Expansion of Official Partnerships for the Korean E-Sports National Team
The Korea e-Sports Association has taken a significant step in supporting its national e-sports team by announcing an open recruitment for official partners across various industries. This initiative aims to ensure comprehensive support for the team as it prepares for the 2026 Aichi-Nagoya Asian Games.
The association highlighted that the national e-sports team made a strong impact at the last Hangzhou Asian Games, securing medals in all events. This success has helped solidify the team's brand identity as 'Team Korea of esports,' enhancing its reputation and influence on the global stage.
Targeted Industries for Partnership
The recruitment process is focused on approximately 10 key industries, including food and beverage, aviation, telecommunications, pharmaceuticals (healthcare), beauty (daily goods), electronic equipment, game record measurement and scientific training equipment, logistics, mobility, and event management. While other sectors are welcome to participate, certain industries such as gaming chairs, finance, and clothing, along with peripheral devices like keyboards, mice, and headsets, are excluded from the partnership program.
Selected partners will be granted several rights, including the use of the national sports team’s official IP, the ability to advertise clothing for the team, branding opportunities during major events such as the opening ceremony, evaluation exhibition, and media day, and marketing communication and CSR rights linked to digital channels.
Strategic Collaborations and Marketing Opportunities
Notably, the Korea e-Sports Association has signed a joint marketing agreement with the Korea Sports Association and Team Korea. Unlike traditional sports organizations, this collaboration allows for advertising and campaign activities using the e-sports national team’s IP during tournaments. This is possible through pre-approval from both the association and the Korea Sports Association, even during periods when other sports face restrictions due to ambush marketing rules.
The association shared that it had successfully partnered with 12 companies in each field during the Hangzhou Asian Games. These partnerships led to extensive sponsorship activities. According to a professional analysis, the sponsorship efforts during that time yielded a return of 460% compared to the average sponsorship amount.
Strong Market Response and Fan Engagement
The market response to the national team’s official merchandise, including uniforms, was remarkable. The products sold out four times through online and offline sales, demonstrating strong marketability and high fan loyalty. Additionally, the 'LoL national team warm-up match' before the Asian Games attracted 519,346 unique viewers, reflecting growing interest in the team and its potential for success.
Application Process and Timeline
The official partner recruitment will be open until 3 p.m. on the 14th and 25th. Interested companies can submit their letters of intent through the association’s website via email. This opportunity provides a platform for businesses to align with one of the most prominent e-sports teams globally.
Additional Updates
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