Global esports organization T1 has signed a strategic partnership with Woori Bank, one of South Korea’s leading financial institutions.

Through this partnership, T1 and Woori Bank plan to break down the boundary between finance and esports, presenting a new lifestyle and financial experience centered on Gen Zalpha. The two organizations will progressively roll out a range of joint marketing initiatives, content, and integrated online-to-offline programs so that esports fans and younger audiences can engage with financial services in a more familiar, approachable way.

In particular, this collaboration focuses on using esports as a cultural point of connection to lower the barriers to entering financial services while strengthening communication with fans. With T1’s global influence combined with Woori Bank’s financial expertise, the partnership is expected to create a differentiated brand experience.

T1 COO Josh Woongki Ahn said, “Our partnership with Woori Bank is a meaningful opportunity for the values of innovation and challenge that T1 pursues to expand into the financial sector. Together with Woori Bank, we will continue a variety of bold and forward-looking efforts so that esports fans and Gen Zalpha can encounter financial services more naturally and enjoy new experiences.”

T1 and Woori Bank plan to maximize the partnership’s synergy going forward through joint campaigns, branded content, and fan-participation events, among other initiatives.

This article was translated from the original that appeared on INVEN.