Tokyo, 9 October 2025 - Japan’s premier volleyball league, SV.LEAGUE, has renewed its ambitious execution roadmap and published it as “Reborn II” ahead of the league’s second-year season opener this weekend, reaffirming its goal of becoming the world’s leading volleyball league by 2030.

Under the updated “Reborn II” plan, SV.LEAGUE targets JPY 50 billion (approx. USD 330 million) in annual business scale and 2.5 million in annual attendance in the 2030/31 season, aiming to lead global volleyball across three dimensions: business excellence, social influence, and sporting performance. This roadmap builds on the original bold execution plan “Reborn,” conceived in 2023; under Reborn, in its inaugural 2024/25 DAIDO LIFE SV.LEAGUE season, the league achieved a business scale of JPY 24.9 billion (latest forecast) and drew 1.12 million total attendees—already double the previous V.LEAGUE era.

Business excellence: SV.LEAGUE will strengthen governance, build out league-wide operating foundations, launch new businesses, and increase investment in digital marketing to achieve the world’s largest attendance as well as the world’s leading business scale and economic ecosystem.

Social influence: Through its business activities and community partnerships, the league will engage audiences across Japan and worldwide, contributing to local communities and addressing social issues—moving both hearts and the economy. International expansion, including into Asia, is also under the scope.

Sporting performance: By enhancing league systems and deepening collaboration with federations and leagues worldwide, SV.LEAGUE strives to become the league with the highest concentration of national-team players and a platform where aspiring “professional volleyball players” from Japan and abroad can grow.

Masaaki Okawa, Chairman of SV.LEAGUE, commented:
“In Japanese professional sports, many businesses still rely on an ‘import’ model—bringing top overseas clubs to Japan for games. SV.LEAGUE intends to pursue an ‘export’-driven international strategy as well. We will explore deeper collaboration with European leagues and intensify our efforts toward becoming the world’s best. Within league operations we are establishing an International Group to accelerate our global strategy. With the three pillars of business excellence, social influence, and sporting performance, we will move forward in step with our execution plan, Reborn II.

“It is important that we define precisely what we mean by ‘world’s best.’ For us, it rests on those three pillars. Our experience principles and engagement slogans remain unchanged: ‘Attack the Top’ and ‘Setting the next global standard from here.’ The slogan does not mean imitating another country’s league; it means operating with the conviction that SV.LEAGUE itself will become the global standard. We share these corporate visions with all clubs and players as the compass we return to whenever choices are difficult. We will continue to refine our model for what a league must be in order to become the very best in the world.”

The 2025/26 DAIDO LIFE SV.LEAGUE WOMEN will kick off on Friday, 10 October 2025, followed by the 2025/26 DAIDO LIFE SV.LEAGUE MEN, which will begin on Friday, 24 October 2025, featuring a high-profile opening match between SUNTORY SUNBIRDS OSAKA and OSAKA BLUTEON. During the regular season, each club will play 44 home-and-away matches. The top eight of the 14 women’s clubs and the top six of the 10 men’s clubs will advance to the Championship to compete for the season title.