Hanwha Life Insurance (Co-CEOs Kwon Hyuk-woong and Lee Kyung-geun) announced on the 6th that it has signed an “Official Sponsorship Agreement for the 2026 Aichi–Nagoya Asian Games Esports National Team” with the Korea e-Sports Association (KeSPA).
The signing ceremony was held at KeSPA’s offices in Mapo-gu, Seoul, with key representatives from both sides in attendance, including Hanwha Life Insurance Vice President Eom Seong-min and KeSPA President Kim Young-man.
Under the agreement, Hanwha Life Insurance will serve as the esports national team’s exclusive official sponsor in the financial sector through the end of the year.
Hanwha Life Insurance plans to back the team’s preparations so that the national squad—approximately 50 athletes across a total of nine titles—can perform at its highest level, including through title sponsorship of Asian Games evaluation matches, while building a broader partnership aimed at supporting Korea’s esports national team.
The company also intends to use esports as a platform to deliver differentiated brand experiences to global customers. In particular, it plans to leverage digital channels such as the LIFEPLUS TRIBES app to help broaden nationwide support and enthusiasm, while expanding overall brand presence.
Hanwha Life Insurance has continued activities that connect finance and esports since 2018, when it became the first company in Korea’s financial sector to establish and operate a League of Legends professional team, Hanwha Life Esports (HLE). Through these efforts, the company has positioned esports not merely as a sponsorship category, but as a key touchpoint for engaging the next generation—while sustaining a range of initiatives to help esports further establish itself as mainstream culture.
A Hanwha Life Insurance representative said, “Hanwha Life has actively communicated with the next generation through esports and has led efforts to help the related industry take root as a mainstream culture,” adding, “Through this sponsorship of the Asian Games esports national team, we will strengthen our standing as a world-class financial institution—enhancing brand awareness among global esports fans and expanding our influence in the global market.”
A KeSPA representative commented, “This agreement with Hanwha Life, which has shown genuine commitment to esports, is highly meaningful in that it gives Korea’s esports national team a strong partner on its journey toward the Asian Games,” and added, “Building on our cooperation with Hanwha Life, the Association will do everything it can so the national team can focus on preparing for the competition in peak condition.”
This article was translated from the original that appeared on INVEN.
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