Investment and Performance Neck-and-Neck: Retail Rivals Battle for Postseason Tickets

Lotte and Shinsegae Baseball Teams Locked in Ranking Battle
SSG Landers in 3rd, Lotte Giants in 4th
Postseason Berth Up for Grabs Until the Very End
Similar Strategies in Team Operations and Parent Company Support

This year, professional baseball is heading toward the final stretch of the regular season, with each team playing 144 games. The competition among mid-tier teams for a spot in the postseason, which is awarded to the top five teams, is fierce. The ranking battle between teams representing Lotte (Lotte Giants) and Shinsegae (SSG Landers)-two groups considered rivals in the retail industry-is also intense. Whether these industry competitors will both make it to the postseason for the first time is a hot topic.

A game between the SSG Landers and the Lotte Giants in the 2025 Shinhan SOL Bank KBO League held last May at Sajik Baseball Stadium in Busan. In the bottom of the 3rd inning with one out and runners on first and second, Lotte's Reyes hit a three-run home run to right-center field and is celebrating while rounding third base. Photo by Yonhap News.

According to the Korea Baseball Organization (KBO) and related industry sources on August 21, the 10 professional baseball teams have completed about 80% of their regular season schedule this year. As of the previous day, SSG was ranked third, while Lotte was in fourth place.

Lotte maintained third place by a wide margin until early this month, even challenging for the top spot. However, after failing to secure a win in their last 10 games, they lost their position. Still, the gap between the two teams is razor-thin, with SSG leading Lotte by just 0.001 in winning percentage and no difference in games behind. This means their rankings could change daily depending on the results of the remaining games. The gap between the teams tied for fifth and those in eighth place is also only 1.5 to 3 games, so every game is expected to be a do-or-die battle for a postseason ticket.

Lotte is aiming for a postseason appearance for the first time in eight years since 2017, while SSG is seeking a return after two years, their last appearance being in 2023. Since SSG reestablished the team after acquiring the SK Wyverns in 2021, the two teams have never advanced to the postseason together.

Reflecting their daily competition in various retail sectors, Lotte and Shinsegae Group show similar approaches in baseball team management. The club owners' interest is particularly notable. Lotte Group Chairman Shin Dong-bin attended both home and away Giants games during the season and sent messages of encouragement to the team. Shinsegae Group Chairman Chung Yong-jin, although less visible since his promotion last year, frequently attended Landers games in person before that. An industry insider stated, "The owners' passion for baseball is so strong that the mood in executive meetings changes depending on the team's performance."

When it comes to baseball team management performance, Lotte has the edge. According to the Financial Supervisory Service's electronic disclosure system, Lotte Giants' revenue last year was 72.2 billion KRW, a 27.3% increase from the previous year. During the same period, operating profit rose from 560 million KRW to 11.8 billion KRW. This growth is attributed to increased support from group affiliates, higher home game attendance, and increased merchandise sales. Last year, revenue from Lotte Group affiliates reached 29.1 billion KRW, up about 3 billion KRW from 26.1 billion KRW the previous year. Ticket sales revenue was 17.4 billion KRW, a 32% increase, and merchandise sales soared by 78% to 4.1 billion KRW. As of the previous day this season, Lotte had attracted 1.27 million spectators, the second highest among the 10 teams.

Shinsegae Baseball Club, which operates the Landers, saw its revenue rise by 4.3% to 61 billion KRW last year, but operating profit dropped by about 55% to 2 billion KRW. The main reason was a decrease in support from Emart and other group affiliates, which fell from 24.5 billion KRW to 21.6 billion KRW. Player operating expenses also increased by 14.2%, from 29.5 billion KRW to 33.7 billion KRW. During the same period, Lotte's player operating expenses were 29.1 billion KRW, showing little change from 2023. SSG also had fewer spectators, with the Landers’ cumulative attendance totaling about 990,000 as of the previous day this season.

These teams display sponsor logos on player uniforms, helmets, and stadium signage, and in return, receive about 35-40% of their total revenue as support from their parent companies. However, as group companies face challenges due to sluggish domestic consumption, the proportion of support relative to total revenue has been shrinking each year. An industry source commented, "If the baseball team performs well, it can drive consumer spending through related appreciation events or discount promotions. There are also intangible benefits, such as increased brand awareness."