Article by Riccardo Greco | Football Benchmark
Key Findings
- Strategic expansion into Asia: Red Bull's acquisition of Omiya Ardija represents its first foray into Asian football, marking a significant step in the group's ambition to establish a worldwide football presence.
- Japan as an undervalued talent hub: With a growing number of Japanese players transferring to European leagues at relatively modest fees, the market offers untapped potential for player identification and development, creating opportunities for Red Bull to bolster its global player pipeline.
- Smaller markets as popular landing spots: Japanese players typically enter European football through smaller leagues, likely capitalizing on affordable transfer opportunities. A standout example is the Belgian side Sint-Truidense VV.
Red Bull's global football footprint
In a landmark move that underscores its global ambitions, Red Bull has expanded its football portfolio into Asia by acquiring Japanese club Omiya Ardija. This strategic investment marks the energy drink conglomerate's first foray into Asian football. In detail, in August 2024, Red Bull acquired 100% of the club's shares from Nippon Telegraph and Telephone East (NTT East), a prominent telecommunications company.
This transaction is particularly notable as it represents the first instance of a foreign entity taking full control of a Japanese professional football team. This became possible following the removal of a 2020 regulation that required the majority of shares to be held by a domestic company.
It is worth mentioning that the City Football Group, among the most prominent multi-club networks in football, also has a presence in Japan, with its involvement with Yokohama F. Marinos. However, its minority stake in the club and overarching group strategy have limited the club’s influence on CFG’s dynamics.
In contrast, Red Bull's full ownership of Omiya Ardija and greater focus on player trading within its multi-club ownership ecosystem could make the club a more impactful addition to the network.
The expansion into Japan aligns with Red Bull’s broader strategy of building a global football network. Red Bull's football ventures began with the acquisition of Salzburg in 2005. This was followed by investments in the New York Red Bulls (USA), RB Leipzig (Germany), and Red Bull Bragantino (Brazil). Notably, the group has also recently expanded into other key markets through various operations, including the minority-stake acquisitions in Paris FC and Leeds United FC.
Acquisition objectives and strategic implications
The acquisition of Omiya Ardija aligns with Red Bull's dual objectives of immediate competitive success and long-term strategic growth. While the club's primary focus will be on achieving promotion to the J1 League and establishing itself as a title contender by 2030, the move also offers opportunities to the whole RB ecosystem.
By integrating Omiya Ardija into its global network, Red Bull can tap into Japan's growing pool of football talent, creating pathways for player development and facilitating transfers to other clubs within the group.
While navigating cultural and language barriers will be crucial for maximizing the long-term benefits of this venture, this acquisition builds on a solid foundation. It aligns seamlessly with the group’s broader strategy of selecting clubs with modest or declining competitive standing, rather than well-established top-tier teams. In this case, while Omiya Ardija boasts a historical presence in the J1 League, the club has always taken part in the second division since 2018 and played in the third division during the 2024 season, thus showing its potential for growth and transformation.
Japan as an undervalued talent hub
An analysis of the top Japanese players by estimated market value reveals a limited number of standout stars currently on the market—most notably Kubo and Mitoma, each valued at over EUR 40 million. Four players in the top 10 by value are playing for Premier League sides, with all but Morita playing in the “Big Five” leagues.
Broadening the scope, the overall pool of Japanese players valued above EUR 5 million remains relatively small, with only 24 players currently meeting this benchmark.
From a transfer market perspective, the analysis of the transfer flows of Japanese players moving from Japanese to European football since the 2018/19 season reveals a total of 182 transfers, underscoring the appeal of Japanese talent in the market. Notably, only 36 of these were fee-paying transfers, and none involved significant fees.
The primary destinations for Japanese players transferring from domestic leagues to European first divisions are not the “Big Five” leagues. Leading the way is Belgium’s first division, with 40 such transfers since the 2018/19 season, followed by Portugal, the Netherlands, and Scotland, which account for between 16 and 11 transfers each, thus representing ideal landing spots for Japanese talent.
This trend highlights that Japanese players typically enter European football through smaller leagues, likely capitalizing on affordable transfer opportunities. However, successful transfers are frequently attributed to deep market knowledge and established connections, rather than conventional player identification and development methods, given cultural and geographical challenges. Consequently, the success stories are often driven by the involvement of “market insiders” with familiarity with the Japanese football ecosystem.
A standout example is the Belgian club Sint-Truidense VV, which recorded 17 of these transfers. The club heavily relies on Japanese talent, acting as a gateway for top players from Japan to Europe. This success is underpinned by its Japanese ownership—DMM.com—which fosters strong ties with the Japanese football market.
Notable examples in Sint-Truidense recent history include Arsenal’s Takehiro Tomiyasu and Liverpool’s Wataru Endō, who both began their European journeys at Sint-Truidense before moving on to top European clubs.
Scottish side Celtic FC have been also particularly active in acquiring Japanese players, recording eight transfers from Japanese leagues since 2018/19. Among these, three transfers rank in the top 10 by transfer fee, including Kyogo Furuhashi, valued at EUR 14.1 million according to the Football Benchmark Player Valuation Tool as of December 2024.
This trend is no coincidence and can be seen as part of Celtic’s long-standing connection with Japanese football, dating back to the successful spell of former player Shunsuke Nakamura. Notably, the recent wave of signings was further catalysed by the appointment of Ange Postecoglou as manager in 2021, following his success with Yokohama F. Marinos in 2019.
Ideally positioned to shape the future
These findings suggest that Japan may be an undervalued talent hub, offering cost-effective opportunities for player identification, development, and trading towards smaller landing leagues.
Interestingly, the Red Bull group has already demonstrated a willingness to invest in Japanese players within their network. A prime example is Takumi Minamino, who joined RB Salzburg in 2015. Now playing for AS Monaco and valued at EUR 18.4 million, Minamino stands out as one of the most successful Japanese talents to emerge from the RB ecosystem.
However, the analysis reveals that market knowledge and local connections are essential for the success of the venture. Given the positive impact of Japanese players in the German Bundesliga—highlighted by figures like Daichi Kamada, Makoto Hasebe and Shinji Kagawa—along with the trend of entering European football through smaller markets, Red Bull, with its established networks in Leipzig and Salzburg, is well-positioned to capitalize on this investment. This makes the acquisition a prime first-mover opportunity in the market.
Therefore, Red Bull's acquisition of Omiya Ardija signifies a strategic expansion into a dynamic and growing football market. The competitive balance in the J.League anticipates that Red Bull could soon position Omiya Ardija for success. By effectively navigating cultural and competitive challenges, as well as tapping into an undervalued talent pool, Red Bull is poised to redefine the landscape of Japanese football while further solidifying its reputation as a global powerhouse.
