What LG Twins does

LG Twins is a professional baseball team competing in the Korea Baseball Organization (KBO) League, founded in 1982 as MBC Cheongryong (MBC 청룡) and rebranded after acquisition by LG Group. The team is wholly owned by LG Sports Co., Ltd. (주식회사 LG스포츠), a subsidiary of LG Electronics within the LG Group conglomerate, and operates as a private entity. LG Twins plays home games at Jamsil Baseball Stadium in Seoul's Songpa-gu district, which is in its final season before the team relocates to a new venue. The team won the 2025 KBO Korean Series championship and currently sits 3rd in the 2026 KBO League standings with a 58-48-1 record.

The team's core product is live baseball entertainment delivered through general ticket sales, season tickets, and affiliate (LG Group employee) bookings, backed by a digital ticketing platform with mobile smart ticket functionality. Supporting the entertainment offering is a multi-tier merchandise operation spanning five branded stores (Apparel Shop, Team Store, Collaboration Shop, Everywhere Shop, Baseball Equipment Shop) distributed through own website, Naver, Musinsa, and partner retailers. The TWINS POINT loyalty program drives repeat engagement, awarding points for stadium attendance verification, merchandise purchases, and app event participation, redeemable for tickets and exclusive items. The mobile app layers gamification (sticker collection, star balls, attendance check) on top of ticketing.

LG Twins generates revenue through ticket sales across multiple price tiers (9,000 KRW to 100,000 KRW per seat), merchandise sales, stadium concessions, and corporate sponsorships featuring all major LG Group affiliates (LG Electronics, LG Chem, LG U+, LG CNS, LG Energy Solution) plus external partners including Shinhan Card, Ticketlink, and GS25. Go-to-market is direct-to-consumer via the official website and mobile app, supplemented by Ticketlink as a third-party channel and on-site box office. The 2026 season saw record engagement, with cumulative home attendance surpassing 1,008,068 in just 43 games, the fastest in KBO history, providing a strong post-championship demand tailwind.

Name

LG Twins

Legal name

(주)LG스포츠

Website

https://lgtwins.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

LG Twins is a professional KBO League baseball team owned by LG Sports (LG Group subsidiary), based in Seoul. It sells tickets, merchandise, and sponsorship-driven entertainment to Korean baseball fans, and is the reigning 2025 Korean Series champion.

Ownership category

akta.pro rank

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue from individual game tickets across multiple seating tiers (Premium, Table, Blue, Orange, Red, Navy, Green sections), season tickets, and annual memberships. Ticketing fees of 1,000 KRW per ticket.
2. Merchandise Sales: Revenue from official merchandise through multiple online stores including Twins Apparel Shop (authentic/replica uniforms), Twins Team Store (goods, accessories), Twins Collab Shop (character collaborations), and partner retailers.
3. Stadium Concessions and Services: Revenue from food, beverages, and merchandise sold within the stadium during games.
4. Sponsorship and Broadcasting Rights: Corporate sponsorships from LG Group affiliates and external partners, plus broadcasting rights revenue from KBO League media contracts.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

LG Twins is a professional KBO League baseball organization based in Seoul, South Korea, owned by LG Sports. The team delivers professional baseball entertainment through home games at Jamsil Baseball Stadium, selling general tickets, season tickets, and affiliate ticket packages. The organization operates multiple official merchandise retail channels offering team apparel, replica uniforms, character collaborations, and baseball equipment, supported by the TWINS POINT loyalty program, an official mobile app with smart ticketing and gamification features, and fan engagement services including the official cheer squad and MVP voting.

Product overview

LG Twins operates as a professional KBO League baseball organization under LG Sports, offering a multi-platform fan engagement ecosystem combining physical game experiences with digital services. The core offering includes ticket sales across general, season, and affiliate categories for home games at Jamsil Baseball Stadium. The product portfolio centers on merchandise retail through multiple branded storefronts (Apparel Shop, Team Store, Collaboration Shop, Everywhere Shop, Baseball Equipment Shop) and the TWINS POINT loyalty program that rewards stadium attendance, store purchases, and app engagement. Digital services include an official mobile app with gamification features (sticker collection, star balls, attendance check) and smart ticketing. Fan engagement is enhanced through the official cheer squad performances, MVP voting system, and the digital History Hall documenting the team's legacy since 1982.

Differentiator

Problem solved

Functional benefit

Brands

• TWINS: The main team brand and identity used across official communications and merchandise
• 트윈스 역사관 (Twins History Hall)
• TWINS POINT
• TWINS MVP

Products and services

• General Ticket Sales Online ticket reservation system for LG Twins home games at Jamsil Baseball Stadium, offering various seating sections including Premium, Table, Blue, Orange, Red, Navy, Green Cheering, and Green seats, with weekday and weekend/holiday pricing tiers.
• Season Tickets
• Affiliate Tickets
• Online Apparel Shop (Twins Apparel Shop / 트윈스 어패럴샵)
• Team Store (Twins Team Store / 트윈스 팀스토어)
• Collaboration Shop (Twins Collab Shop / 트윈스 콜라보샵)
• Twins Everywhere Shop
• Twins Baseball Equipment Shop
• TWINS POINT Loyalty Program
• LG Twins Mobile App
• Official Cheer Squad (응원단)
• TWINS MVP Voting
• Twins History Hall (트윈스 역사관)

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• JanSportminorGTM or Marketing Partner · 28 July 2026First-ever Korean collaboration applying uniform pattern directly to bag design. Launched Superbreak backpacks, Drawstring bags, and accessories featuring LG Twins branding.
• JanSport (잔스포츠)minorGTM or Marketing Partner · 28 July 2026Daily backpack brand collaboration first applying uniform pattern to product design. Products sold at official stores, Naver Musinsa, and popup stores at stadium.
• MatbkkimminorGTM or Marketing Partner · 16 July 2026Fashion brand collaboration featuring 11 items including dugout jackets, baseball jerseys, t-shirts, beanies, mini crossbags, and keyrings. Applied team colors (black and red) with stadium-inspired vintage design elements.
• LogitechminorGTM or Marketing Partner · 24 June 2026Global peripheral brand collaboration producing limited edition ALTO KEYS K98M keyboard, POP ICON KEYS keyboard, and POP MOUSE mouse featuring team colors, emblems, and stadium designs.
• BoyNextDoorcoreGTM or Marketing Partner · 23 June 2026K-pop artist collaboration to produce new team cheering song. Members directly wrote lyrics and created cheering choreography for the team, with leader Myung Jae-hyun having personal connection to catcher Lee Joo-heon through school alumni.
• Dallyeo HospitalminorStrategic or Co-development Partner · 12 June 2026Healthcare partnership including medical services MOU, with collaboration on health-related community events.
• WishcatminorGTM or Marketing Partner · 2 June 2026Collaboration with global character brand for merchandise and fan engagement events
• TripleS (걸그룹)coreGTM or Marketing Partner · 2 June 2026Official victory mascot group (승리요정 걸그룹) that throws ceremonial first pitches at home games. Members have thrown pitches at 4 consecutive home games where the team won all matches.
• Save the Children KoreaminorStrategic or Co-development Partner · 27 May 2026Social contribution partnership for child rights protection activities and community engagement events.
• Seoul Metropolitan Office of EducationminorStrategic or Co-development Partner · 23 April 2026MOU signed for educational programs and youth baseball development initiatives.
• TicketlinkcoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner providing call center support (1588-7890) and online sales platform for game tickets.
• Shinhan CardcoreChannel Partner/ Reseller/ DistributorCard partner providing ticket discounts of 2,000 KRW per ticket (up to 4 tickets) and exclusive LG Twins Shinhan Card with 3,000 KRW discounts.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• NC Dinos: KBO League franchise owned by NC Soft (a Korean tech conglomerate). Operates with the same corporate-owned team structure, ticketing platforms, and merchandise-driven revenue streams as LG Twins.
• Lotte Giants: KBO League franchise owned by Lotte Group (another major Korean conglomerate). Competes in the same league with the same ticketing, sponsorship, and merchandise business model, offering a near-identical structural comparison.
• Kiwoom Heroes: KBO League franchise and Seoul-based rival sharing the same metropolitan market. Competes directly with LG Twins for fan attendance, sponsorship dollars, and merchandise sales.
• Samsung Lions: Another Seoul-based KBO League franchise and direct divisional competitor. Operates with similar business model (ticketing, merchandise, sponsorship, broadcasting rights) and shares the Jamsil Stadium market, making it the most directly comparable peer to LG Twins.
• KT Wiz: Current KBO League standings leader (62-39) and direct on-field competitor. Backed by KT Corporation (telecom), this peer mirrors LG Twins' corporate-owned franchise model and represents the most direct competitive threat.
• Hanwha Eagles: KBO League franchise owned by Hanwha Group (Korean conglomerate). Operates the same professional baseball team business model with ticketing, merchandise, broadcasting rights, and corporate sponsorship revenue streams.
• Kia Tigers: KBO League franchise owned by Kia Motors (a chaebol subsidiary). Similar corporate-ownership structure, multi-revenue stream model (tickets, merchandise, broadcasting), and championship history make this a highly comparable peer.
• Doosan Bears: Historic Seoul-based KBO franchise that also plays home games at Jamsil Baseball Stadium. Directly competes for the same Seoul fan base, corporate sponsors, and stadium attendance revenue as LG Twins.
• SSG Landers: KBO League franchise owned by SSG.com (Shinsegae Group e-commerce subsidiary). Direct league competitor with parallel corporate sponsorship, ticketing, and fan engagement models.

Regional players

• Yokohama DeNA BayStars: Professional baseball team in Japan's NPB league backed by a corporate parent (DeNA). Operates with a comparable corporate-owned franchise model (ticketing, merchandise, digital fan engagement) in a different geography, offering a regional benchmarking reference.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/lgtwins_seoul
• YouTubeyoutube.com/c/LGTwinsTV
• Instagraminstagram.com/lgtwinsbaseballclub
• LinkedInlinkedin.com/company/lg-twins

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LG Twins