- CRM data analysis for 3 years released... Integration of offline data planned for 2026

Jeonbuk Hyundai Motors FC (Chairman Lee Do-hyun, hereinafter Jeonbuk Hyundai) will lead the CRM (Customer Relationship Management) field in the K League and become a standard setter providing guidelines.

Jeonbuk Hyundai, which set a record for the most home spectators in K League 1 history in 2025, once again proved its fan power and laid the foundation for CRM marketing through fan data.

Jeonbuk Hyundai disclosed the results of analyzing the current season's attendance and behavioral patterns based on CRM fan data accumulated since 2023.

The total cumulative attendance of fans who visited Jeonbuk Hyundai's home stadium in 2025 was 385,416 people (K League 1 20 games - 368,505 people, ACL 2 games - 10,863 people, Korea Cup 2 games - 6,048 people). The cumulative attendance for season ticket holders was 72,681, and the number of general paid ticket sales was 312,735.

In particular, the online booking proportion among all ticket sales reached 93%, indicating that fans' culture of online booking has firmly established itself.

There were a total of 27,766 member accounts with a history of purchasing season tickets and general tickets in 2025, and various indicators of these members were analyzed.

According to the analysis of regional distribution, 72% of members resided in Jeollabuk-do, and 28% of the audience, including around 11% from Seoul and Gyeonggi-do, visited from other regions, confirming that Jeonbuk Hyundai has evolved into a football team with a nationwide fan base.

In terms of revisit rate, season ticket holders for K League 1 visited an average of 13 games out of the 20 home games in the current season, showing a high revisit rate of 65%.

For general online ticket purchases, the number of members who purchased tickets more than twice was steadily increasing, with 12,049 in 2023, 15,935 in 2024, and 17,214 in 2025.

Data analysis also confirmed the expectation for the expansion of Jeonbuk Hyundai's potential fan base as the number of family unit fans increased.

The number of fans who purchased adult tickets together with youth or children tickets increased, with 6,355 in 2023, 7,779 in 2024, and 10,670 in 2025.

There was a positive trend in securing fan data, a fundamental asset of CRM marketing.

The number of official website and application subscribers for the club increased by about 30% from 65,557 in 2023 to 92,934 in 2024, and 121,384 in 2025.

Among the new members who joined in 2025, 35% were customers who made their first ticket or season ticket purchase, showing significant success in acquiring new fans.

Jeonbuk Hyundai is planning to complete a full data-based operational system that connects the entire fan journey through a project to integrate CRM with offline sales data generated at home games starting from the 2026 season.

Meanwhile, since 2024, Jeonbuk Hyundai has been introducing a target message sending strategy based on CRM segments to enhance efficiency. Those who wish to receive the club's advertisements, events, and informational text messages must agree to receive them on the official website's My Page.