Junya Higuchi is a Corporate Executive Officer of the J.LEAGUE. J.League is Japan’s professional football league, founded in 1991 and playing since 1993 under the Japan Football Association. Sixty clubs compete across three divisions (J1, J2, J3), each rooted in its local community through a club-licensing system and a “100 Year Vision” of sport for all. J.League has moved to a European-aligned autumn–spring calendar from the 2026–27 season. He joined the J.LEAGUE in 2014 following a career at an advertising agency. As a member of the Marketing Division, he played a key role in negotiating the league’s broadcasting rights agreement with DAZN. In 2022, he moved to the Football Division, where he has led the J.LEAGUE’s mid- to long-term strategic planning and several major reforms, including the transition to a new season calendar, the launch of the U-21 League, and reform of the player contract system. He currently oversees Football, Broadcasting Rights, the Media & Content Business, and Partnership Strategy.