Why Are Top SMEs Flocking to FC Seoul's Stadium? ... SBA Holds Brand Day

[Financial News] Seoul Business Agency (SBA), an organization supporting small and medium-sized businesses in Seoul, and pro soccer club FC Seoul drew attention with an unusual promotion showcasing outstanding SMEs. The event took place at Seoul World Cup Stadium, where FC Seoul played a K League 1 home game on the 10th. SBA aims to actively promote outstanding SMEs to consumers by partnering with pro sports clubs that attract tens of thousands of spectators a day.
 Industry sources said on the 11th that SBA held an unusual event, “SBA Seoul Business Agency Brand Day,” at FC Seoul’s K League home game on the 10th, connecting 11 outstanding SMEs with the public.
 Brand Day was organized to give Seoul residents the opportunity to experience products from SMEs—products they may not often encounter—in a natural setting while watching a sporting event. Unlike a typical trade fair or exhibition, the event used a pro sports match as a leisure space for residents, allowing them to try the companies’ products firsthand.
 Over the past two years, FC Seoul has consistently drawn large crowds, making Seoul World Cup Stadium a leading leisure and cultural venue for residents. The club is highly recognizable, having surpassed 500,000 spectators in a single season in 2024.
 SBA set up company-specific booths near the stadium entrances and arranged a range of programs where visitors could learn about and try outstanding products and services firsthand.
 Many FC Seoul home fans flocked to the Arc System Works Asia booth, which offered a Bubble Bubble game experience and merchandise, and to the Wefoot Technology booth, which featured sports socks reportedly worn by FC Seoul player Moon Seon-min himself. Customers also packed the event to try products and services from a range of SBA-certified or SBA-supported businesses, including Dui, a soy milk company that grew through the Seoul Startup Hub Kitchen Incubator; LVE Korea, which sells foot-care products; Peterpetter, a company based in Magok Industrial Complex that provides pet DNA testing; Seoul Award companies New Heritage (Kim Nacho) and Bioopt (skincare products); and others.
 During halftime, Seoul Award-supported companies Horangi, Hey Kim, Life Wheat Corporation, and Pulio drew an enthusiastic response by giving away prizes through an event, including udon, premium laver, beauty-tech products, and electric massagers, respectively.
 SBA also arranged various promotional programs throughout the stadium, including on the scoreboard and through special tickets, to showcase SBA and the participating brands. It introduced a new form of public-sector promotional and marketing support that offers both sports fans and Seoul-based companies enjoyment and opportunities to connect with customers.
 Lee Ju-yeon, head of SBA’s communications office, said, “We will continue to create new promotional and marketing opportunities for SBA’s diverse programs and supported companies to connect naturally with the public.”

[email protected] Kim Hyun-cheol Reporter