A strong wave of sports marketing is sweeping through the retail industry, with significant events planned in South Korea featuring major European football clubs. Following its successful hosting of a friendly match between Paris Saint-Germain (PSG) and Jeonbuk Hyundai in August, online video service Coupang Play has solidified its position as a key player in domestic sports marketing. This match attracted over 40,000 spectators despite extreme heat, showcasing the country’s passion for football.
This month, Coupang Play will bring top-tier European football to Korea with matches involving renowned teams, including FC Barcelona, Newcastle United, and Tottenham Hotspur. The first event will take place on June 30 at Suwon World Cup Stadium, where Newcastle will face Team K League, followed by a match between Tottenham and Newcastle on July 3 at Seoul World Cup Stadium. These events are anticipated to attract significant attention, dubbed the “star war” of the English Premier League (EPL).
The marketing strategy also aims to promote Coupang Play’s exclusive EPL broadcasting rights and its sports subscription package, ‘Sports Pass’. By securing broadcasting rights for six seasons, Coupang Play now holds rights to transmit all four major football leagues globally, which is expected to draw a considerable number of sports fans, especially those who previously subscribed to competing services.
In a parallel initiative, Genesis BBQ is celebrating its 30th anniversary by securing 30,000 tickets for a friendly match between FC Barcelona and FC Seoul. The franchise plans to distribute tickets through its app, a strategy that has already seen a sixfold increase in app subscribers since the announcement of the event. This approach not only enhances customer loyalty but responds to the growing costs associated with delivery services.
Traditionally, visits from high-profile sports teams were rare, but the retail sector’s leadership in hosting such events reflects a larger trend of consistent sports engagement in Korea. Coupang Play’s annual invitations to prominent football teams from Europe since 2022 demonstrate its ambition and strategy in the sports domain. This summer’s events also extend to various sports, including baseball and golf, marking a significant expansion.
Coupang’s aggressive marketing efforts are yielding impressive results, with monthly active users of Coupang Play skyrocketing from 810,000 in 2021 to approximately 6.95 million in June 2023. Furthermore, its Wow Membership has grown from 9 million to 14 million in the same period, showcasing a strong customer base. Past events, like the MLB Seoul Series featuring superstar Shohei Ohtani, generated substantial ticket revenue and boosted the local economy significantly.
Experts suggest that Coupang’s strategic sports marketing not only enhances consumer relations but also strengthens its overall branding and customer loyalty. Sports events are becoming a powerful lever for retail growth, demonstrating how effective engagement in sports can intertwine with business strategies to create positive outcomes for both consumers and companies alike.