Coupang Play Launches “Sports Pass”—Korea’s First Paid Sports-Only Subscription
Coupang Play unveils South Korea's first paid sports-only OTT pass—Sports Pass. Access Premier League, NBA, F1 and more from June 15. Learn pricing, content and why it's game-changing.
Coupang Play Launches “Sports Pass”—Korea’s First Paid Sports-Only Subscription
Table of Contents
- What Is Coupang, Coupang Play, and WOW Membership?
- What Is the Sports Pass?
- What Sports Content Is Included?
- WOW Membership vs. Sports Pass
- Pricing and Launch Date
- User Feedback and Reactions
- Strategic Implications and Challenges
- FAQ
1. What Is Coupang, Coupang Play, and WOW Membership?
Coupang is South Korea's e-commerce giant, often compared to Amazon for its ultra-fast delivery services. In response to its users’ demands, Coupang launched Coupang Play in December 2020—a video-on-demand (VOD) and live streaming platform integrated into its WOW Membership program.
WOW Membership, priced at ₩7,890/month (~$6 USD), offers perks like unlimited free delivery, early access to flash sales, and access to Coupang Play’s streaming catalog. By January 2024, Coupang Play had over 8 million monthly active users—outpacing some global OTT adopters.
---2. What Is the Sports Pass?
On June 15, 2025, Coupang Play will launch its new add-on service called the Sports Pass. This standalone subscription—₩10,000/month (~$7.50 USD)—is Korea’s first dedicated sports-only OTT pass.
Until now, WOW Membership subscribers could enjoy domestic sports and VOD content. The Sports Pass extends access to premium international sports broadcasts, creating a two-tier subscription model: worldwide content remains paid, while local sports stay included.
---3. What Sports Content Is Included?
Here’s a breakdown of the global content the Sports Pass includes:
⚽ Football (Soccer):
- Premier League (England), La Liga (Spain), Bundesliga (Germany; 1 & 2), Ligue 1 (France), Eredivisie (Netherlands)
- FA Cup, Carabao Cup, Community Shield, Copa del Rey, DFL-Supercup, Coupe de France, Trophée des Champions, UEFA Cup tournaments
- AFC Asian Cup, AFC Champions League (Elite & Two)
- FIFA Club World Cup, World Cup qualifiers, and international friendlies
🏎 Racing:
- Formula 1, F1 Academy, NASCAR
🏀 Basketball:
- NFL (American football)
- NBA (league-wide exclusive in Korea starting Fall 2025)
- FIBA Asia Cup (Men & Women)
⛳ Golf:
- LIV Golf Tournament Series
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4. WOW Membership vs. Sports Pass
Here’s what each subscription offers:
| WOW Membership | Sports Pass | |
|---|---|---|
| Domestic sports | Included | Also included |
| Global premium sports | Not included | Included |
| VOD (dramas, movies) | Included | Included |
| Delivery perks | Included | Not included |
| Price | ₩7,890 | ₩10,000 |
The WOW Membership remains valuable for everyday consumers, while the Sports Pass targets hardcore fans wanting Premier League, NBA, F1, and more.
---5. Pricing and Launch Date
The Sports Pass launches at ₩10,000/month. After the introductory period, the regular price may increase to ₩12,000/month.
Total monthly cost:
- WOW Membership: ₩7,890
- Sports Pass: ₩10,000
- Total: ₩17,890 (~$13.50 USD)
This makes it the most expensive OTT offering in Korea, but still competitive compared to standalone sports subscriptions abroad.
---6. User Feedback and Reactions
Korean online forums show mixed reactions:
- “I only watch the Premier League—why can’t sports selections be separate?”
- “Will stream latency, resolution, and commentary be top-notch?”
- “If NBA is truly exclusive, maybe I'll subscribe for that alone.”
The lack of a sport-by-sport subscription option has drawn criticism. Meanwhile, some users appreciate the comprehensive sports package.
---7. Strategic Implications and Challenges
Coupang Play’s Sports Pass signals a shift toward monetizing OTT through live sports, following trends in the US, Europe, and other major markets.
For success, Coupang Play must address:
- Technical quality—stream stability, HD/4K broadcast, platform-wide reach
- Subscription flexibility—allowing users to choose specific sports
- Competitive pricing—offering bundle or tiered pricing vs. standalone services
If executed well, Coupang Play could redefine how sports content is consumed in Korea, especially as international rivals enter the market.
---FAQ
- Q1: Is the Sports Pass mandatory with WOW Membership?
A1: No. WOW Membership alone continues to provide delivery perks and basic streaming, including K-League and national team matches. - Q2: Can I subscribe only to the Premier League or NBA?
A2: Not currently. All premium sports are bundled in the Sports Pass. - Q3: How does Coupang Play’s sports offering compare globally?
A3: It's similar to services like Peacock (US) and DAZN, but it's the first fully paid sports add-on in Korea. - Q4: Is the NBA truly exclusive on Coupang Play?
A4: Yes—starting Fall 2025, NBA games will be available only through Coupang Play in Korea.
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