Sports marketing is a specialized term for marketing sports as a product or service to meet the needs of sports consumers. Sports marketing is one of those areas of marketing that requires technical knowledge because the products or services often generate a lot of revenue.

We'll use the PSG soccer team as an example to illustrate this point. PSG used Lee Kang-in's recognition and popularity to create jerseys with the players' names in Korean. This is the first time in history that PSG has created jerseys in Korea. 

On December 3, 2023, PSG players wore Korean jerseys against Le Havre AC in the 14th round of the 2023-2024 French Ligue 1 season at the Stade Oceanique in Le Havre, France.

French media outlet Foot Mercato analyzed this as the "Lee Kang-in effect. It's a way for PSG to capitalize on Lee Kang-in's popularity.
Through the "Lee Kang-in effect," PSG's supporters increased by more than 20%, and its social media followers increased by more than 22,000. He is also believed to have surpassed Mbappe in jersey sales in France.

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