Hanjin Signs "Naming Sponsorship" Agreement with Esports LCK

Partnership Continues Through 2028

Hanjin is set to promote its new brand value on the global esports stage of the LCK (League of Legends Champions Korea).

On the 12th, Hanjin announced that it had signed a "Naming Sponsorship" agreement at its headquarters in Jung-gu, Seoul, with key executives from both companies in attendance, including President Hyunmin Cho, CEO Samseok Noh, and Wootak Lim, CEO of Breeon Esports.

Hanjin held a "Naming Sponsorship" agreement ceremony with Bree Sports on the 12th at its headquarters in Jung-gu, Seoul. From the left, Samseok Noh, CEO of Hanjin; Hyunmin Cho, President; player "Teddy" Jinseong Park; Wootak Lim, CEO of Breeon Esports; and Jungseok Park, General Manager. Hanjin

This sponsorship is part of a strategy to transform Hanjin from a logistics company that underpins industry into a brand that naturally integrates into everyday life and culture. The LCK has established itself as a popular content platform, not only among its core audience in their 20s and 30s but also with a significant increase in viewers in their 40s, thus appealing to all age groups. Through the highly influential LCK stage, Hanjin plans to promote its new corporate identity announced last year and build its image as a "young and innovative global integrated logistics company."

Starting from this regular season, the team name "Hanjin Breeon" will be used to engage with the global fanbase. The company aims to raise awareness of its new corporate identity through brand exposure on broadcast channels and social media, as well as through offline media such as advertisements on the exterior walls of "Breeon Seongsu," a popular hotspot in Seoul. By leveraging the growth of the global esports market, which boasts over 640 million viewers, and the LCK's annual cumulative viewing time of 229 million hours, Hanjin intends to firmly establish its name among future global customers.

Additionally, Hanjin will introduce exclusive merchandise for international fans through "Hootown," a global direct purchase platform supporting six languages, and handle global distribution and delivery based on its digital logistics platform "Oneclick." The company also plans to continuously explore further business opportunities by leveraging Breeon Company's network, which has expertise in managing national-level athletes across various sports and executing major sporting events.

A Hanjin representative stated, "The LCK is a powerful global content platform supported by the next generation worldwide. Through Hanjin Breeon, we will carry out multifaceted initiatives so that global customers can naturally experience the Hanjin brand in their daily lives and perceive a more dynamic corporate image."