Korean Air collaborates with South Korea's esports team for Hangzhou Asian Games

Posted : 01 August 2023

Korean Air has revealed a significant partnership with the Korean national esports team for the upcoming Hangzhou Asian Games. This collaboration will see Korean Air engaging in marketing activations centered around the Games, where esports will be featured as an official medaled sport. As part of the alliance, the airline's logo will be prominently displayed on the uniforms of South Korea's esports team.

The Hangzhou Asian Games, which marks the 19th edition of the event, will introduce seven esports titles into the official competition. These titles will range from PC games like Dota 2 and League of Legends to mobile games such as PUBG Mobile and Arena of Valor. While Hearthstone was initially planned to be included, it was later announced that the game would no longer be a medaled event.

Notably, South Korea's esports team selection for League of Legends has garnered significant attention due to the country's wealth of talent in the gaming scene. The team comprises members from renowned organizations such as Gen.G and T1, which hold prominence not only in South Korea but also globally. Additionally, JD Gaming, a Chinese team that recently secured victory in this year's MSI, is also part of the lineup.

Lee 'Faker' Sang-hyeok, a highly popular player and considered one of the best in League of Legends history, will participate in the inaugural medaled League of Legends event.

Korean Air plans to run engaging campaigns on social media, offering esports fans in Korea an opportunity to win tickets to the Games. The significance of this partnership is underscored by the fact that esports has become a foundational force in South Korea, evident in the establishment of the Korea e-Sports Association (KeSPA) back in 2000.

Originally scheduled for 2022, the Hangzhou Asian Games had to be postponed due to the COVID-19 pandemic. As esports gains recognition from nations and government organizations, partnerships with esports national teams like this are becoming more noteworthy and may become more common in the future.

This trend is further evident with the recent inclusion of Tekken player Daniel Madonia as the first representative of the Italian Taekwondo Federation (FITA) in esports.

Korean Air collaborates with South Korea's esports team for Hangzhou Asian Games

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