# The Secret is Consistent Fan-Friendly Marketing

With the promotion of the first division in 2023, Daejeon Hana Citizen has achieved remarkable results through various fan-friendly activities. Compared to the 2022 season, the average audience has increased more than six times, ranking fourth among all K-League clubs with 176,041 cumulative spectators and 13,542 average spectators as of 26R. Last year, it rose six notches from 10th place 2,271 to 4th place 13,542, with an increase rate of 496%.

In the first year of promotion, the driving force behind the successful re-leap as a soccer special city by creating a soccer boom in Daejeon is fan-friendly marketing that has continued steadily since the K League 2. Daejeon won the "K League 2 Fan Friendly Award" from the first to third consecutive seasons in the 2021-2022 season given to clubs that engaged in various fan-friendly marketing and regional activities at the Korea Professional Football Federation, and won the "Integrated Fan Friendly Award" for the second consecutive year.

Based on the promotion of the first division and the long-established fan-friendly marketing base, it is enjoying a predicted success this season. Daejeon World Cup Stadium, where more than 10,000 people visit every game, has now become a representative landmark of Daejeon, which is rich in attractions and entertainment beyond just a soccer viewing facility.

The box office hit "Star Marketing," popular star Lee Do-hyun and Ahn Yu-jin!

Daejeon led the K-League's success through star marketing using big stars. Hana Financial Group model actor Lee Do-hyun visited the Daejeon World Cup Stadium in the 16th round of the home game, and Ive Ahn Yu-jin was invited to the 22nd round of the home game to hold various events such as a kickoff and a handwritten ball presentation. Despite being a weekday game, all seats on the first floor about 15,000 seats were sold out within five minutes of ticket sales. 25,592 spectators entered, breaking the club's record for the most spectators *the previous record: 18,590 against Gangwon in the 1R and the league's weekday game record.

In addition, since the introduction of the promotion system 2013-, this is the second largest crowd in weekday games *1st place: 21,071 at Jeonbuk vs Suwon FC Jeonju World Cup Stadium on August 10, 2016, and the highest crowd in weekday games since the introduction of paid spectators. With marketing using popular stars, Daejeon has provided unique enjoyment to visitors and at the same time, it has created a buzz through the influx of new fans and the entire league through positive interactions between sports and fandom culture.

"Brand Day" where you become one with the community

Daejeon is also taking the lead in establishing a mutual promotion and cooperation system by holding brand days with local community organizations and institutions in each home game. In the 2023 season, nine of the 13 home games were held as brand days, and various organizations such as local institutions Korongju City, Buyeo County, local universities Hanbat University, local small business owners, supporters, and sponsors Saka. Through this, it provides mutual promotion support, various in-house and outdoor events, and provides various contents that satisfy fun, enjoyment, and emotion. It aims to strengthen links with local community institutions and increase marketing income through the implementation of more than 15 institutions and brand days this season.

a battle of community and football

As a professional team representing the region, it communicates with the local community through soccer and is also actively engaged in local close-up activities. In particular, efforts are being made to expand the base of soccer through customized activities for various classes such as children, women, elite soccer players, and sportsmen. Representative activities include "Hana Dream School," a soccer clinic for elementary and middle school students, "What Women Want," a soccer clinic for female soccer enthusiasts, and "Hana Queens Cup," a women's futsal competition. "Hana Dream School" and "What Women Want" resumed after COVID-19 in 2022 for a total of 33 times and 623 people, and the "Hana Queen's Cup," which marks its second anniversary this year, was joined by a total of 24 teams and 240 female soccer enthusiasts.

It also provides various support activities for female elite soccer players and daily soccer players. Daejeon provides uniforms to five teams of elementary, middle, high school, and university women's soccer teams and 135 people in the region, and continues to communicate through ball staff activities and watching games at home games. Activities are also being carried out to strengthen contacts with daily sportspeople. Daejeon signed an agreement with the Daejeon Football Association to create a soccer boom in the region and spread a healthy soccer culture, and held a "Daejeon Soccer Day" event in the 21st round to create a venue for soccer players to unite as one through Daejeon Hana Citizen. 13,685 visitors visited the game and more than 3,000 soccer club members attended the match. Of the 3,664 club members registered in Daejeon, 85 percent visited the Daejeon World Cup Stadium to set the stage for communication and harmony among soccer players. Daejeon will continue to carry out various activities for local soccer players in connection with the Daejeon Football Association in the future.

A competition where you become one with your fans through active fan-friendly activities

Various fan-friendly marketing activities have also continued to become one with fans. Since lifting social distancing, Daejeon has been strengthening fan skinship events to breathe close to fans since 2022. From August 11th to August 17th, he participated in the "0 o'clock Festival," a representative festival in Daejeon, participated in the team's opening parade and operated event booths during the festival to promote local festivals and meet with citizens. About 1.1 million visitors visited the festival, and about 60,000 citizens visited the promotional booth to actively communicate. In addition, Bae Joon-ho and Bae Seo-joon, the leaders of the semifinals of the "FIFA U-20 World Cup," visit local high schools to hold fan meetings, and various events are held to allow athletes and fans to communicate directly outside the soccer field.

Efforts are also being made to create Daejeon's unique cheering culture and spread the cheering culture with supporters. In celebration of the first year of promotion to the first division, away game group viewing buses are provided free of charge to fans to revitalize away cheering as well as home games. It supports 59 buses in 13 away games this year, supporting and encouraging fans to watch comfortable away games. In order to revitalize Daejeon Lover, the official supporters of Daejeon, and to create a cheering culture where supporters and general visitors can speak as one, supporters' cheering tools and instruments were supported and supporters' standing seats were expanded. [스포츠토토](https://www.betmantoto.org)

After being promoted to the K League 1, Daejeon, which has been paying off through more diverse fan-friendly activities, will continue to make more active efforts to enhance its reputation as the best fan-friendly club.