Women's football is booming in Japan as the game tries to capitalise on Nadeshiko's World Cup and Olympic success

Although their Fifa Women's World Cup championship and an undefeated run in Olympic qualifying weren't enough to gain Japan's Nadeshiko more respect from Zurich (they remain fourth in the latest Fifa Women's World Rankings, unchanged from before the summer), their success on the field has translated into attention from fans and sponsors.

After Olympic qualifying, the Nadeshiko League announced a new sponsorship deal with credit card company Mitsui Suitomo. The agreement, the league's second following that of Plenus Co. Ltd., will allow the nine-team competition to fulfill its goal of holding matches across the country. With several other companies said to be in negotiations with the league, 2012 could be an even bigger year.

Individual stars are also benefiting, using their new-found fame to advance the sport in a country where a thick glass ceiling persists. Last week Coca-Cola Japan announced a three-year contract worth nearly €1 million with 33-year-old Nadeshiko veteran and INAC Kobe Leonessa midfielder Homare Sawa. The deal makes her the first female Japanese footballer with such an endorsement.