Japan Football Association announces new women's football strategy

The Japan Football Association (JFA) has announced its ‘Women’s General Strategy’ as a core component of the JFA Growth Strategy 2026–2031. The initiative aims to transform women’s football into a high-growth market comparable to advanced nations in Europe and North America.

The strategy focuses on two primary pillars: improving competitive performance and increasing the overall value of women’s football. Key performance indicators (KGIs) include winning major international competitions—such as the AFC Women’s Asian Cup, FIFA Women’s World Cup, and the Olympics—as well as doubling the population involved in women’s football and increasing the recommendation rate for the sport by 10 points.

JFA President Tsuneyasu Miyamoto emphasized the need for urgent action, noting that while Japan has made progress since the 2011 World Cup victory, challenges remain regarding regional playing environments and the number of female coaches and referees. Former player Homare Sawa also highlighted the importance of creating an environment where future generations can pursue the sport without limitations.