Hanwha Financial Expands Joint Brand 'PLUS'...Sponsorship of LIV Golf Korean Team

Expanding Global Brand Marketing
PLUS to Debut at Saudi Season Opener in February

Hanwha Life Insurance, Hanwha General Insurance, Hanwha Investment & Securities, Hanwha Life Financial Services, Hanwha Asset Management, and other Hanwha Financial Group affiliates announced on the 30th that they will introduce differentiated services tailored to customer demand under their joint brand, 'PLUS'.

On the 14th (local time) in Florida, USA, Chanhyuk Park, Head of Hanwha Life Plus (right), and Scott O'Neil, CEO of LIV Golf, took a commemorative photo after holding the official sponsorship signing event. Hanwha Life

PLUS is a financial solutions brand that provides customized services to customers, leveraging Hanwha Financial Group's accumulated technology and data capabilities.

In 2024, Hanwha Asset Management first introduced PLUS as a new exchange-traded fund (ETF) brand.

Since 2016, Hanwha Financial Group has operated the lifestyle brand 'LIFEPLUS', which encompasses all stages of customers' lives, expanding customer engagement through a variety of online and offline content and services.

While LIFEPLUS has focused on promoting Hanwha Financial Group by offering experiences and enjoyment to a broad range of customers, PLUS plans to provide meticulously designed experiences and services that meet the individual needs of customers across finance, lifestyle, and sports.

Going forward, Hanwha Financial Group will sequentially launch a variety of services embodying the PLUS brand philosophy, including specialized financial platforms powered by digital technology and data insights, distinctive lifestyle events, and hyper-personalized asset management services.

As part of its global marketing for the PLUS brand, Hanwha Financial Group has signed a sponsorship agreement with the 'Korean Golf Club (KGC)' of the LIV Golf League.

The LIV Golf League is a new form of professional golf league, distinct from traditional tours such as the PGA Tour in the United States. It has become a festival enjoyed by both world-class golfers-who compete individually and as teams-and fans alike, gaining significant popularity among younger generations.

Notably, this year marks the founding of KGC, a team composed exclusively of Korean players, which aims to elevate the status of 'K-Golf' on the global stage.

PLUS pursues excellence based on technology and data. Noting the alignment between PLUS's philosophy and the KGC squad's commitment to challenge, overcome, and grow to inspire customers, Hanwha Financial Group decided to participate as an official partner for the upcoming season.

In addition to supporting the athletic development of young golfers, Hanwha Financial Group will provide professional concierge services to help them achieve balanced long-term financial management, financial stability, and life planning.

Chanhyuk Park, Head of Hanwha Life PLUS, stated, "Hanwha Financial Group's PLUS is a technology- and data-driven brand that supports the process of challenge and achievement. Through this sponsorship, we will realize the PLUS brand philosophy within the growth journey of KGC players."

Martin Kim, Head of KGC, said, "We are proud to launch a new team together with our key partner, Hanwha Financial Group PLUS. This sponsorship is a process in which both sides share vision and values and work together toward long-term goals."

From February 4 to 7 (local time), starting with the opening match of the 2026 LIV Golf season at Riyadh Golf Club in Saudi Arabia, PLUS will be featured as a major brand on the KGC team uniforms.

Ahead of the season opener, KGC announced its full roster, led by captain Byeonghun An. The lineup, consisting entirely of Korean players, includes Younghan Song, Minkyu Kim, and Danny Lee, who has a LIV Golf victory to his name.

This content was produced with the assistance of AI translation services.