No shirt, no problem: Seoul club launches matchday kit rental service

Football

Published: 12 Sep. 2023, 16:30 Updated: 12 Sep. 2023, 17:10

No shirt, no problem: Seoul club launches matchday kit rental service

A football fan chooses a Seoul E-Land shirt to rent at Mokdong Sports Complex Main Stadium in western Seoul in August. [SEOUL E-LAND]

No shirt, no shorts, no problem for Seoul E-Land fans as long as they've got 10,000 won ($7.50) to hand as the club's new matchday jersey rental service ensures anyone can be game ready in minutes for just the price of a couple of pints.

Second-tier K League 2 side E-Land announced Monday the club is launching a new jersey rental service called “Lenyang’s Locker Room,” allowing fans to rent an E-Land shirt for 10,000 won per game.

The club introduced the services to encourage more fans to wear their shirts at games. Renters have to provide an additional 10,000 won as a security deposit and provide some form of ID to ensure the kit is returned at the end of the game.

Anyone can rent the jerseys, although the club expects the initiative to appeal more to first-time visitors — children and their parents or tourists — who don't want to drop 100,000 won on a shirt without watching at least one game.

Seoul E-Land has seen a growing number of supporters attending games since moving from their home stadium in Jamsil in the southeast of Seoul to a temporary home at Mokdong Sports Complex in the southwest of Seoul. The move, prompted by ongoing renovations, has caused an increase in the number of international fans and young children attending games.

Seoul E-Land football fans pose in E-Land jerseys at Mokdong Sports Complex Main Stadium in western Seoul in August. [SEOUL E-LAND]

“Every time the kids come to a game, they want to buy a jersey at the shop. But their parents would prefer to get cheaper replica uniforms as kids grow so fast,” a Seoul E-Land official told the Korea JoongAng Daily on Tuesday. “Since we had uniforms in stock, we considered renting them.”

E-Land tested the service last month and saw immediate interest from fans.

“We were not inspired by other clubs or anything,” the E-Land official said. “We did look to find out whether we are the first club to do this not only in football but across all sports. As far as we can tell, Japan's Yokohama F. Marinos are the only other club renting jerseys, but only J League ID card holders can take advantage of the service and have to make an appointment three days before.

“Our concept was to lower the barrier to entry, so that those who do not know [about the club] can enjoy [the game] and become fans.”

Young football fans choose Seoul E-Land shirts to rent at Mokdong Sports Complex Main Stadium in western Seoul in August. [SEOUL E-LAND]

The club will begin its service starting with their K League 2 clash with Cheonan City FC at Mokdong Stadium on Saturday.

Fans even have options to choose from, as the club is offering a range of jerseys from the 2018 to 2022 seasons.

BY PAIK JI-HWAN [paik.jihwan@joongang.co.kr]