Hanjin said on Jan. 14 that it signed a NAMING. sponsorship agreement with BRION Esports on Jan. 12.

Accordingly, the BRION team in the global esports league "League of Legends Champions Korea (LCK)" will compete as "Hanjin BRION" for three years starting with this year's regular season.

Hanjin holds a NAMING. sponsorship signing ceremony with Brion Esports at its headquarters in Jung-gu, Seoul, on the 12th. Cho Hyun-min (Emily Lee Cho) of Hanjin (left) and Lim Woo-taek of Brion Esports pose for a commemorative photo./Courtesy of Hanjin

The sponsorship was made to promote Hanjin's new CI (corporate identity) on the LCK stage, which is highly popular among young people. Hanjin said it will strengthen its brand image as a "young and innovative global comprehensive logistics corporations."

Hanjin also plans to build a logistics service model for fandoms by showcasing fandom-only merchandise through the global cross-border shopping platform "HOOTTOWN," which supports six languages.

It expects local marketing synergy centered on Southeast Asian countries such as Vietnam, where BRION has a strong fandom.

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