"The More You Run, the Higher Your Team Rises"... 9.81 Park Jeju Launches KBO Fan Participation League

9.81 Park Implements Team Competition for All 10 Clubs
Using Fan Behavior Data

A new KBO cheering league, where fans' running and shouting directly impact the win rate of their chosen team, will be held in Jeju.

9.81 Park Jeju is collaborating with the Korea Baseball Organization to conduct the "My Dream is KBO 981 League Cheerleading Captain" campaign. Photo by Daesung Finetech Monolith Division

On March 20, 9.81 Park Jeju, operated by the Daesung Fintech Monolith Division, announced that it will collaborate with the Korea Baseball Organization (KBO) to run the "My Dream is KBO 981 League Cheerleader" campaign.

This campaign is a fan participation program launched to coincide with the opening of the KBO League regular season. With the main slogan "Cheering that shakes your heart, sprinting towards victory!", it will run for about nine months from March 28 to December 31. Participants will serve as cheerleaders for one of the 10 KBO League teams, taking on various activity missions throughout the park. The outcomes of these missions will be reflected in the teams' win rates and overall rankings.

Participants can join the league through the dedicated 9.81 Park app. By purchasing a "KBO 981 League" ticket, they are automatically assigned to their chosen team. Afterward, they use team-specific paper tickets to take on missions at various locations within the park.

During this process, a range of behavioral data—such as driving records, mission performance results, and cheer decibel levels—are collected and analyzed in real time using sensors and AI technology. The accumulated data is reflected in each team's win rate, and total participant performance is aggregated to calculate comprehensive team rankings. This structure goes beyond simple experiences, turning fan actions in the real world into direct competition among teams.

Individual "cheerleader stats" are also provided. Borrowing the "five-tool" concept used to evaluate baseball players' overall abilities, the stats are comprised of sprint power, charge power, passion, resilience, and spin. Data collected during activities such as Race981, Ringo, Cheering Shout & Ceremony, Arena & Pro Arena, and Sky Swing are analyzed and converted by AI to generate these stats.

There are a total of 12 "KBO 981 League" missions linked to in-park activities. Missions such as "Exceed the Standard of Sprinting," "Master Acceleration," "Unleash Your Cheer," "Dominate the Battlefield," and "Create a Thrill" are designed so that visitors can move their bodies, cheer, and compete at the same time.

The flagship mission, "Unleash Your Cheer," incorporates KBO cheer culture into 9.81 Park's gamification system, "Scream." When participants shout their team slogan above a certain decibel level at the start of the D3 course in the gravity racing activity "Race981," the AI voice recognition system detects this and activates a speed booster.

The GR vehicle operating at 9.81 Park Jeju. Photo by Daesung Finetech Monolith Business Division

After the race, AI-powered individual highlight videos are also provided. Generative AI automatically assembles personalized scenes based on play data such as driving records, speed changes, booster activation points, and cheering success, reorganizing them into videos with different narrative structures.

Spaces have also been created to enhance team affiliation and immersion. At the entrance display zone, reminiscent of a dugout tunnel, mascots and slogans of all 10 teams are showcased. In the "981 Clubhouse" within the park, exhibition spaces feature each team’s logo and actual uniforms.

9.81 Park Jeju explained that this campaign is an attempt to expand stadium-centered sports cheering culture into interactive content based on real-world game play. The park differentiates itself by converting participants’ physical actions into data and gamifying them, connecting these directly to an actual league competition structure.

Kim Jongseok, CEO of Daesung Fintech, stated, "9.81 Park is a 'spatial game park' where space, sports, games, and AI technology are integrated. The core is collecting visitors' real actions as data, analyzing them with AI, and reflecting the results in game and competition structures. Through our collaboration with KBO, we've infused the fun of Korean professional baseball's cheering culture and competition into every corner of the park. We hope visitors will enjoy a new sports experience, running and cheering themselves as if they were real cheerleaders, and actively participating in team competition."

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