Chiliz Report Shows 61% of Korean Fans Favor Players Over Teams

Chiliz, a global sports and entertainment blockchain company, on April 29 released its U.S. Global Fan Report, which analyzes the consumption behavior of sports fans in major markets.

The survey covered 10,000 fans across eight countries, including South Korea, and examined preferences for U.S. sports as well as broader digital engagement trends.

In South Korea, the report found that the influence of star players is a key driver of fandom. Some 61% of respondents chose players as the most important factor in becoming fans, while 31% cited team performance. Chiliz said this shows how interest centered on individual athletes can broaden into support for leagues and clubs.

The pattern was also reflected in popularity rankings. Michael Jordan ranked first among global sports icons, while Shohei Ohtani placed second and drew particularly strong support in South Korea. That helped make the Los Angeles Dodgers the most popular MLB team among Korean fans.

By sport, Major League Baseball drew by far the strongest interest. Among Korean respondents, 84% said they follow MLB, and 25% identified themselves as avid fans. Another 69% said they watched or attended the 2024 MLB Seoul Series.

Korean fans also showed strong receptiveness to digital experiences. More than half expressed interest in digital collectibles and fan tokens, suggesting that the digital shift in sports fandom is accelerating.

Chiliz is expanding its blockchain-based fan token ecosystem in line with that trend. The company partners with major global clubs including Paris Saint-Germain, Manchester City, FC Barcelona and Tottenham Hotspur to provide fan-engagement services.

Chief Executive Officer Alexandre Dreyfus said the report shows how fan connections to sports are changing as digital engagement evolves. In a sports industry moving toward a $1 trillion valuation, he added, giving fans innovative ways to participate is essential to the sustained growth of leagues and clubs.