Retailers rev up marketing on MLB superstars’ Seoul visit
Major retail firms here are revving up their sports marketing campaigns amid a much-hyped Seoul visit by Major League Baseball (MLB) superstars, according to industry officials, Tuesday.
Coupang is the biggest beneficiary, as Coupang Play is the sole streaming service provider for the MLB World Tour Seoul Series.
The MLB matches — scheduled for March 20 and 21 — are widely expected to create a huge lock-in effect for consumers. Given Koreans’ love of baseball, more fans here are also projected to sign up for Coupang’s Wow membership to enjoy the baseball streaming service during the period.
It is estimated that more than 100,000 fans will flock to the Gocheok Sky Dome when the MLB matches take place. Tickets are selling for between 120,000 won ($89.56) and 700,000 won, and expectations are that Coupang Play will be able to rake in more than 20 billion won in ticket revenues, even if the company has not disclosed details.
Other conventional retail firms are also stepping up their marketing by selling special products in connection with the event. Lotte Duty Free has launched a special event under the theme of “Hit a home run” at its New Era pop-up store in central Seoul’s shopping district of Myeong-dong.
“Companies can leave a stronger and longer-lasting impression on customers when they engage in sports marketing,” an official from a local retail firm said. “The sports marketing may not guarantee any immediate sales growth for companies, but helps a lot in reinforcing their brand image.”
Lotte Department Store is also holding the same event at its Gimpo International Airport branch in southwestern Seoul.
When customers visit the pop-up stores, they can purchase baseball caps, T-shirts and other clothes worn by MLB players during game play.
E-Land has teamed up with Lotte Department Store, opening a joint pop-up store at Lotte World Mall in southeastern Seoul’s Jamsil. The store sells limited New Balance items that two baseball stars — Kim Ha-seong of the San Diego Padres and LA Dodgers superstar Shohei Ohtani — actually wore during their games. E-Land is the authorized seller for the sports brand here. The two players are also global ambassadors for the brand.
Oriental Brewery (OB) is seeking to raise its global profile as the sole alcoholic beverages sponsor for the Seoul Series. The company is promoting Cass, its flagship beer brand, at booths in front of the dome.
“The MLB opening series is a big event attracting attention from global sports fans. ”
“The MLB opening series is a big event attracting attention from global sports fans,” an official from OB said. “Beer is the most popular drink at baseball stadiums. We expect our sports marketing to tighten our footing as the nation’s best-selling beer brand.”