LOTTE Chilsung Beverage announced on the 14th that its beer brand "Crush" has signed an official sponsorship with the domestic professional soccer team "FC Seoul."
According to LOTTE Chilsung Beverage on that day, Crush was selected as FC Seoul's official beer for the second consecutive year, following last year. LOTTE Chilsung Beverage has established this official sponsorship to promote Crush through collaboration with professional soccer, which is popular among various age groups, including Generation Z, and to provide a new drinking experience.
LOTTE Chilsung Beverage will offer Crush to users of the sky pub, sky box, and VIP box at FC Seoul's home stadium, Seoul World Cup Stadium. At the sky pub, patrons can enjoy unlimited Crush draft beer during the game.
In the plaza in front of the stadium, a Crush draft beer lounge and cheering zone will be operated. The draft beer lounge will expand booth space by 50% compared to the previous year, allowing for more comfortable purchases of Crush. In the cheering zone, fans will be provided with Crush stickers to decorate their beer cups and cheering tools in an interactive event. Soccer fans visiting the stadium can participate in a pinball game to win Crush mini blocks and Crush keyring merchandise as prizes.
FC Seoul soccer matches attracted a total of 500,000 spectators in 2024, and the Crush brand seats sold out for every game. Buoyed by this popularity, an event involving FC Seoul players will be held through "Crush Day" at the end of June, expanding consumer experience elements.
A representative of LOTTE Chilsung Beverage said, "We organized this event to introduce the refreshing taste of Crush, full of carbonation, to soccer fans of all ages, including Generation Z, visiting FC Seoul's stadium," and added, "We plan to expand consumer participation events to highlight the unique charm of Crush and allow consumers to enjoy Crush in a new environment, driven by the popularity of Korean soccer and the fervent sports enthusiasm."