European Football Clubs Partnering With Naver to Engage South Korean Fans

Chelsea, Atlético de Madrid, and Inter Milan partner with NAVER to expand their digital presence in South Korea.

Posted by By Dan Taylor 3 Min Read

Chelsea, Atlético de Madrid, and Inter Milan partner with NAVER to expand their digital presence in South Korea.

Several top European football clubs have partnered with Naver, a major South Korean digital platform, to strengthen their connections with Korean fans.

Chelsea FC, Atlético de Madrid, and Inter Milan have all launched official channels or pages on Naver, providing exclusive content to their growing fanbases in the region.

Chelsea FC

In December 2024, Chelsea FC launched an official Naver TV channel. The club offers behind-the-scenes footage, match highlights, and player interviews, giving Korean fans an inside look at the team. This move is part of Chelsea’s broader strategy to engage more deeply with international audiences through localized digital platforms.

Atlético de Madrid

Atlético de Madrid launched its official Naver page in October 2024. The Spanish club shares exclusive content, real-time match updates, interviews, and behind-the-scenes moments. By leveraging Naver , Atlético aims to expand its global presence and build a stronger relationship with Korean supporters.

Inter Milan

Inter Milan became the latest club to partner with Naver in January 2025. The Italian giants introduced an official Naver TV channel, featuring match highlights, interviews, behind-the-scenes content, and magazine-style features. This initiative aligns with Inter’s commitment to engaging with fans worldwide, particularly in South Korea.

What is Naver TV?

Naver TV is a South Korean online video platform operated by Naver, one of the country’s leading digital companies. It allows users to watch and share video content, including entertainment, sports, news, and live broadcasts. Naver TV is popular among Korean audiences and serves as a key platform for brands, media companies, and sports organizations to distribute exclusive video content.

Football clubs and other sports organizations use Naver TV to engage with Korean fans by providing match highlights, behind-the-scenes footage, player interviews, and other exclusive content. This helps them build a more substantial presence in the South Korean market.

These partnerships highlight a growing trend among European clubs to utilize localized digital platforms to connect with international fans. By collaborating with Naver, these teams are enhancing their digital presence in South Korea and reinforcing their commitment to global fan engagement.

Dan Taylor
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Dan Taylor is the founder and editor of International Search Insights (ISI), the publication behind ReadIsi, and a Partner and Head of Innovation (Search & AI) at SALT.agency. He has worked in search for more than a decade, in-house and agency-side, and is regarded as one of the West’s leading voices on search engines beyond Google, including Yandex, Baidu, Naver and Cốc Cốc. On ReadIsi, Dan covers the engines and AI answer platforms that English-language coverage tends to miss: Baidu and ERNIE, Yandex and Alice AI, Naver, Cốc Cốc, Shenma, Sogou, WeChat and Weibo search, plus DeepSeek and Alibaba’s Qwen. He also keeps dated records of documented changes, such as the Yandex, Baidu and Naver algorithm update histories and the DeepSeek, ERNIE and Qwen model update histories. His approach is to take learnings from global search engines and apply logic with a high evidence threshold. A claim needs a source, patterns seen in one market are treated as a hypothesis until they are checked in another, and where the evidence is thin he says so. For brands, that means advice built on what can be shown, with measurement that separates being cited from being chosen. Dan is credited with coining the term “edge SEO” and won the inaugural TechSEO Boost research competition in 2018 for his work on CDN and edge changes for SEO. In 2026 he was credited with coining “Infinite Tail” to describe how keyword research is changing with AI search. He is the author of AI Search Marketing For The Travel Sector, writes for Search Engine Journal, Search Engine Land and Travel Marketing Guy, and has advised technology, SaaS, travel and enterprise ecommerce brands, including Cloudflare, GitLab and Airbnb. He has given multiple talks and panels at the International Search Summit in Barcelona, and has also spoken at Optimization Moscow, brightonSEO, Google Search Central Live Deep Dive Asia in Bangkok, Athens SEO and the Asia SEO Virtual Summit 2026, where his talk looked at how Baidu, Naver, DeepSeek, Tencent, Cốc Cốc and Yandex built their own AI answers.
Founder & Editor