Abstract
This study investigated the relationships among FC Seoul's retro marketing, place attachment to Seoul World Cup Stadium, and the satisfaction of K-League spectators. A survey was employed as the primary data collection method gathering total of 306 questionnaires through non-probability convenience sampling. Data analysis used SPSS 26.0 and AMOS 22.0, involving techniques such as frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. The key findings were summarized as follows: Firstly, FC Seoul's retro marketing significantly influences place attachment to Seoul World Cup Stadium. Secondly, place attachment significantly impacts the satisfaction of K-League spectators. Thirdly, FC Seoul's retro marketing does not directly affect spectator satisfaction in a significant manner. Lastly, place attachment serves as a complete mediator in the relationship between FC Seoul's retro marketing and the satisfaction of K-League spectators. This research provided valuable theoretical support and data for K-League clubs aiming to implement retro marketing strategies.
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