SAMG Entertainment Teams Up with K League to Bring "Tinyping" to Stadiums, Targeting More Family Visitors

by Jang Hyowon

Published 28 Apr.2026 14:18(KST)

SAMG Entertainment will collaborate with five K League teams (Ulsan Hyundai FC, Jeju SK FC, Yongin FC, Gangwon FC, and FC Anyang) to celebrate Family Month in May. From May 2 to 10, experiential programs and on-site productions utilizing 'Catch! Tinyping' will be held at each regional stadium.

On April 28, SAMG Entertainment, a global IP content company, announced that it will launch offline marketing campaigns in collaboration with the domestic professional football league, the K League, targeting Family Month in May. The strategy aims to broaden fan engagement at major stadiums nationwide and attract more family visitors.

This collaboration will take place sequentially, starting with Ulsan and Jeju on May 2, followed by Yongin on May 3, Gangwon on May 5, and Anyang on May 10. A notable feature is that Season 6 characters from "Catch! Tinyping" are matched to each club's symbols and atmosphere. "Sapoonping" will represent Ulsan Hyundai FC, "Bboniping" for Jeju SK FC, "Eclipseping" for Yongin FC, "Areumping" for Gangwon FC, and "Hachuping" for FC Anyang, offering fans new attractions at each venue.

At the stadiums, a variety of experiential programs will be operated, including photo walls and pop-up goods stores. By designing a flow that connects the entrance, experiences, cheering, and merchandise purchases, the company seeks to move beyond traditional match viewing, increase the time visitors spend at the stadium, and naturally expand experiences with the IP. The vision is to develop sports viewing into an integrated cultural content experience.

Each club will also offer customized events. Ulsan will boost the on-site atmosphere with a large advertising balloon and a mascot marching band parade. Jeju will feature participatory programs such as paper ticket and souvenir giveaways, mascot greetings, and a dice challenge. Yongin will celebrate Children's Day with special tickets, a character-led kickoff, a drawing contest, and halftime events. Gangwon will increase visitor interactions with photo zones and character performances, while Anyang will feature a Hachuping kickoff and a quiz event.

Industry experts expect that as May is a peak season for family leisure activities, including Children's Day, the combination of a popular IP and professional sports will have a positive impact on visitor numbers and consumption. This trend also aligns with the expansion of stadiums from simple viewing spaces to family-oriented entertainment venues.

This project reflects SAMG Entertainment's broader strategy to expand IP utilization into the sports sector. After confirming positive fan responses through previous collaborations with the KIA Tigers, the company is now diversifying its business model by extending such efforts to football.

A company representative stated, "We focused on enriching the stadium visit experience through collaboration with K League clubs. Moving forward, we will continue introducing on-site content targeting diverse fan bases and expanding the overall fan experience."