Sports marketing: How did they attract young female baseball fans?

Korean Baseball’s New Era: The Rise of Young Female Fans and the Power of Cultural Content

Korean professional baseball is once again approaching the 10-million spectator mark. In the 2023 season, approximately 8 million fans attended games, surpassing pre-COVID levels, highlighting the sport’s growing popularity. This number signifies more than just attendance; it marks baseball’s reaffirmation as a mainstream sport. Shows like "Strongest Baseball"(최강야구) have become highly popular, drawing a significant influx of young fans contributing to a cultural shift in the fanbase.

credit by. KBO

The Rise of the 20s and 30s Generation, Especially Women

The primary driver behind this resurgence has been the increase in fans aged 20 to 30. Among them, the rise in female fans has been particularly notable, changing the demographics of the stadium audience. This influx of female fans has not only boosted attendance but also influenced fan culture and marketing strategies within the sport.

“Korean baseball is like a rock concert”…
The reason why the number of spectators in their 20s is increasing / JTBC Morning & 2024.08

Reasons for the Increase in Young (Female) Fans

1. OTT Platforms like TVING Driving Content Expansion
   • New Media Rights Agreement: KBO signed a new broadcasting rights deal with OTT platform TVING, allowing derivative works like short-form videos under 40 seconds for non-commercial purposes.
   • Change in Policy: This agreement represents a shift from previous restrictions that prohibited posting baseball-related videos on platforms other than designated rights holders, enabling greater fan engagement.
   • Viral Trends: The new policy has led to the proliferation of baseball videos on platforms like YouTube and Instagram, contributing to trends such as the KIA cheerleaders' viral "Bbi-ki Bbi-ki Dance."
   • Emergence of MZ Culture: A new culture has emerged, where fans share short videos of themselves at the ballpark—holding player cards, enjoying food and drinks, and dancing, thereby fostering a sense of community.
   • Personal Storytelling: Fans are using these interactions to express their personal stories, transforming baseball into more than just a sport but a lifestyle.
   • Humanizing Players: By highlighting the personal stories and human side of players, the content resonates with fans, encouraging deeper engagement with the sport.
2. Baseball as an Affordable Leisure Activity
   • Attractive Leisure Choice: With games lasting over three hours, baseball provides a variety of activities and entertainment, including food and live events, making it an appealing and cost-effective leisure option.
   • Cost-Effectiveness: The relatively low ticket prices, compared to movie tickets, combined with the diverse experiences available, make baseball an ideal activity for young women to enjoy with friends, family, or as a date.
   • Lower Financial Burden: Compared to other forms of entertainment, baseball presents a lower financial burden, further increasing its appeal, allowing fans to enjoy a full day of fun without breaking the bank.
3. The Popularity of "Strongest Baseball" Program
   • The TV show "Strongest Baseball" has garnered immense popularity by showcasing not just the sport but the players' personalities and camaraderie, engaging audiences who might not have been interested in baseball before.
   • The program’s success has spread rapidly via social media, drawing in more fans, especially younger women.
   • By making baseball accessible and relatable, the show has played a key role in increasing game attendance.
4. Targeted Marketing for the MZ Generation
   • In the past, baseball teams focused primarily on performance rather than profits. However, with the influx of younger fans, teams have shifted their approach, prioritizing marketing efforts.
   • Collaborations have been central to this strategy. For example, the Lotte Giants partnered with popular characters like "Crayon Shin-chan" to create unique merchandise, while Doosan Bears gained attention by creating content with Winter, a member of the popular K-pop group aespa.
   • These partnerships have successfully attracted the MZ generation, positioning baseball as more than just a sport but a cultural phenomenon.
     
     
     

Conclusion

The resurgence of spectators in Korean baseball, edging closer to the 10-million mark, is the result of several factors converging. The influx of women in their 20s and 30s has been driven by the expansion of content through OTT platforms, the cost-effectiveness of baseball as a leisure activity, the popularity of shows like "Strongest Baseball", and proactive marketing targeting the MZ generation. This trend has solidified baseball as cultural content that extends beyond just the sport itself, with future growth looking promising.