To mark the opening of the '2026 FIFA World Cup,' Kyobo Life Insurance, which has partnered with the South Korea national football team for 24 years, unveiled its World Cup campaign video 'Team Play of 50 Million' on its official YouTube channel.
In 'Team Play of 50 Million,' the company movingly highlights the unsung heroes working quietly behind the players, including nutritionists, athletic trainers, and groundskeepers. The video then fills the screen with Son Heung-min's dynamic play and the passionate cheers of the entire nation, accompanied by the narration, "Because South Korean football is a team effort by 50 million people." In the latter part, it showcases the uniforms Kyobo Life Insurance has sponsored since 2002 and displays the line, "Kyobo Life Insurance stands with South Korean football in 2026 as well."
Kyobo Life Insurance, which became the only insurer to serve as the official partner of the South Korea national football team during the 2002 FIFA World Cup Korea/Japan, has remained by the team’s side through seven World Cup tournaments, including this one in North America. It shared in historic moments such as South Korea becoming the first Asian nation to reach the World Cup semifinals in 2002, as well as the team’s Round of 16 runs in 2010 and 2022.
After the 2002 World Cup, the company also took out whole life insurance policies for the Taegeuk Warriors and coaching staff as a gesture of gratitude for their miraculous run to the semifinals. The death benefits were later paid to the bereaved families of former head coach Pim Verbeek and former manager Yoo Sang-chul, helping to naturally promote the value of life insurance as a social safety net that supports people in overcoming hardship.
Meanwhile, Kyobo Life Insurance is running a comment event for 'Team Play of 50 Million' on its website, integrated app, and newsroom event page through the 21st. Viewers who watch the Kyobo Life Insurance YouTube campaign video and leave messages of support and encouragement for the national team will be entered into a drawing for prizes such as official national team uniforms and chicken sets.
In line with new media trends, the company also teamed up with the football influencer YouTube channel 'Cho Won-hee' to release specially produced video content. The format features former national team player Cho Won-hee in one-on-one football matches against Korean football legends such as Song Chong-gug and Lee Keun-ho, and the donations raised through the project will be delivered to ChildFund Korea to help children in care.
Kim So-hyung, compact@sportschosun.com
