Kakao Entertainment is teaming up with the professional baseball Samsung Lions to take exclusive charge of the club’s official merchandise business.

On Tuesday, Kakao Entertainment said it signed a partnership with the Samsung Lions and will handle MD planning, production, distribution and sales for three years through 2028.

Under the collaboration, Kakao Entertainment plans to introduce a range of products using licenses for the club and its players. The key lineup includes replica uniforms that resemble actual game jerseys but are suitable for everyday wear. It has also prepared lifestyle goods that can be used inside and outside the stadium, including folding cushions and patch photocard pouches.

Kakao Entertainment plans to design products differentiated from existing baseball merchandise based on fandom insights built across genres including K-pop and webtoons. It aims to raise collectability with items reflecting the club’s identity and individual player characteristics, as well as original IP collaboration products.

Sales channels will also expand online and offline. In February, it will open a Samsung Lions team store within Berriz, a global K-culture fan platform. It will offer convenience for fans in and outside South Korea through multilingual support and a structured delivery system. The offline store will reopen in March after a renewal.

A Kakao Entertainment official said, "Based on our know-how of communicating with fans across areas including K-pop, dramas and webtoons, we have expanded into sports IP," adding, "We will deliver more diverse and multi-dimensional enjoyment to baseball fans."