Three K League clubs Ulsan HD, Jeju United (SK) and Seoul E-Land Group earned major recognition at the 21st Korea Sports Industry Awards, marking the first time multiple clubs from a single professional sports league have been honored together.
Organized by the Ministry of Culture, Sports and Tourism, the Korea Sports Industry Awards have been held annually since 2005 to recognize organizations, corporations and individuals for outstanding contributions to the sports industry. This year’s ceremony featured eight total commendations, including one presidential award, one prime minister’s award, and six ministerial awards.
Ulsan Wins Presidential Commendation
Ulsan HD captured the presidential commendation, the highest honor of the event. The club was recognized for its aggressive marketing and nationwide brand expansion under the slogan “My team ULSAN.”
Ulsan’s initiatives such as collaborating with GS25 to launch a club-exclusive store and opening a pop-up shop with The Hyundai were cited as standout examples of linking sports culture with everyday consumer experiences.
The club also strengthened its global footprint through strategic partnerships with Borussia Dortmund (Germany) and Yokohama F. Marinos (Japan). Ulsan’s consistent fan first approach has earned it repeated “Fan Friendly Club Awards” in multiple categories across 2021, 2022, 2024 and again this year.
After a ministerial commendation in 2017, this year’s presidential award reinforces Ulsan’s status as a leader in K League marketing.
Jeju Recognized for Cultural Innovation
Jeju United earned a ministerial commendation, praised for integrating regional culture and identity into its content and branding strategies.
The club’s official signing announcements shot against Jeju’s local landscapes became a trend across the K League. Jeju’s themed uniform campaigns, including eco-friendly jerseys made from recycled plastic and a Jeju 4·3 memorial camellia patch kit, also garnered strong public appreciation.
Jeju further strengthened fan engagement through innovations such as the K League’s first PET ZONE for pet-friendly seating and a new ALL FAN ZONE, designed for home and away supporters to enjoy matches together.
Since receiving the presidential award in 2014, Jeju’s 2025 minister commendation highlights its continued excellence in marketing and community-focused initiatives.
Seoul E-Land Honored for Data-Driven Fan Experience
Seoul E-Land Group was also awarded a ministerial commendation, recognized for a modern, fan-centric management approach grounded in data analytics and service innovation.
The club introduced a mystery shopper program to assess service quality from the fan’s perspective, then built an integrated data management system through a revamped app and website.
At Jamsil, Seoul E-Land enhanced the stadium experience by implementing premium “comfortable seats,” upgrading signage, and opening new offline stores. It also actively supported community initiatives, including youth soccer tournaments, one-day clinics, and international fan-experience programs.
These efforts have translated into significant revenue growth over the past three years:
- Advertising revenue: +652%
- Ticket revenue: +270%
- Merchandise revenue: +173%
Seoul E-Land’s strong momentum was further demonstrated by sweeping three separate Fan Friendly Club Awards this year, including the overall category.
KPFL: Awards Reflect “Fan First” Value of the League
The Korea Professional Football League (KPFL) stated that this year’s achievements reflect the K League’s long-standing “Fan First” philosophy. The organization expressed its commitment to further promoting fan-friendly culture and strengthening the sports industry’s competitiveness.