The Doosan Bears, a team in the Korea Baseball Organization (KBO), confirmed on the 3rd that it is leaving its 30-year sponsorship agreement with Fila Korea and will sign an official sponsorship contract with the global brand Adidas this year.
Adidas, which becomes the main sponsor of the Doosan Bears, will provide uniforms, clothing, and equipment to the Doosan Bears players beginning with the KBO 2025 season that opens in March.
According to the fashion industry, the KBO is a market where clothing brands are competing fiercely for sponsorship. Each team's uniform has a significance beyond being mere game attire. It acts as a symbolic element that represents fans' cheering culture and identity. Baseball fans often purchase the uniforms of the teams they support to express their loyalty. Because of this, sponsoring baseball team uniforms not only improves brand awareness but also generates associated sales.
Currently, the LG Twins receive sponsorship from Prospex, the KT Wiz from New Balance Korea, the NC Dinos from Descente Korea, and the SSG Landers from Dynafit of the K2 Korea Group, which is famous for its outdoor brands. The Lotte Giants are sponsored by Hyungji Elite, and the Kia Tigers are collaborating with rapper Beenzino's I.A.B Studio.
The sponsorship agreement between the Doosan Bears and Fila Korea lasted for an unprecedented 30 years in KBO history. Fila Korea has sponsored all apparel, shoes, and sports gear for the affiliated players and staff since 1995.
The background of the long-standing sponsorship agreement coming to an end has prompted various interpretations within the industry. It is reported that disagreements arose between the two sides regarding the contract terms.
Additionally, from Fila's perspective, there is a possibility that it decided to reduce large-scale sports sponsorships considering its expense efficiency during a slump in the fashion market. This decision reflects a strategy to cut marketing expenses in response to prolonged economic downturns and changes in the global economic environment.
From the Doosan Bears' viewpoint, industry analysis suggests that finding a new sponsor is likely more advantageous for the team's brand image renewal and financial benefits.
A representative from Fila Korea noted, "Fila Korea and the Doosan Bears have come to a smooth mutual agreement to mark the end of a 30-year partnership starting from 2024," adding, "Fila expresses gratitude to the Doosan Bears for the long relationship and wishes them success in the future." A representative from Adidas Korea stated, "There is no official position yet."