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The Kwangdong Freecs, formerly known as Afreeca Freecs, have recently inked a sponsorship deal with DN Group. As part of their deal, Kwangdong Freecs have now rebranded as DN Freecs.
Having a new sponsor for the long-standing LCK team is another notch moving forward for them, as they make the necessary preparations for the upcoming 2025 season.
The sponsorship deal between DN Freecs and the DN Group will last for 3 years, and apart from the team’s name change, they will also use a new logo for their 2025 campaign in both the LCK and international events.
What is DN Freecs’ Sponsor DN Group?
DN Group (DN Automotive Corp.) was founded back in 1971 and operates across multiple industries that include automotive manufacturing, machine tools, and financial services.
Its decision to enter into esports and sponsor a team underscores a shift in their marketing strategies, leveraging the global popularity of competitive gaming to build brand recognition.
The majority of fans were quick to point out that DN Group is a Business-to-Business (B2B) company, and that usually Business-to-Consumer (B2C) companies are the ones who are in the esports scene. It is also quite uncommon to see a heavy B2B brand sign a long-term deal with a team.
However, DN Group’s involvement suggests confidence in esports as a platform for long-term engagement and growth. Players and fans alike will have to wait and see how DN Freecs will perform in the coming years.
More Moves from DN Freecs in the Offseason
Apart from closing the deal with DN Group, DN Freecs have also made some updates and changes in their LCK roster during the offseason. DuDu and BuLLDog, the team’s Top Laner and Mid Laner, respectively, have inked contract deals that will keep them in the team.
To date, DN Freecs’ team consists of DuDU at the Top Lane, BuLLDog manning the Mid, Pyosik as their Jungler, Berserker as their ADC, and Life as Support. The new lineup is expected to provide competitive depth as the team sets its sights on the LCK Cup and subsequent tournaments.
Most notably, the LCK is set to return on January 15, 2025, with the LCK Cup serving as the season’s first major event. This tournament will be the proving ground for DN Freecs’ new look and team, and will also determine Korea’s representative for Riot Games’ First Stand, an international League of Legends event debuting next year.