A milestone collaboration
The Pokémon Company has revealed a new partnership with Japan's J. League that will see each of the league's 60 clubs receive a dedicated partner Pokémon as part of the franchise's 30th‑anniversary celebrations.
The collaboration goes beyond a simple branding exercise, introducing exclusive logos that feature the newly assigned Pokémon alongside each club's identity, and a line of limited‑edition merchandise that will be handed out to spectators attending matches between August 7 and September 30.
Jim Norman, senior manager at The Pokémon Company, said the initiative is designed to deepen the connection between fans and the sport, adding a playful layer to the excitement of a J. League matchday.
Limited‑time fan benefits
Fans can look forward to tote bags that showcase the team's mascot Pokémon together with the iconic Pikachu, turning everyday items into collectible memorabilia during the specified window.
The partnership also marks the debut of more than 1,000 new logos that will be rolled out across the Pokémon series, underscoring the scale of the anniversary celebration.