South Korean esports team Hanwha Life Esports (HLE) has revealed a new sponsorship agreement with the well-known energy drink brand Monster Energy.
As part of the collaboration, HLE will be provided with Monster Energy beverages, and the company’s logo will be prominently displayed on the left shoulder of the players’ uniforms. Furthermore, the team is set to produce exclusive content featuring Monster Energy in both online and offline formats, including fan-focused events and campaigns.
Continued Momentum in Partnerships
This recent sponsorship marks the second major partnership for HLE in a short span, following the renewal of its agreement with THE PLAZA hotel, announced last month.
Monster Energy has maintained a strong presence in the esports space over the years. Its current partnerships include North American organization Team Liquid. The brand has also previously supported Evil Geniuses and continues to collaborate with OverActive Media’s Toronto Ultra and Vietnam-based GAM Esports, among others.
A Look at Hanwha Life Esports’ Journey
Hanwha Life Esports is backed by Hanwha Life Insurance, a subsidiary of the larger Hanwha Group. The organization competes in popular titles such as League of Legends and KartRider.
Since purchasing a League of Legends Champions Korea (LCK) slot from ROX Tigers in 2018, HLE initially faced challenges in securing top-tier results. However, the team has seen a significant rise over the past few years by acquiring elite players like Park Do-hyeon, also known as ‘Viper’, and Kim Geon-woo, known as ‘Zeka’, which helped solidify its status as a major contender within the Korean esports scene.
HLE’s Rise to the Top
Leading into the latest LCK season, Hanwha Life Esports was widely recognized as one of the top League of Legends teams globally. This reputation was reinforced by their victory at the First Stand tournament, the first international event of the 2025 competitive season. The team clinched the title after a decisive win against European squad Karmine Corp in the Grand Final, earning a $300,000 share of the $1 million prize pool.