SSG Landers, the professional baseball team acquired by Shinsegae Group in 2021, has reported remarkable growth, driven by the increasing popularity of Korean baseball. In 2025, the team's revenue reached 72.2 billion won, marking an 18.4% increase from the previous year, with operating profit soaring by 150.5% to 4.9 billion won.
Why it matters: The growth of SSG Landers reflects broader trends in the Korean baseball league, which has seen a surge in attendance and revenue. This shift is indicative of a new era for sports entertainment in South Korea.
In 2025, the total attendance for Korean professional baseball surpassed 12.3 million, a historic first for the league.
SSG Landers recorded approximately 1.28 million fans in 2025, achieving the highest attendance in the team's history.
The team’s revenue growth is attributed to enhanced marketing strategies and diversified income sources.
Driving the news: Financial disclosures reveal that SSG Landers' revenue has steadily increased since its inception, growing from 52.9 billion won in 2021 to 72.2 billion won in 2025.
Revenue from affiliated companies was stable at around 21.6 billion won, but its proportion of total revenue fell below 30% for the first time.
Affiliated revenue share decreased from 42.2% in 2021 to 29.9% in 2025, demonstrating the team's growing independence.
New revenue streams include advertising, ticket sales, merchandise, licensing, and collaborative marketing efforts.
State of play: SSG Landers has implemented strategic initiatives to connect baseball with retail and leisure sectors, enhancing fan experience and driving additional revenue.
Shinsegae Group Chairman Jeong Yong-jin aimed to integrate the baseball team with the group’s retail and leisure businesses since the acquisition.
The home stadium, now branded as SSG Landers Field, has introduced specialized seating options, including skyboxes and pet-friendly areas.
Starbucks and other affiliated brands are now present within the stadium, creating a cohesive shopping and entertainment experience for fans.
The big picture: The rise of SSG Landers coincides with a broader transformation in the Korean sports industry, where teams are increasingly focused on creating immersive experiences for fans.
SSG Landers has successfully capitalized on the recent boom in baseball attendance, with the last three seasons each exceeding 1 million attendees.
The team is set to launch the 'Landers Shopping Festa,' a comprehensive event that integrates online and offline sales, enhancing the synergy between sports and retail.
Future plans include the construction of Starfield Cheongna, a massive entertainment complex expected to open in late 2027, which aims to attract even more visitors to the area.
What they're saying: Industry experts and team executives express optimism about the future of SSG Landers and Korean baseball.
“The increase in attendance and revenue is a clear sign that our strategies are working,” said Jeong Yong-jin, emphasizing the importance of fan engagement.
“We are not just selling tickets; we are creating an entertainment ecosystem,” a spokesperson for SSG Landers noted.
Analysts predict that the trend of integrating sports with retail will continue to grow, benefiting both industries.
By the numbers: The financial performance of SSG Landers highlights its successful growth and operational strategies.
2025 revenue: 72.2 billion won, up from 61 billion won in 2024.
Operating profit reached 4.9 billion won, a dramatic increase from 2 billion won in 2024.
Attendance figures indicate a consistent growth pattern, with 1.28 million fans in 2025 compared to 1.0 million in 2024.
What's next: SSG Landers plans to continue its expansion and innovation strategy, aligning with the growing popularity of baseball in Korea.
The team aims to leverage its unique position to attract more fans and generate additional revenue streams.
Future developments at Starfield Cheongna are expected to incorporate sports events, concerts, and a variety of entertainment options.
As the team prepares for the upcoming season, it will focus on enhancing the fan experience both inside and outside the stadium.