Hanwha Life Insurance Partners with KeSPA for Esports Sponsorship

Hanwha Life Insurance has entered into an official sponsorship agreement with the Korea e-Sports Association (KeSPA) for the esports national team competing in the 2026 Aichi–Nagoya Asian Games. The announcement followed a signing ceremony at KeSPA’s offices in Mapo-gu, Seoul, with notable attendees such as Hanwha Life Insurance Vice President Eom Seong-min and KeSPA President Kim Young-man.

This agreement positions Hanwha Life Insurance as the exclusive official sponsor within the financial sector for the esports national team until the year-end. The insurer will aid in the preparation of the team, supporting approximately 50 athletes across nine titles, and will engage in title sponsorship of evaluation matches for the Asian Games. This effort is part of a larger initiative to strengthen Korea’s esports landscape.

Additionally, Hanwha Life intends to leverage esports to enhance its global brand presence, using platforms like the LIFEPLUS TRIBES app to engage audiences and deepen its support for South Korean esports. Since 2018, Hanwha Life Insurance has merged finance and esports by establishing its own League of Legends team, Hanwha Life Esports (HLE). This initiative underscores the company's dedication to transforming esports into a core cultural engagement channel, rather than merely a sponsorship option.

A representative from Hanwha Life Insurance highlighted the company's strategy of engaging younger demographics through esports, aiming to make it a mainstream cultural phenomenon. This sponsorship aims to cement Hanwha Life's status as a leading financial institution, enhancing its influence and brand recognition in the global esports market. KeSPA acknowledged the significance of this partnership, emphasizing how Hanwha Life's support provides a strong partner for the national team at the Asian Games, with the Association committed to facilitating optimal team preparation.