Taiwan’s Chinese Professional Baseball League (CPBL) has undergone a significant transformation, evolving from a sport-centric organization to one heavily influenced by entertainment. This shift is largely attributed to the popularity of cheerleaders, such as Lee Da-Hye, who now rival athletes in their ability to draw crowds. The article argues that branding, social media presence, and the pursuit of novelty are increasingly important factors in modern sports economics. Fan culture is also being reshaped by this entertainment focus. The CPBL’s experience demonstrates how entertainment talent can become a primary driver of attendance and revenue. This trend reflects a broader change in how sports leagues operate and engage with their audiences.