Naver has partnered with Inspire Resort to secure naming rights for the venue, promoting its brand and technology in an offline space. The name change aims to enhance user engagement by combining membership benefits, convenient payment options, and digital technology.
On October 26, Naver announced it had signed a naming rights agreement and strategic partnership with Inspire Resort. Starting in December, the official name of the arena within Inspire Resort will be changed to 'Naver Arena at Inspire' for a period of three years. This new name will also be applied to all internal and external communications related to the arena.
The two companies plan to collaborate beyond the naming rights agreement, focusing on the overall operation of the venue and services for attendees. Events will be held at Naver Arena and Discovery Park, utilizing Naver's face recognition entry and authentication service, 'FaceSign,' along with an on-site entry service based on Naver Pay's non-fungible tokens (NFTs). The partnership will also include augmented reality (AR) navigation using Naver Labs' digital twin technology.
The collaboration aims to provide a differentiated viewing experience by combining Naver's online services and technological capabilities with Inspire's performance facilities and operational expertise. Naver will offer brand marketing and benefits for Naver Plus membership users, while Inspire will focus on attracting global performance, sports, and entertainment content and managing the arena. This initiative seeks to connect Naver's services and technology with real user experiences in an offline venue.
Lee Jae-hoo, head of Naver's entertainment service division, stated, “Through close cooperation with Inspire, we will utilize 'Naver Arena' as a landmark to showcase Team Naver's branding, technology, and services while providing a unique cultural experience. We will continue to target users with various benefits for Naver Plus members and innovative global events utilizing technologies like Naver Pay's FaceSign.”
The first event at Naver Arena will be 'Naver x Hyundai Card The Six,' taking place from December 25 to 27. This tournament will feature six top female tennis players and is expected to be the first instance of the partnership translating into actual sports content and audience experiences.
* This article has been translated by AI.
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