K League and Coupang Play Stay Together Through 2030...Exclusive Broadcasting Extended 5 Years

Exclusive New Media Rights for All K League 1 and K League 2 Matches to Continue... Accelerating the Expansion of the Digital Footprint
Introduction of AI Upscaling Technology... Transforming Football Fans' Viewing Experience with Ultra-High-Definition Broadcasts

Coupang Play announced on the 23rd that it will extend its comprehensive partnership, including new media broadcasting rights, with the Korea Professional Football League for another five years until 2030.

The two organizations held an extension signing ceremony on the 21st at Jeonju World Cup Stadium ahead of the K League Super Cup opener. Building on the partnership they first formed in 2022, they plan to accelerate the expansion of the K League's digital footprint.

Coupang Play will exclusively exercise the new media live broadcasting rights for all K League 1 and K League 2 matches, which it secured in 2023, through 2030. A representative said, "We plan to bring about a groundbreaking improvement in the quality of K League broadcasts and diversify the viewing experience."

Coupang Play will also introduce artificial intelligence (AI) upscaling technology to its new media live broadcasts. The company plans to deliver ultra-high-definition broadcasts that are clearer and more vivid than existing feeds to football fans.