Kwangdong Pharmaceutical is expanding its sports marketing by extending its sponsorships to pickleball, a fast-growing sport in Korea, following its earlier backing of running and marathon events.
The company said on the 25th that it had signed an official sponsorship agreement with the Korea Pickleball Association and would sponsor pickleball tournaments.
The agreement is designed to support the growth of pickleball as a recreational sport while raising brand awareness for Vita500 Ion Kick, an isotonic drink. Kwangdong plans to broaden its brand activities into emerging sports after running and marathon events.
Kwangdong will officially sponsor the "2026 Kwangdong Vita500 Ion Kick KPA Chairman's Cup in Oak Valley," to be held at Oak Valley Resort in Wonju, Gangwon Province, on the 27th through the 30th. Hosted and organized by the Korea Pickleball Association, the tournament will draw participants of varying ages, from teenagers to active seniors.
Pickleball is a racket sport combining elements of tennis, badminton and table tennis. Its simple rules and easy learning curve have driven rapid growth, led by the United States. It was first introduced in Korea in 2016 and has recently gained wider public interest through television and social media.
Starting with this tournament, Kwangdong plans to supply Vita500 Ion Kick to various competitions and events organized by the association through 2027. Beyond standard awards, the tournament will feature brand-linked special prizes such as MVP, an Energy Award and a Best Performance Award.
In June, Kwangdong named webtoon artist and television personality Ki An 84 as the first brand model for Vita500 Ion Kick. The company has been expanding its sports marketing by sponsoring events including "2026 Infinite Challenge Run with Coupang Play" and the "Mind Marathon."
"We will continue with activities that convey bright and positive energy at various sports events," a Kwangdong official said.
