On the 9th (KST), DRX announced that they have signed a partnership with Kakao and will be utilizing Kakao’s IP in various collaborations. This agreement was made aiming to create more excitement to esports fans domestically and internationally.
DRX is an esports specialized organization, which has fans around the world in the League of Legends scene. They have Kim “Deft” Hyuk-kyu, who is an idol of worldwide ADCs, and star mid laner Jeong “Chovy” Ji-hoon. In the last League of Legends Champions Korea spring season, they finished in 3rd place.
Kakao’s main character, Kakao Friends consists of Ryan, Apeach, Con, Muzi, Tube, Frodo, Neo, and Jay-Z. With a unique world and story, the characters are recreated into various content in multiple formats and are loved in worldwide markets.
Through this partnership, DRX and Kakao Friends will be having joint marketing in the world. Kakao Friends’ character, Ryan, will be attached to DRX’s jersey. Also, Kakao Friends will appear in DRX’s streams or team goods.
DRX CEO Choi Sang-in said, “We’ll contribute to making a new Korean trend flow with Kakao, whose contents’ potential is infinite. We will create content that global fans can enjoy along with Kakao Friends characters and grow the esports scene more.”
Earlier this year, DRX signed a sponsorship contract with McLaren Korea. Besides Kakao and McLaren, DRX has partnerships with about ten corporations such as Red Bull, HyperX, Logitech, Xenics, ETAC, Upcle, etc. After rebranding to DRX last November, they have attracted eight times more sponsorships compared to the previous year to be considered a successful rebranding.
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