In a significant boost for women’s football in South Korea, Coupang Play has officially become the title sponsor of the South Korean women's national football team. This partnership, announced on June 5, 2025, marks a dedicated effort to expand the sport’s reach and ensure sustainable growth for women’s football across the nation.
Since 2021, Coupang Play has been a prominent supporter of women’s football, streaming major matches live, including friendly games and Olympic qualifiers. Now, as the official title sponsor, the company is set to deepen its involvement by enhancing fan engagement through both on-site activities and expanded content offerings.
The partnership was highlighted during the recent friendly matches between South Korea and Colombia, held on May 30 and June 2, 2025. These matches were branded as the "Coupang Play Invitation Women's National Football Team Friendly Match," underscoring the new sponsorship role. The June 2 game took place at Yongin Mireustadium, where Coupang Play’s CEO, Kim Sung-han, made a personal appearance. Kim presented the Player of the Match award and took commemorative photos with the national team, offering direct encouragement and support.
Kim Sung-han’s presence at the stadium was a clear demonstration of Coupang Play’s commitment to the team and the sport. His engagement went beyond mere sponsorship, signaling an intent to be actively involved in promoting women’s football. According to reports, Coupang Play plans to continue this approach by organizing various on-site activities that will bring fans closer to the team and create more opportunities to celebrate the players’ achievements.
This sponsorship aligns with a broader movement within South Korea to elevate women's sports and provide them with greater visibility and resources. Women's football, in particular, has seen growing interest domestically and internationally, but still faces challenges in terms of exposure and funding compared to their male counterparts. Coupang Play’s investment aims to address these gaps by leveraging its platform to amplify the sport’s presence.
Since the partnership began, Coupang Play has successfully streamed key matches, making them accessible to a wider audience and helping to build a loyal fan base. The company’s strategy combines digital content with real-world engagement, a dual approach designed to maximize impact. Fans can expect more interactive experiences at games, behind-the-scenes content, and exclusive features that highlight the players’ journeys and the team’s progress.
The friendly matches against Colombia were a perfect showcase for this new partnership’s potential. Both games were competitive and drew attention from football enthusiasts eager to see the national team in action ahead of upcoming international tournaments. The matches also served as a platform to celebrate the talents of the South Korean players, many of whom are rising stars in the sport.
By sponsoring these matches and actively participating in events such as the Player of the Match ceremony, Coupang Play is helping to create memorable moments that resonate with fans. This hands-on involvement is expected to foster stronger connections between the team and its supporters, which is crucial for the sport’s growth.
Looking ahead, Coupang Play’s role as title sponsor is anticipated to bring about a new era for women’s football in South Korea. The company’s plans to expand content and organize various fan-focused activities will help maintain momentum and keep the sport in the public eye. This is especially important as the national team prepares for future competitions, where increased support and visibility can make a tangible difference.
Overall, Coupang Play’s sponsorship represents a meaningful step toward nurturing women’s football in South Korea. It reflects a commitment not only to the sport’s present but also to its future, ensuring that talented female athletes receive the recognition and backing they deserve. As the partnership develops, fans and players alike can look forward to a richer, more engaging football experience both on and off the pitch.
