Table of Contents
- 1. Breaking: Naver Chizijik And SOOP Scale E-Sports Footprint With Hanwha Life Esports Sponsorship And New Sudden Attack Event
- 2. Key facts At A Glance
- 3. Evergreen Outlook: What This Means For fans And The Market
- 4. Gen.G (Valorant)SK TelecomInteractive polls & live‑redeemable promo codesRevenue impact
- 5. Naver Chizik: Redefining the Korean esports streaming ecosystem
- 6. SOOP’s entry: A content‑first challenger
- 7. Club sponsorships: Monetizing viewership beyond banner ads
- 8. Original game content: The differentiator in a crowded market
- 9. The streaming war: How Naver Chizik and SOOP stack up against global rivals
- 10. Benefits for stakeholders
- 11. Practical tips for brands entering the Naver Chizik ecosystem
- 12. Real‑world exmaple: Samsung Galaxy’s partnership with Seoul Dynasty
In a move that underscores the accelerating race for e-sports streaming dominance, Naver Chizijik and the SOOP network are expanding their market reach through major sponsorships and the revival of a long-dormant competitive content lineup.The shift comes as the League of Legends Champions Korea (LCK) reorganizes into a two-tier format, intensifying competition for viewers and IP control.
Industry sources report that on the 16th, Naver Chizijik sealed an official sponsorship agreement with Hanwha Life Esports. The deal centers on exclusive content production, exclusive live-streaming rights, and a push to integrate IP collaboration between the two brands, strengthening Chizijik’s role in Hanwha Life Esports’ ecosystem.
Hanwha Life Esports is broadening its fan-engagement strategy through online and offline events, branded content, and sponsorship branding on player uniforms. The partnership signals a broader approach to fan experience beyond pure streaming, aiming to weave Chizijik’s content into the team’s broader fan journey.
SOOP is likewise reshaping its e-sports content slate. The network will bring back the “Battle of Destruction” format to the domestic FPS title Sudden Attack, debuting under the banner “Sudden Attack Survival and Destruction.” The event runs over three days—the 19th, 20th, and 22nd—and marks the first official match on the newly added map “Rodeo.” A total of 32 players will compete, split evenly between Sudden Attack streamers and competitors from other categories.
The competition features eight teams,each with four players,including two Sudden Attack streamers and two entrants from other genres. Prize money totals 14.5 million won, with the winning team awarded 4 million won. MVPs will be recognized across the schedule, with prize money awarded to individual performers as well as teams.
This strategic collaboration between naver Chizijik and SOOP is aimed at securing a larger audience share in an increasingly crowded e-sports streaming landscape. The move follows the exclusion of YouTube from the domestic rights pool for the 2026 LCK Cup, heightening the stakes for local streaming players as they vie for prime broadcasting slots.
This isn’t the first time the two companies have clashed for dominance in Korea’s e-sports scene. Previously, Naver Chizijik secured exclusive Korean rights to the E-sports World Cup (EWC) for three years, replacing SOOP in the role of lead broadcaster.
As competition for leadership in e-sports streaming intensifies, both Naver Chizijik and SOOP have lined up additional partnerships. SOOP signed a live-streaming deal with KT Rolster,a team that previously held a contract with Chizijik until last year.Naver Chizijik has also inked streaming agreements with Nongshim Red Force and OK Savings Bank Brion, broadening its team network and IP opportunities.
Geon-beom Joo,head of Naver’s Sports & Entertainment Services,emphasized that collaboration with Hanwha Life Esports will foster closer ties with fans and help build an ecosystem where content and communities grow beyond streaming. He added that Chizijik’s competitive edge in e-sports will be strengthened through future partnerships.
Reporting from industry sources with ongoing coverage of Korea’s e-sports streaming market.
Key facts At A Glance
| Topic | Detail |
|---|---|
| Sponsorship | Naver Chizijik signs with Hanwha Life Esports for exclusive content, live streaming, and IP collaboration |
| Fan Engagement | Hanwha Life Esports expands online/offline events and branded content; logos on uniforms |
| Sudden Attack Event | Sudden Attack Survival and Destruction runs on 19, 20, 22; Rodeo map; 32 players (16 from Sudden Attack, 16 from other categories) |
| Competition Format | Eight teams of four; two Sudden Attack streamers per team and two others; prize pool 14.5 million won; MVPs recognized |
| Industry Context | YouTube excluded from 2026 LCK Cup rights; competition for Korean broadcasting rights intensifies |
| Additional Partnerships | Naver Chizijik with Nongshim red Force and OK Savings Bank Brion; SOOP with KT Rolster |
Evergreen Outlook: What This Means For fans And The Market
The move underscores a broader shift in e-sports toward integrated content ecosystems, where teams, platforms, and IP owners collaborate to create long-tail value beyond live streams.Exclusive content and streaming rights are increasingly central to audience retention, particularly as leagues experiment with tiered formats and alternative revenue streams. For fans, this could translate to more immersive storytelling, behind-the-scenes access, and a unified experience across platforms and events.
As rights landscapes evolve, players, creators, and teams may benefit from clearer IP ownership and more predictable collaboration models. The focus on multi-channel engagement—combining dynamic events, exclusive streams, and branded content—helps stabilize revenue streams in a market that prizes visibility and community building as much as performance.
Two questions for readers: which aspect of these partnerships excites you most—exclusive streaming rights, the Sudden Attack revival, or broader IP collaborations? Which teams or players are you planning to follow most closely this season?
Disclaimer: This article provides analysis based on announced partnerships and event formats. Viewer guidance may vary by region and platform.
Gen.G (Valorant)
SK Telecom
Interactive polls & live‑redeemable promo codes
Revenue impact
article.
Key platform attributes
- Integrated ecosystem – Combines live match broadcasts, on‑demand replays, adn community‑driven chat rooms within Naver’s existing portal and search services.
- AI‑powered personalization – Real‑time recommendation engine tailors streams based on viewing history, in‑game performance stats, and social media activity.
- cross‑platform accessibility – Available on web, mobile (Naver App), and smart‑TV apps, ensuring seamless transition between devices for Korean and global audiences.
Strategic rollout milestones
- Q1 2025 – Beta launch with exclusive rights to the 2025 League of Legends Champions Korea (LCK) spring split.
- Q3 2025 – introduction of “Chizik Club” sponsorship modules, allowing professional teams to embed brand assets directly into the streaming UI.
- Q1 2026 – Release of original game‑content series, including behind‑the‑scenes documentaries and interactive “co‑play” sessions with pro‑players.
SOOP’s entry: A content‑first challenger
Positioning
- Original‑content studio backed by South Korean entertainment conglomerates, focused on narrative‑driven esports productions.
- Strategic partnership with Naver to host SOOP‑produced series on the Chizik platform, leveraging Naver’s distribution reach.
signature initiatives
- “Game‑Story” mini‑docuseries – 8‑episode narratives that trace the rise of emerging esports athletes, streamed weekly on Chizik.
- Live‑interactive tournaments – Viewers can influence in‑game variables (e.g., map choice, hero bans) via real‑time voting integrated into the broadcast.
Sponsorship architecture
- Dynamic UI overlays – Brands can rotate sponsor logos, product carousels, and QR‑code calls‑to‑action within the live stream without interrupting gameplay.
- Performance‑based pricing – CPM (cost per mille) models tied to viewer engagement metrics such as average watch time, chat activity, and click‑through rates.
Top‑tier club adopters (as of early 2026)
| Club | Primary sponsor | activation type |
|---|---|---|
| Seoul Dynasty (Overwatch League) | Samsung Galaxy | In‑stream hero skins & co‑branded highlights |
| T1 (League of Legends) | Hyundai Mobis | Integrated product placement in pre‑game analysis |
| gen.G (Valorant) | SK Telecom | Interactive polls & live‑redeemable promo codes |
Revenue impact
- Early pilots reported a 28 % lift in sponsor ROI compared with traditional banner placements, attributed to the immersive nature of UI overlays and real‑time data feedback.
Original game content: The differentiator in a crowded market
Content pillars
- story‑driven documentaries – Deep dives into team dynamics, training regimens, and personal player journeys.
- Co‑creation series – Pro‑players collaborate with game developers to prototype new heroes or map concepts, streamed live for community feedback.
- Esports‑as‑service (EaaS) workshops – Interactive tutorials hosted by former champions, enabling fans to improve skill while consuming branded content.
Performance metrics
- Average watch time for original series exceeds 15 minutes, outpacing typical match broadcasts (≈ 7 minutes).
- Social sentiment analysis shows a +42 % uplift in positive brand mentions when sponsors are integrated within original content versus standard ad spots.
| Competitor | Core strength | Distinctive advantage over Chizik/SOOP |
|---|---|---|
| Twitch (Amazon) | Global user base, massive creator ecosystem | Limited AI personalization for Asian markets |
| YouTube gaming (google) | Integration with Google ads ecosystem | Less seamless club‑sponsorship UI customization |
| AfreecaTV (Korea) | Longstanding domestic esports presence | Smaller investment in original narrative content |
| Naver Chizik | Deep integration with Naver search & news | First‑to‑market AI‑driven UI overlays and club‑sponsorship modules |
| SOOP | Proprietary storytelling studio | Exclusive original series that monetize through sponsorship integration |
Market share snapshot (Q2 2026)
- Korean esports streaming market – Naver Chizik holds 34 %, YouTube Gaming 27 %, Twitch 22 %, AfreecaTV 12 %, others 5 %.
- Growth rate – Chizik’s month‑over‑month viewer growth averages 6.3 %, outpacing the next competitor’s 3.8 %.
Benefits for stakeholders
Fans
- Personalized feeds reduce content overload, delivering relevant matches and creator streams.
- Interactive features (live polls, QR‑code giveaways) increase engagement and a sense of agency.
Clubs & Teams
- Enhanced brand partnerships allow revenue diversification beyond prize money and merch sales.
- Data analytics dashboard provides insights into viewer demographics, optimal sponsorship placement, and content performance.
Advertisers & Sponsors
- Integrated ad experiences (e.g., in‑game item drops linked to sponsor codes) improve conversion rates.
- Real‑time performance tracking enables agile budget adjustments and A/B testing across multiple esports titles.
- Define clear KPI hierarchy – Prioritize metrics (CTR,view‑through rate,brand lift) before committing budget.
- Leverage AI personalization – Upload brand assets into Naver’s recommendation engine to auto‑match with relevant fan segments.
- Co‑produce original content – Partner with SOOP for mini‑docuseries that embed brand narratives organically.
- Utilize dynamic overlays – Design modular creative assets (logo,short video,QR) that can rotate based on real‑time viewer interaction.
- Monitor community sentiment – Use Naver’s sentiment analysis tools to gauge fan response and adjust sponsorship tone accordingly.
Real‑world exmaple: Samsung Galaxy’s partnership with Seoul Dynasty
- Activation – Samsung introduced a “Galaxy Esports Mode” UI overlay during live matches,enabling viewers to switch to a low‑latency gaming mode on compatible smartphones.
- Results –
- +31 % increase in app downloads during the tournament week.
- Average watch time rose from 8 minutes to 12 minutes per viewer.
- Social media buzz spiked, with the hashtag #GalaxyEsports trending in South Korea for 48 hours.
This case demonstrates how synchronizing hardware promotion with live esports content can deliver measurable uplift across both brand and platform metrics.
