Seoul E-Land FC successfully concluded the 'integrated service support project for professional clubs' organized by the Korea Professional Sports Association, achieving significant results in fan experience-focused marketing and service innovation.
As the only selected club among domestic professional sports teams for this project implemented by the Korea Professional Sports Association last year, Seoul E-Land brought about changes that substantially enhance fan experience through systematic execution of various projects such as ▲ conducting surveys and research ▲ facility improvements ▲ building IT and digital infrastructure ▲ specialized club projects.
Improvements based on fan insights…comprehensive renovation of signage within the stadium
As a foundational step toward fan experience innovation, Seoul E-Land conducted 'mystery shopper' surveys in which secret evaluators assessed stadium services during home games four times last year. This helped identify fan satisfaction and inconveniences, leading to the derivation of specific improvement tasks.
Subsequently, in time for this season's home opener, the facade and signage systems of Mokdong Stadium were comprehensively renovated. Signage at the main gate, entrances, seating areas, and various convenience facilities was completely replaced to allow fans to intuitively locate areas and facilitate smoother movement.
'Reul Shop' officially opens…enhancing consumer experience with experiential merchandise shop
An indoor exclusive merchandise shop named 'Reul Shop' was newly established for enhancing fan experience. Located within Mokdong Stadium with an area of about 33 pyeong, Reul Shop provides fans with a customized shopping experience featuring two uniform fitting rooms and real-time marking zones.
During the soft opening at the match against Ansan, a fan survey was conducted, and feedback was incorporated for the official opening at the game against Busan, achieving the highest sales for home game merchandise this season. This figure surpasses the average sales for both offline and online by more than 52%, proving that the new space directly impacts fan satisfaction with their spending.
Introduction of premium seating 'ComforTable'…expanding viewing options
Seoul E-Land also attempted to diversify viewing seats in the stadium. Following existing picnic and table seats, Seoul E-Land has introduced a premium table seat called 'ComforTable,' broadening options for fans.
Combining 'comfortable' and 'table', the ComforTable seat is equipped with high-quality features such as luxury leather seats, cooling fans, wireless chargers, cup holders, and storage nets, providing fans with a more pleasant and premium viewing experience.
Expansion of community-based programs…nurturing youth soccer fans with 'Reul Cup Youth'
Programs linking with the local community have also been expanded. In cooperation with the Gangseo Yangcheon Office of Education, a soccer tournament called 'Reul Cup Youth' was held for local middle school students, contributing to the cultivation of future soccer fans and the dissemination of community-centric sports culture.
Participating students enjoyed a special experience as they played actual matches, complete with player introductions and entrance ceremonies at a professional stadium, as if they were professional athletes.
Establishment of a fan data integration system…laying the foundation for personalized services
Seoul E-Land has established a fan data integration system, providing a foundation for personalized marketing from an IT infrastructure perspective. The club's new website and app have been developed and are in the final testing stage, expected to become a key platform for enabling personalized fan experiences and targeted marketing.
A representative of Seoul E-Land said, 'We are pleased to successfully conclude this project, which was planned to create a fan-centered stadium environment and services. We will continue to pursue innovative efforts so that fans can enjoy watching matches more easily, conveniently, and joyfully, aiming to be the 'number one fan-friendly club.'
Based on these achievements in fan-centered marketing, Seoul E-Land has been selected as a candidate for the 2025 first K League 2 Fan Friendly Club award. Voting will take place from 8 a.m. on the 10th until midnight on the 12th through the official K League application 'Kick.'
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