Why Japan Matters to the Seattle Seahawks

Seahawks MANAGING DIRECTOR OF GLOBAL MARKETS Isabelle Van Coevorden on Football, Community, and the Future of the Game

The NFL’s international growth is no longer a future ambition—it is already happening.

As the league continues expanding its global footprint, few organizations have embraced that vision more actively than the Seattle Seahawks. During a recent visit to Japan as part of a Washington State trade delegation, Seahawks Vice President of International Growth Isabelle Van Coevorden shared her thoughts on Japan’s potential as a football market, the importance of community, and the role the Seahawks hope to play in growing the game internationally.

Football Is Becoming a Global Sport

When asked about the future potential of American football in Japan, Van Coevorden pointed to the NFL’s growing global audience.

“Football is becoming increasingly global,” she explained. “Not only the Super Bowl, but regular-season games are attracting larger audiences around the world every year.”

She noted that international fan engagement continues to rise across social media platforms, with global audiences now representing a significant portion of the NFL’s overall fan base.

The game itself is also becoming more international. Today, more than 120 NFL players were born outside the United States, reflecting the league’s growing global reach.

For the Seahawks, Japan represents an important part of that future.

A Special Connection Between Seattle and Japan

Van Coevorden believes the relationship between Seattle and Japan goes beyond football.

“There has always been a strong connection between Washington State and Japan,” she said. “We also feel a very strong connection between the Seahawks and our fans in Japan.”

At the center of that relationship is one of the most recognizable fan communities in professional sports: The 12s.

Seahawks fans are known for their extraordinary loyalty and passion, embracing the idea that they serve as the team’s “12th player” on game day.

“The loyalty and commitment of The 12s is something truly special,” Van Coevorden said. “It’s a culture that resonates with people around the world.”

Building Long-Term Relationships in Japan

Looking ahead, the Seahawks see Japan as more than simply a market for fan growth.

Geographically, Seattle and Japan are closely connected across the Pacific. Culturally and commercially, the relationship is equally significant.

Van Coevorden explained that the organization’s long-term goals include expanding the fan base, creating opportunities for talent development, and building meaningful relationships within the football community.

“We want to continue strengthening connections with football organizations and communities in Japan,” she said.

The Seahawks have already demonstrated a commitment to international partnerships, becoming one of the first NFL clubs to establish a formal relationship with a European football organization. The team announced a partnership with Germany’s Rhein Fire in 2024, providing a model for future international collaboration.

What Does Football Need to Grow in Japan?

Despite its rich history, American football remains a niche sport in Japan.

When asked what is needed for the game to grow further, Van Coevorden emphasized accessibility.

“The more opportunities people have to experience football, the better,” she said.

That includes attending games, connecting with teams and players, and creating environments where fans can engage with the sport more directly.

For Van Coevorden, growth is not simply about participation numbers. It is about building communities and creating meaningful connections between people and the game.

The Seahawks Game-Day Experience

No discussion about the Seahawks would be complete without talking about game day in Seattle.

“The 12s are a truly special experience,” Van Coevorden said.

The organization places tremendous value on its relationship with fans, recognizing them as an essential part of the team’s identity.

On game days, fans from around the world gather at Lumen Field, creating one of the most intense atmospheres in professional sports.

“When you step onto the field, it becomes emotional,” she explained. “The energy is incredible.”

Lumen Field has long been recognized as one of the loudest stadiums in the NFL, a place where visiting teams often struggle against the combination of crowd noise and fan passion.

For many fans, a Seahawks game is not simply a sporting event—it is a community experience.

A Message to Japanese Seahawks Fans

Van Coevorden concluded with a message for Japanese members of The 12s.

“To all of our Japanese 12s, thank you for your support. We are so happy to be connected with you.”

She encouraged fans to visit Seattle and experience Seahawks football firsthand.

“We will continue pursuing championships, and we need your support along the way. Let’s do it together.”

More Than Growing a Fan Base

Throughout the conversation, one theme emerged repeatedly: the Seahawks’ vision extends beyond simply attracting more international fans.

Football has the power to connect people, communities, and cultures. It teaches trust, commitment, resilience, and the importance of working toward something larger than oneself.

Those values are not unique to Seattle or to the United States. They are shared by football communities around the world, including those in Japan.

What the Seahawks are building internationally is not merely a larger audience—it is a stronger global football community.

As connections between Seattle and Japan continue to grow, the opportunity extends beyond the sport itself. It offers a chance for people from different cultures to learn from one another, share experiences, and build lasting relationships through their shared passion for football.

Photo: Washington Office of the Secretary of State