- Expanding sports fandom business portfolio from K-POP, esports, and football to golf
- Providing dedicated infrastructure connecting golf pros—now emerging as "sports influencers"—with fans, diversifying communication and revenue models
- Star pros including Kim Dong-hwi, Lee Mi-ji, and Lim Min-guk to join, offering differentiated fan experiences such as rounding and lessons
SEOUL, Korea – April 17, 2026 – bemyfriends, a global fandom business company, has signed a Memorandum of Understanding (MOU) with Kim Hyung-sung, a veteran pro golfer on the Japan Golf Tour Organization (JGTO), to strengthen its golf fandom business. The company plans to extend its proven fandom business expertise—built across K-POP, esports, and professional football—into the golf industry, further reinforcing its influence in sports business.
Through the partnership, the two parties will collaborate on ▲co-building a dedicated fandom platform for pro golfers, ▲designing membership-based premium fan experiences, and ▲developing commerce businesses leveraging golf IP. Based on its global fandom platform b.stage, bemyfriends will launch a dedicated platform for pro golfers including Kim Hyung-sung, providing one-stop support across the entire fandom business—from community and membership operations to content distribution.
At the center of the partnership, Kim Hyung-sung is a veteran with multiple tour wins in Korea and Japan, widely known as the "Smile King" for his exceptional manners and skills. Beginning with this MOU, Kim will personally participate in planning fan communication and engagement programs on the platform.
As pro golfers increasingly emerge as influential "sports influencers," demand for direct communication between players and fans continues to grow. In response, bemyfriends is offering dedicated infrastructure that enables pro golfers to directly manage and build their own fandoms.
The platform will feature a broad lineup of pro golfers including Kim Hyung-sung, Kim Dong-hwi, Lee Mi-ji, Lim Min-guk, Lee Hyun, Song Kyung-seo, Moon Sung-mo, Ahn Geun-young, Hwang Ah-reum, and Moon Tae-hwan. Through membership, fans will gain access to premium services unavailable on traditional SNS, including real-time communication with players, as well as golf-specific experiences such as joint rounding, customized lesson content, and members-only exclusive products.
"I have long envisioned a space where I could connect with golf fans beyond the course," said Kim Hyung-sung. "I hope this partnership will bring many pro golfers closer to their fans and help build a sustainable revenue base together. I will take the lead in making golf a sport loved by more people through closer communication between fans and players."
"Sports is the field with the highest fan loyalty, and golf in particular is a market with strong demand for personalized experiences," said Steve Seo, CEO of bemyfriends. "Leveraging the fandom business expertise proven in K-POP, we will design experiences optimized for golf fandoms and expand the possibilities of the sports fandom business."
Meanwhile, b.stage, which currently provides solutions to more than 350 clients worldwide, will further strengthen its sports fandom business portfolio through its entry into golf. The company plans to accelerate global market expansion through its "Fandom Business 360" strategy, which organically connects fan communities, content, and commerce.
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