Despite this seemingly perpetual outrage, the baseball fandom comprises some of the most passionate and engaged individuals. With each game, baseball-related topics dominate real-time trends on social media, and online communities frequented by fans promptly update every critical moment of the game. Fans also share analyses of players and teams based on data. Those who visit stadiums in person amount to a staggering eight million annually. This fandom actively spreads buzz and engages vigorously. Watching all 144 games and transforming the resulting frustration into witty content is a hallmark trait of baseball fans.

So, what marketing strategies are the KBO's various teams deploying to captivate such a passionate baseball fandom?

1 Calling All Foodies: The Culinary Delights of Baseball Stadiums

According to a 2023 survey on spectator tendencies by the Korean Professional Sports Association, the predominant reason people visit baseball stadiums is for the "exclusive on-site experiences." This includes thrilling games and fervent cheering, but recently, a standout in on-site marketing has been undoubtedly the "baseball stadium food."

Remember the MLB Seoul Series at Gocheok Sky Dome last March? The international broadcasters eating Gocheok's famous 'cream shrimp' became a hot topic during the event. This exemplifies how 'Yapu' (an abbreviated word for baseball food in Korean) has garnered significant affection among baseball fandoms. Search terms combining [stadium name + food] often appear at the top of Internet search results, and curated lists of stadium delicacies frequently go viral.

Innovations such as designated seat delivery, in-stadium barbecue zones, and queue-free smart ordering show that baseball stadium food continuously evolves. These innovations provide more than just convenience for the spectators; they give fans a reason to prefer watching games at the stadium rather than at home, and they also serve as a chance to draw in non-baseball fans. Numerous new gourmet spots have opened across stadiums nationwide this season, and various easy-to-carry new menu items have been introduced. Indeed, 'Yapu' can be considered an optimal marketing element.

2 Welcome Newcomers! Engaging Content for Fans

Teams are actively employing fandom marketing utilizing their star baseball players. The 'photo card' trend started with K-Pop and has made its way to baseball. Some stadiums offer limited-time free photo cards of specific players or allow fans to print tickets with their chosen pictures, much like in cinemas. These strategies create precious memories for fans and naturally encourage them to share their experiences on social media.

The scope of digital content has also expanded. All KBO teams now operate official YouTube channels, providing unique, homegrown content. From 'Dukjik' (dugout direct cams) to game highlights and off-season content like spring training, these diverse offerings capture fans' attention. Entertainment-type content showcasing players' different charms is also popular. Notably, the cooking skills of KIA Tigers player Goh Jong-wook and the singing talent of Hanwha Eagles player Roh Si-hwan have become talking points even among non-baseball fans, serving as new reasons for them to start following baseball.

3 Unique Collaborations in Merchandise

Merchandising (MD) remains a crucial marketing element. The survey reveals that about 57% of spectators at baseball games spend over 100,000 won on MD products during a season. Targeting this high purchase intent, teams offer traditional fan gear and uniforms and diversify into camping gear, pet supplies, and picnic items.

Unique collaborations also enhance the appeal of MD products. The Lotte Giants recently launched a collaboration edition with the animated series Crayon Shin-chan, featuring everything from baseball merchandise to office supplies and jersey designs. The edition captured the adorable essence of Crayon Shin-chan and garnered significant fan engagement.

The LG Twins collaborated with the YouTube channel "BDNS" with Mr. Moon Sang-hoon, a long-time Twins fan, adding authenticity to the project. Moreover, the LG Twins have continued to engage fans with collaborations featuring popular characters like 'Hello Kitty' and 'ZANMANG LOOPY.'

Other successful collaborations include the NC Dinos’ "PUZZUP" game and the SSG Landers’ "Starbucks Day," which fans have well-received. Collaborative marketing is expected to continue expanding across various fields.

Watching the video, one can't help but empathize with 'those always angry' fans—a fandom characterized by passion, cohesiveness, and decisive purchasing power. Why not spend this weekend at the baseball stadium, experiencing it alongside them?