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Since its establishment in 2020, Hsinchu Lioneers has aspired to be more than just a competitor on the court. The professional basketball team set out to become a cultural symbol of Hsinchu, one that embodies local identity and collective pride. Amid the rapid growth of Taiwan's professional basketball scene, with as many as 11 teams competing for audience attention, standing out requires more than athletic performance and compelling content. It also demands the ability to navigate a complex and often volatile public opinion landscape. Edward Chang, General Manager of the Hsinchu Lioneers, emphasized that the team's goal is not merely to secure victories, but to cultivate a sense of citywide identity and positive collective energy that extends beyond the games—making "supporting the Lioneers" a ritual embedded in everyday life for the people of Hsinchu.
Despite the Lioneers' distinctive brand personality and strong local roots, competition in Taiwan's professional basketball market remains fierce. The team must not only perform on the court, but also sustain momentum off the court by converting attention into long-term brand influence.
During the 2022 season, the Lioneers advanced to the championship finals, igniting what became known as the "Windy City Fever." While brand buzz surged, the team also became a target of fake accounts and online trolls. These irrational and manipulative narratives attempted to sway public sentiment, undermining brand trust and fan cohesion—posing a significant public opinion challenge that could not be ignored.
Beyond peak seasons, maintaining engagement during the off-season also became a critical task. Without data-driven insights, marketing efforts risked missing the right timing, emotional cues, and communication rhythm. In an environment where visibility and attacks coexist, the Lioneers urgently needed a data-driven public opinion analysis and content optimization framework to strengthen brand resilience and regain control of the narrative.
To overcome these challenges, the Hsinchu Lioneers adopted KEYPO (KEYPO 大數據關鍵引擎) as the core platform for marketing decision-making and public opinion management. More than a data aggregation tool, KEYPO enables real-time trend monitoring, sentiment analysis, and strategic adjustment support.
From pre-game hype and in-game emotional fluctuations to post-game discussions, the team continuously tracks online conversations and engagement patterns across social platforms. This allows the Lioneers to stay closely aligned with fan sentiment while enhancing communication timing and resonance.
To address fake news and emotional manipulation, the team further leveraged Fanti Fake Account Analyzer (Fanti 假帳號分析器) to examine comment content and fake account structures, effectively distinguishing genuine fans from malicious actors and avoiding misinterpretation of public sentiment.
Demonstrating creative agility, the Lioneers launched a themed event titled "Lions vs. Haters Day," inviting all voices—supporters and critics alike—into the arena. By transforming negative attention into participation and discussion, the team successfully turned a potential crisis into a marketing opportunity.
This integrated strategy, combining data analytics, real-time responsiveness, and creative execution, not only helped the Lioneers safeguard brand trust, but also enabled them to maintain narrative leadership during periods of high visibility and shifting sentiment.
Today, the Hsinchu Lioneers are no longer just a basketball team; they are an extension of Hsinchu's city spirit. By leveraging data as a strategic lever, the team demonstrates that in the attention economy, brands that use the right tools and tell the right stories can withstand even the loudest storms—and emerge as enduring symbols of their communities.
Founded in 2020, the Hsinchu Lioneers Professional Basketball Team was established to serve as a positive force that connects the city of Hsinchu through professional basketball. The team's Chinese name, "Hsinchu Lioneers," was inspired by the popular basketball-themed comic Dunkin' Nerds, particularly the fictional team "Zhubei Lioneers." Beyond inheriting the resilient DNA of Hsinchu Science Park, the team draws inspiration from the character "Old Mo," the team captain in the comic, whose spirit reminds them: "No matter the outcome, play every possession with full commitment." With this mindset, the Hsinchu Lioneers strive to embody the perseverance of Hsinchu and become a unifying, positive force for the city.
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