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The Korea Professional Sports Association announced that it held the "3rd 2026 Professional Sports Business Special Lecture" on the 4th at an education center in Jung-gu, Seoul, with approximately 50 practitioners from professional leagues and clubs in attendance.
This special lecture was held under the theme "What Should Professional Sports Prepare for in 2027: New Business Strategies Through Customer Experience, Data, and Trends." It was organized to awaken business acumen among front-line practitioners in professional sports and to provide the latest case studies and insights from the distribution, overseas professional sports, and trend sectors as a reference for preparing 2027 business plans.
The lecture consisted of three sessions: customer experience, fan data utilization and business strategy, and trend outlook.
In the first session, Kim Ki-hoon, Buyer (Deputy Team Leader) of the Content Development Team at i-Park Mall, took the stage as a speaker. Deputy Team Leader Kim introduced the differentiated content development process and case studies unique to the i-Park Mall Yongsan branch that overturned industry prejudices, under the theme "A New Space in the Distribution Industry Created by the 'Courage to Be Rejected': Dopamine Station," sharing know-how on space planning that draws customers.
In the second session, Koji Enomoto, President of "Shimane Susano-o Magic" of Japan's professional basketball B.LEAGUE, presented "Fan Data into Growth: Shimane Susano-o Magic's Business Strategy." President Enomoto shared business cases connecting fan data to club growth and presented practical methods for professional clubs to expand their revenue structures by utilizing fan data.
The third session was led by Song Gil-young, a Mind Miner who observes and analyzes the sentiments of the era and author of the book series "Era Forecast." Author Song discussed the meaning of "effort" that people value in the AI era and changing consumption and fandom trends under the theme "The Time of Hardworking People – In the AI Era, People Are Enthusiastic About 'Effort,'" earning applause from attendees.
The Association stated, "With the goal of discovering new business opportunities and supporting the formulation of business strategies in the professional sports field, we plan to continuously share the latest trends and practical case studies across various industries beyond professional sports through the 'Professional Sports Business Special Lecture.'" It added, "In addition, we will support the enhancement of practical capabilities among professional sports members by providing AI utilization training that can be immediately applied to the workplace, as well as education on state contract law and settlement practices."
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*This content was translated by AI.View Original
