Hansung F&I accelerates expansion of sports marketing… collaborates on MBN Seoul Marathon

*This content was translated by AI.

- Strengthening sports-linked marketing including marathons and park golf to continuously expand touchpoints with customers

- Expects to provide brand experiences and enhance brand awareness through participation in the 2026 MBN Seoul Marathon

Fashion specialist Hansung F&I (Chairman Kim Young-cheol) announced on the 16th that it has signed a memorandum of understanding (MOU) with MBN Maeil Ilbo Co., Ltd. and MBN Media Rep Co., Ltd. for the '2026 MBN Seoul Marathon' as part of its efforts to expand sports marketing activities.

Hansung F&I is actively carrying out various marketing activities utilizing sports this year. Its representative brand, All For You, is participating in the sponsorship of the '2026 Women's Marathon', continuing its support for the fourth consecutive year, and has recently been working hard on developing content targeting the park golf market and strengthening experiential marketing.

This Seoul Marathon agreement was also pursued as an extension of the sports marketing strategy aimed at expanding customer touchpoints and strengthening brand experiences. The goal is to further expand communication with consumers and strengthen brand image by utilizing a major sports event representative of Seoul.

Key stakeholders attended the signing ceremony held on the 15th at the MBN headquarters in Chungmu-ro, where they discussed cooperation on event operations, sponsorship, and collaboration in advertising and public relations.

Under the agreement, MBN will be responsible for overall event operations, while Hansung F&I will participate in cooperation necessary for event operations, centering on All For You. MBN Media Rep will take on the role of supporting sponsorship and advertising and public relations, aiming to support the successful holding of the event.

The three institutional investors plan to build a new cooperation model combining sports events and brand marketing through this agreement. Through this, they expect to enhance the competitiveness of the event while providing participants with differentiated brand experiences.

In particular, the Seoul Marathon is a representative lifestyle sports event that attracts participants from various age groups, making it significant not only in terms of brand exposure effects but also in expanding direct touchpoints with consumers.

An All For You official stated, "Recently, customers are showing high interest not only in products but also in the lifestyles and experiences proposed by brands," adding, "We plan to focus on expanding communication with customers through various content and sports marketing and delivering differentiated value unique to the brand."

Meanwhile, Hansung F&I plans to continue various marketing activities centered on sports in the future, aiming to expand customer experiences and strengthen brand competitiveness.

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*This content was translated by AI.