families across the Shonan region.
• Futsal Club (フットサルクラブ) Futsal club participating in Japan's F-League, with home arena at Odawara and community engagement programming. Targeted at futsal spectators and participants in the Shonan region.
• Bell12 Fan Club Membership (ベル12) Annual subscription fan-club membership offering priority ticket purchasing, digital membership cards, ticket coupons, and invitation tickets to club events. Targeted at committed J-League supporters seeking guaranteed match access.
• Official Online Store (公式オンラインショップ) E-commerce storefront selling official club merchandise including replica jerseys, authentic uniforms, accessories, limited-edition items, and trading cards. Targeted at supporters, fans, and collectors in Japan.
• Stadium Tours Guided stadium tour experiences at Lemon Gas Stadium Hiratsuka, allowing visitors to view the facility. Targeted at fans and visiting groups to the Shonan region.
• COPA BELLMARE U-11 PILOT International Tournament International youth soccer tournament for U-11 teams, hosting domestic and international youth players across a multi-day competitive event sponsored by Pilot Corporation. Targeted at youth clubs, academies, and international youth football organizations.
• Elementary School PE Instruction Program (小学生体育巡回授業) Mobile physical-education service that dispatches Bellmare coaches to elementary schools across the Shonan region to deliver curriculum-aligned sports instruction. The long-running program reaches approximately 180 schools and over 10,000 children each year. Targeted at public and private elementary schools in the Shonan region of Kanagawa.
• Beach Volleyball Team Beach volleyball competitive and coaching program operating from Hiratsuka Beach Park, including tournament hosting and clinics. Targeted at beach volleyball participants and spectators in the Shonan coastal area.
• Triathlon Club Triathlon coaching and competition programming offering ocean-swim clinics, cycling, and running training sessions. Targeted at amateur and competitive triathletes in the Shonan region.
• Cycle Road Team Cycling team competing in Japan's top-tier J-Pro Tour road-racing circuit. Targeted at cycling fans in Japan and competitors in the road-racing circuit.
• Rugby Sevens Team Rugby sevens program for men and women, supported by academy programming and community tag-rugby activities. Targeted at rugby participants and fans across the Shonan region.
• e-Sports Initiative e-Sports initiative launched in 2019 expanding the club's digital engagement, gaming community, and AI-supported virtual interactions. Targeted at gamers and digital-first audiences.

Quantifiable outcome

• Elementary school visits: 180 schools annually, 10,000+ children
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Shikakeru Co., Ltd.minorStrategic or Co-development Partner · 2 April 2026Launched 'Sustena Japan Project' with five J-League clubs including Shonan Bellmare to develop 10,000 future sustainability leaders by 2030 through the Sustainability Training Center.
• Nouns Inc.coreStrategic or Co-development Partner · 26 March 2026Consumer data analysis company signed an official club partnership agreement with Shonan Bellmare for the 2026 season. Partnership aims to leverage consumer big data to enhance the club's community engagement and operational decisions, with ambitions to expand this model within the sports industry.
• Wolverhampton Wanderers FC (Premier League)coreStrategic or Co-development Partner · 1 April 2024International partnership with Premier League club signed in April 2024 for mutual exchange and collaboration.
• Fujita CorporationcoreGTM or Marketing PartnerOfficial club partner and one of the main investors in the ownership group. Long-standing partner with deep involvement in club operations.
• Amada Co., Ltd.coreGTM or Marketing PartnerOfficial club partner and investor in the ownership group. Manufacturing company supporting the club.
• Sanno University (産業能率大学)coreStrategic or Co-development PartnerPartnership since 2004, first university to have its name on a football club uniform in Japan. Provides sports business education programs, internship opportunities, and joint academic initiatives with the club.
• KPMG ConsultingcoreTechnology or IntegrationDigital innovation partner working on fan engagement technology solutions, including AI-powered virtual interactions, e-sports initiatives, and digital transformation of stadium experiences.
• Pilot Corporation (株式会社パイロットコーポレーション)coreGTM or Marketing PartnerSponsor of COPA BELLMARE youth international tournament and elementary school physical education巡回授業 programs. Provides writing instruments and supports children's sports development. Sponsors elementary school巡回授業 since 2014.
• Mackenzie House (マッケンジーハウス)minorGTM or Marketing PartnerOfficial club partner providing support to the club.
• Kokue (コクエー)minorGTM or Marketing PartnerOfficial club partner.
• Penalty (ペナルティ)minorGTM or Marketing PartnerSports apparel partner.
• Sun Life Holding (株式会社サン・ライフ)coreGTM or Marketing PartnerLong-standing partner since 1999, helped save the club during existence crisis. Provides hotel and hospitality services, supports various club activities.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Yokohama F. Marinos: Yokohama-based J-League football club competing in the same top-flight league as Shonan Bellmare's historical J1 footprint; directly comparable in regional Kanto market, fan base, matchday operations and J-League sponsorship economics.
• Kawasaki Frontale: Another Kanto-region J-League club (Kawasaki city) with a similar community-engagement focus, large corporate sponsorship book and stadium-driven matchday revenue model that closely mirrors Bellmare's operational profile.
• Yokohama FC: Yokohama-based J-League club sharing Shonan Bellmare's metropolitan Kanto catchment and similar mid-tier revenue scale; competes for the same regional sponsor base and local fan attention.
• Jubilo Iwata: Shizuoka-prefecture J-League club with comparable revenue scale, community youth academy model and history of bouncing between J1 and J2 — a direct analogue for Shonan Bellmare's current post-relegation trajectory.
• Ventforet Kofu: Yamanashi-based J-League club of similar size and revenue scale to Shonan Bellmare, with comparable reliance on a regional corporate sponsor base and matchday-driven economics.
• Albirex Niigata: Regional Japanese football club with strong community and youth academy operations, comparable sponsorship structure, and recent experience with J1/J2 transitions similar to Bellmare.

Others

• Wolverhampton Wanderers FC: English Premier League club with which Shonan Bellmare signed a strategic partnership in April 2024; comparable as a football club with multi-discipline community programs but operates at materially larger scale in a different geography.

Broad incumbents

• Kashima Antlers: One of Japan's most established and successful J-League clubs and a benchmark incumbent against which Bellmare competes for national visibility, premium sponsors and player recruitment.
• Urawa Red Diamonds: Top-tier J-League incumbent with a large regional supporter base and diversified revenue model; provides a reference point for what scaled Kanto football operations can achieve versus Bellmare's current scale.

Regional players

• Sagan Tosu: Regional J-League club based in Saga Prefecture with a similar revenue scale and community-focused operating model, though operating in a different Japanese region than Bellmare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bellmare_staff
• Facebookfacebook.com/teambellmare

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shonan Bellmare