Hankook Tire extends Doosan Bears sponsorship

Doosan Bears players wear uniforms featuring main sponsor T'Station / Courtesy of Hankook Tire

Hankook Tire is deepening its investment in baseball, extending its sponsorship of the Doosan Bears for the 11th consecutive year as it seeks to strengthen its premium brand image among Korean consumers, the company said Wednesday.

Hankook Tire & Technology said its automotive service brand T’Station will serve as the main sponsor of the Doosan Bears for the 2026 season, continuing a partnership that began in 2016.

The company said the long-running sponsorship has helped expand engagement with professional baseball fans, supporting efforts to elevate the global Hankook Tire brand.

T’Station was elevated to main sponsor status last year and will continue in that role this season, with its logo appearing on players’ uniforms and official team apparel.

The brand will also be prominently displayed throughout Jamsil Baseball Stadium, including on the scoreboard, outfield gates, upper walls, dugouts and tickets, offering repeated exposure to spectators.

Hankook Tire said it plans to expand fan engagement programs during home games, including “T’Station Brand Day” events. This year, the company will strengthen interactive marketing efforts by linking online and offline content to boost participation and brand familiarity.

The company said the sponsorship is expected to create synergy with the Doosan Bears’ established fan base, helping broaden its reach among sports fans in Korea.

This article was published with the assistance of generative AI and edited by The Korea Times.