Kiwoom Securities, one of South Korea's leading securities brokers, officially signed a Memorandum of Understanding (MoU) with esports organization DRX on Wednesday, March 19. The ceremony took place at DRX Seoul Tower in Seoul, attended by the CEO of Kiwoom Securities and the Chairman of DRX.
"Kiwoom DRX": a naming deal in sight
The agreement outlines a collaboration involving joint marketing and, most notably, a naming sponsorship. The name "Kiwoom DRX" is already being strongly considered as the team's new identity. The specifics final team name, contract duration, and sponsorship amount will be finalized in a forthcoming formal contract. Should the deal go through, the name change could take effect as early as the start of the 2026 LCK season, expected next month.
According to multiple South Korean media outlets, the naming rights would initially apply only to DRX's League of Legends division.
Kiwoom Securities bets on Gen Z
If the deal materializes, it will mark Kiwoom's first direct venture into the esports sector. The company, already involved in traditional sports through its professional baseball team, the Kiwoom Heroes, sees this as a strategic opportunity to reach an even younger audience.
"We decided to pursue this partnership in order to broaden our connection with Generation Z, who will drive the economy of tomorrow," said Eom Ju-sung, CEO of Kiwoom Securities.
Pourquoi pas hein 🤷♂️. Ca va juste faire bizarre, en plus c'est la première fois depuis le rebranding (DragonX -> DRX)
DRX> KIWOOM DRX > DragonX
T’a peut être mal compris mais je classer pas je parler juste du fait que c’est la première fois depuis la rebranding de DragonX en DRX. Le nom DRX est largement meilleur que Dragon X et Charlie KRX qu’ils viennent d’annoncer
Sisi j'avais compris je disait juste mon ordre de préférence des différents noms ahaha