Park Han-sol reports on Korea's financial regulators, along with fintech and insurance. She previously wrote about the art world, from biennales and exhibitions to fairs and auctions, with a focus on Seoul and the figures shaping the scene. Before joining The Korea Times, she spent a year at ABC News' Seoul bureau, contributing to coverage of major Asia-Pacific events.
Banks, card issuers turn baseball fandom into financial products
Samsung Lions players celebrate after hitting a home run during a game against the LG Twins at Jamsil Baseball Stadium in Seoul, Tuesday. Courtesy of Samsung Lions
By Park Han-sol
As the Korea Baseball Organization (KBO) continues its record-breaking boom, drawing more than 10 million fans annually since 2024, Korea’s financial sector is racing to tap into the country’s sports fever with a growing lineup of tailored financial products, according to industry officials Wednesday.
Banks and card issuers are rolling out interactive products that tie customer rewards to team performance and fan engagement.
In the banking sector, team-linked savings products are emerging as a particularly popular strategy.
Shinhan Bank offers a KBO-themed savings account that provides interest rates of up to 5 percent annually, depending on a supported team’s KBO season performance. Additional perks can also be earned through prediction events within the bank’s mobile app.
Regional lenders are also leveraging hometown loyalty.
NH NongHyup Bank has introduced a product tied to the NC Dinos, with annual rates climbing as high as 7 percent based on team performance and customers’ success in prediction programs.
Busan Bank and Kwangju Bank have launched similar offerings linked to the Lotte Giants and Kia Tigers, respectively, rewarding customers based on playoff appearances and fan participation.
Meanwhile, credit card companies are targeting consumers more directly at the ballpark.
Samsung Card, through partnerships with the Hanwha Eagles and Samsung Lions, offers discounts of up to 50 percent on home game tickets and official merchandise.
Fans of Seoul-based clubs Doosan Bears and LG Twins are also seeing special discounts through KB Kookmin Card and Shinhan Card, respectively.
The financial industry’s notable baseball marketing push reflects the strong loyalty of Korea’s baseball fan base.
Products built around sports fandom tend to foster stronger customer retention, making them an appealing strategy for securing long-term customers. Industry officials also point to the rapid influx of younger fans in their 20s and 30s, a demographic with growing purchasing power, as a key reason financial firms are eager to deepen engagement.