SOOP's esports team Freecs is set to enter the new year with a fresh identity, transforming to 'DN Freecs' through a recently secured naming sponsorship with DN Group. The announcement was made on December 26, indicating the official name change will take effect from January 1, 2024. This partnership marks significant progress for both organizations, aligning DN Group’s brand with the high-energy world of esports.
Both parties formalized their collaboration at DN Solutions' Seoul office, where key representatives were present, including Shin Hyun-seok, head of the esports & game content division at SOOP, and Lee Byung-hoon, executive at DN Solutions. Under this agreement, DN Freecs will operate under its new name for the next three years until 2025.
The branding strategy is set to prominently display the DN Group's logo on team uniforms and gaming venues across popular titles such as League of Legends, PUBG, and Tekken 8. The new emblem uniquely combines the 'D' from DN Group and 'F' from Freecs, featuring the 'D' shaped like a shield to signify resilience and unwavering commitment to fans. Meanwhile, the 'F' strives to promote ambition and excellence.
DN Group holds positions as a leader within the manufacturing industry, holding expertise across sectors like automotive components and machine tools. Founded as Dong-A Tire in 1971, the company has expanded its reach, entering various domains such as sound and vibration damping products for automobiles, where it ranks third globally. With the acquisition of DN Solutions, they continue to broaden their influence, now positioned as the top metal processing solution provider domestically and third globally across multiple industries.
Recognizing the rising appeal of esports, DN Group aims to reinforce its brand influence by connecting with younger demographics through this partnership. Collaboration initiatives such as joint content creation, fan events, and broader esports commercialization efforts are on the horizon. These initiatives are geared toward not only enhancing the fan experience but also building community connections.
Shin Hyun-seok expressed enthusiasm for the collaboration by stating, "Through our collaboration with DN Group, we will strive to provide fans with even more moving matches and joy, becoming a team people want to rally behind." His commitment to fans speaks volumes about the intent behind DN Freecs.
Lee Byung-hoon echoed these sentiments, remarking, "DN Group has always pursued the value of satisfying customers with the world's best manufacturing technology. We also understand the principles of fairness and teamwork integral to sports. We hope to contribute to the activation of Korean esports and communicate more closely with fans through this sponsorship." The shared vision between DN Group and SOOP promises exciting developments for the esports community.
Looking forward, DN Freecs is not just focused on rebranding but also gearing up for new challenges within the League of Legends team, strengthening existing line-ups and bringing new talent to the forefront. This includes renowned veterans and promising newcomers aiming to electrify their fans with dynamic performances.
The partnership between SOOP and DN Group opens up new avenues for growth and engagement within the esports sector, creating anticipation for what promises to be an exhilarating season under the new banner of DN Freecs.
