"Following the World Cup, WBC Boom Arrives"...Retailers' Marketing Heats Up

WBC Opening Spurs Marketing in Retail Industry
Big Match on 10th Between Korea and Japan Expected to Be Sales Turning Point
Food Service, Convenience Stores, and Fashion Industries Join In

Ahead of the 2023 World Baseball Classic (WBC), the distribution industry is fervently engaging in sports marketing to capitalize on the special demand. The tournament, postponed due to COVID-19, is being held for the first time in six years, and as the first large-scale international sports event since the mask mandate was lifted, expectations for sales growth are high across the board.

Convenience store CU beer discount event. [Photo by BGF Retail]

South Korea is scheduled to play its first Round 1 Group B game against Australia at 12 PM on the 9th. The 2023 WBC opened on the 8th. Notably, following the opening game, a Korea-Japan match is set for the 10th, and the industry anticipates significant sales increases in convenience stores and the dining sector on that day. During the World Cup season, the food and beverage industry, dining sector, and convenience stores all experienced a rare sales boom. At the end of last year’s World Cup season, on days when South Korea played, chicken delivery demand surged dramatically, with major chicken brands such as Kyochon, bhc, and BBQ seeing order volumes rise by 110% to 220% compared to usual. Other delivery foods, including chicken, also saw a surge in orders across various locations. During the same period, convenience stores recorded sales of key products increasing by two to three times or more.

The dining industry expects a similar situation this time and has made thorough preparations. They are also intensifying marketing efforts to attract the so-called ‘Jipgwanjok’ (people who watch games at home). Pizza Hut launched the 'Double Home Run Set' online targeting these home viewers, and Mom’s Touch prepared an event offering discounts on popular menu items to customers who visit on the days of the national team games, including the 9th, 10th, 12th, and 23rd. Chicken brand Goobne is also offering discounts on four popular menu items on the day of the Korea-Japan match.

The convenience store industry is also fiercely competing in baseball marketing. CU released seven types of wine representing major U.S. baseball cities in line with the WBC. From the 9th to the 15th, beer products are discounted to about 2,000 KRW per can. Through the Pocket CU application, a partnership event with Megabox is being held for group viewings of the Korea-Japan and Korea-China matches. Seven Eleven is offering up to 36% discounts on 16 types of beer from the 8th to the 14th, along with a buy-one-get-one-free promotion on carbonated drinks and discounts on two types of ice cream. There is also an event where pure gold is awarded depending on the national team’s performance.

The fashion industry is also joining the marketing efforts. Prospex, which signed an official sponsorship agreement with the Korea Baseball Organization (KBO), provides the national team with uniforms, baseball apparel, and equipment. They plan to focus on selling national team uniforms in line with the WBC schedule. Shinyoung’s men’s clothing brand ‘Ziek’ specially produced and sponsored the national team’s uniforms. Shinyoung is holding a prediction event on its online mall and plans to give away players’ autographed baseballs and neckties to customers who purchase products during live broadcasts.

An industry insider said, "Although it may not be as big as the World Cup, with big matches like the Korea-Japan game included, the cheering enthusiasm is expected to be intense," adding, "Especially if the team succeeds in reaching the semifinals for the first time in 14 years, national interest will rise significantly, and various promotions will be launched competitively."

This content was produced with the assistance of AI translation services.