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Case Studies

Coupang Play Series

A new premium pre-season tournament, co-organised by Pitch and Korean giant Coupang in a long-term partnership


The Coupang Play Series is a collection of pre-season matches featuring Europe’s elite clubs, showcasing Korean culture, commerce and facilities, whilst providing premium live football for Korean fans. Its format allows clubs to commercialise their brand in a key market, whilst providing a first-class training camp environment. With unprecedented ticket sales, record breaking broadcast figures and global news coverage, the Coupang Play Series will be a mainstay in the football calendar for many years to come.



Pitch organise, in conjunction with Coupang, venue & team procurement; promoter management & administration; ticketing, hospitality, stadium operations & media management; commercial rights delivery; media rights sales; broadcast production & technical distribution; team services (accommodation, logistics, training management, security); match protocol & sanctioning; and marketing & promotion.



Pitch has brought some of Europe’s elite to Korea, including reigning European champions Manchester City, French champions PSG, Tottenham Hotspur team with a home-coming for Son Heung-min, as well as La Liga’s Sevilla and Atlético Madrid. The series has been a major hit for the Korean market, becoming the hottest football ticket in the market selling over 275k tickets, averaging a crowd of 55k. In Korea alone, games have been streamed to 3 million households, and globally reached over 100 countries.


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