In this study, the effects of star power characteristics of the 2023 WBC National baseball team on consumption propensity and continuous viewing behavior were analyzed for professional baseball consumers. The purpose of this study is to present a revitalization strategy using star power marketing for national players participating in international baseball competitions. The survey was conducted on 365 professional baseball consumers. In order to process data, using SPSS 26.0 Window Version and AMOS 26.0 statistical programs was performed. Then, the average variance extraction index (AVE) and construct validity (CR) were calculated to verify convergent validity and discriminant validity. In addition, confirmatory factor analysis (CFA) was conducted using the AMOS 26.0 statistical program. As a result, first, among the star power characteristics of the national baseball team, athletic expertise and contribution to the national team were found to have a significant effect on the general consumption propensity. It was also showed that national team contribution had a significant effect on the direct consumption propensity. Second, it was found that the national baseball team's star power characteristics such as athletic expertise, good personality, and contribution to the national team affected significantly the intention to continue viewing. It showed that athletic expertise and contribution to the national team had a significant effect on the intention to recommend to others.