Over 100 practitioners from baseball, soccer, basketball, volleyball, and golf attended the 'Professional Sports Business Special Lecture'.

*This content was translated by AI.

The Korea Professional Sports Association announced on the 28th that it held the '2026 First Professional Sports Business Special Lecture' at Seoul Daehan SangGong Hoe-ui-so (Rep.) Hall, with approximately 100 practitioners from seven professional sports organizations and teams in attendance.

This special lecture was held under the theme 'How Customers Become Fans: Designing Brand Experiences and Executing Campaigns to Turn Customers into Fans'. It was organized to awaken business acumen among frontline professionals working directly in professional sports and to provide them with up-to-date fan marketing insights from various industries.

The lecture proceeded through three sessions: customer analysis, branding strategy, and campaign execution.

In the first session, Jeong Eun-u (Head) of Daehaknaeil Insight Strategy Division served as the speaker. Head Jung focused on 'To Those Who Still Think Chicken and Cheerleading Are What Make Baseball Attractive', analyzing key factors behind professional baseball's likely achievement of over 10 million spectators for three consecutive years while highlighting core elements of brand experiences that transform spectators into fans.

In the second session, Jeon Woo-sung, former 29CM Branding Director and CEO of Seaside City, presented 'The Beginning and Core Experience of Branding: Differentiation Strategies Through Diverse Cases'. Jeon (CEO) shared strategies for connecting customer experiences to unique brand competitiveness exclusive to professional sports, based on various corporate case studies.

The third session was led by Jeon Ha-na, former Brand Communication Planning Team Leader at LUSH (LUSH). Team Leader Jeon presented 'Why Did LUSH Bring Restrooms to Festivals?', revealing the entire process—from planning and execution to performance measurement—of actual campaigns that gained attention at major festivals and on social media, earning strong responses from attendees.

Meanwhile, the second Professional Sports Business Special Lecture is scheduled for September under the theme 'What Makes High-Performing Teams Different: Establishing Work Standards Together with Leaders and Team Members'.

The association plans to continuously expand customized programs—including AI utilization training, education on national contract law and settlement practices—to strengthen the practical skills and competitiveness of professional sports members.

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*This content was translated by AI.