2026 : The Reawakening of K-Sports

Описание: Sports have the power to unite the world beyond the boundaries of race, language, and gender.

The ancient Greek Olympic Games symbolized the values of unity and peace, so much so that all wars would cease. Today, sports create a global festival where culture and art harmoniously blend.

For over 105 years, Korea has built a proud sporting legacy, hosting four major global events, including the 1988 Seoul Olympics, the 2002 FIFA World Cup, the 2011 Daegu World Championships in Athletics, and the 2018 PyeongChang Winter Olympics, establishing itself as a true sporting powerhouse.

The driving force behind Korean sports' consistent and astonishing achievements has been its indomitable spirit.

During the Japanese colonial era, Sohn Kee-chung's marathon victory in the Berlin Olympics symbolized national pride overcoming colonial realities. In addition, in the 1970s, Cha Bum-kun, by advancing into the German Bundesliga, shattered barriers for Asian players and sparked the 'Cha Boom Syndrome.' Following in their footsteps, the emergence of Korean sports stars who conquered the world, such as Park Chan-ho, Park Ji-sung, and Kim Yuna, shaped a new trend: 'K-Sports.'

The year 2026 will mark another grand celebration of global sports, with the Milano Cortina 2026 Winter Olympics, the 2026 FIFA World Cup, and the Aichi-Nagoya Asian Games.

KB Financial Group is actively supporting the continuous growth of Korean sports by sponsoring foundational sports like swimming, gymnastics, and athletics, as well as figure skating, golf, and short track speed skating, while also discovering promising next-generation talents.

KB also champions lesser-known sports, like curling, as the official sponsor of the national team, standing beside the ongoing growth of Korean sports.

As Korea faces new challenges ahead, we cheer for the soaring future of K-Sports!