A new attempt at citizen collaboration in J.League Sharen!(social collaboration activities)

-The potential of FC Tokyo「TOKYO SOCIAL COLLABORATION」from the perspective citizen collaboration-

Abstract

The J.League and J.Clubs are promoting the J.League Sharen! (social collaboration activities) initiative. This study aims to clarify trends in the content of Sharen by analyzing the actual activities of all 60 J.League clubs. We focus on citizen collaboration efforts in which fans and supporters are proactively involved in Sharen, and use the Sharen “TOKYO SOCIAL COLLABORATION,” which FC Tokyo began in 2024, as an example. By examining the organization's objectives, strategies, positions, goals, organizational structure, community, management, and actual activities, this study shed light on the potential for new citizen collaboration initiatives that transcend traditional Sharen and aim to contribute to society in an autonomous, self-sustaining, and sustainable manner by fans and supporters.