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Shinhan takes KBO League title sponsorship in record deal

Financial services company Shinhan Bank has been unveiled as the new title sponsor of the KBO League, the top division of baseball in South Korea.

The three-year deal runs from 2018 to 2020 and will be worth KRW24bn (€18.4m/$22.6m), a sum that the Korea Baseball Organization claims is a record title sponsorship deal for sport in the country.

The partnership officially renames the league as the Shinhan Bank MY CAR KBO League. The deal also covers the All-Star Game and post-season games.

Shinhan Bank will carry out a range of promotions for its customers as part of the agreement. The KBO will also promote the company during live streams of the league and via branding at ballparks.

Shinhan Bank replaces Korean tyre retailer Tirebank as the KBO League’s title sponsor.