South Korea's four major financial groups are providing extensive support for Korean athletes competing in the 2026 Milan-Cortina Winter Olympics.
According to financial industry sources on the 8th, KB Financial is sponsoring figure skating star Junhwan Cha, along with Chaeyeon Kim and Jia Shin. The group also supports short track speed skaters Minjeong Choi and Gilli Kim. KB Financial is additionally backing national teams in figure skating, short track, and curling.
Shinhan Financial supports snow sports including skiing and snowboarding. The group has sponsored snowboarders Gaon Choi and Chaeun Lee, as well as freestyle skier Seunghoon Lee. Since 2015, Shinhan has also sponsored the national ski and snowboard teams.
Hana Financial has supported the national luge team—a less popular sport—since 2012 and backs the Korea Paralympic Committee.
Woori Financial Group, an official sponsor of the national team, is running its integrated marketing campaign "Team Woori Cheering Event" through the 28th of this month.
"Financial groups have consistently sponsored winter sports, which are less popular disciplines," a financial industry official said. "Their support for the sports industry deserves recognition."
