SOOP Entertainment has officially launched its new performance brand by rebranding its esports team from 'Freecs' to 'DN Freecs'. This change follows the establishment of a naming sponsorship agreement with DN Group, which will see the DN Group's logo prominently featured on the team's uniforms, as well as throughout gaming venues where they compete.
Starting next year, DN Freecs will represent the DN Group for the next three years, participating across popular titles such as League of Legends, PUBG, and Tekken 8. The collaboration was announced on the 26th of October, and it's seen as aligning the ethos of competitive gaming with corporate values.
DN Group, which has its roots going back to 1971 with the creation of Dong-A Tire, has diversified its operations over the years to include automotive parts, battery production, and machine tools. Their entry to esports through this partnership marks significant progress in how businesses are increasingly integrating with the esports community.
The new emblem for DN Freecs creatively combines the 'D' from DN Group and the 'F' from Freecs. It symbolizes the fortitude and commitment to fans, with the 'D' taking on the shape of a shield, representing invincibility and support to the community, and the upward position of 'F' denotes the aspiration for delivering optimal performance.
Both companies are enthusiastic about what this partnership can offer the audience. They’re not just focused on branding; they wish to deepen engagement with fans, which will manifest through various content initiatives and fan events. These programs aim to create tighter connections between the business world and the fanbase of esports.
Shin Hyun-suk, the head of SOOP's esports and game content division, remarked, "Through our collaboration with DN Group, we will work to provide more exciting games and enjoyment for our fans." He emphasized the commitment to fostering interactions with the fan community, aiming to become the team any supporter would love to back.
Lee Byung-hoon, Executive Vice President of DN Solutions, added, "DN Group seeks to satisfy our customers with world-class manufacturing technology, and we value fairness, respect, persistence, passion, and teamwork as important principles both for our company and for the spirit of sports." His comments highlight the crossover values between DN Group and the competitive nature of esports.
This partnership signifies a shift not only for the brands involved but also for the broader esports arena, as it draws increased recognition from established businesses. With the spirit of collaboration at its heart, the newly forged DN Freecs is poised to carve out a notable presence on the competitive gaming stage.
Moving forward, fans can anticipate more than just typical game announcements; they should look forward to unique experiences stemming from this synergistic initiative aimed at enhancing the culture of esports engagement and entertainment.
