Hankook & Company, the holding company of Hankook & Company Group, has announced it will rebrand Hankook ATLASBX Motorsports, a Korean premier motorsport team sponsored by Hankook & Company, as HANKOOK COMPETITON, as it takes significant steps towards becoming a leading presence in global motorsports.
Established in 2009, HANKOOK COMPETITION has proudly served as Korea’s top-tier racing team. It has clinched seven wins at the Superrace Championship in the Super 6000 Class, the highest category of Korea's largest motorsport event. Last year, the team became the GT Trophy champion, GT4 class champion, and GT driver champion, achieving a total of 3 wins and was awarded the overall championship title at the 24H SERIES powered by HANKOOK European Series 2023. Thus, it underscores its formidable presence in the world of competitive racing.
The rebranding embodies the team’s commitment to innovation and advancement through fair competition and captures the essence of motorsport as a dynamic interplay between automotive technology and the athletes' skill and determination. The team strives to lead the expansion of motorsport in Korea, strengthen its standing as a top-tier team, and undertake various initiatives to enhance its global competitiveness.
Following the rebranding, it will debut in the GT4 Class of the 2024 O-NE Superrace Championship, Korea's top motorsport event, on April 20 at Yong-in Everland Speedway in Korea.
In May, HANKOOK COMPETITION will compete in the ‘2024 Nürburgring 24H’ for the first time, one of the most prestigious endurance races, to express its name as a world-renowned motorsport team and prove Hankook Tire’s top-tier racing tire technology.
Hankook & Company will amplify its premium brand image worldwide through a series of motorsports marketing campaigns. It will also maintain its commitment to showcasing world-class technology and quality by incorporating tire data from motorsports activities into both its high-performance and standard tire offerings.
The company provides racing tires to around 70 top-tier motorsport competitions worldwide, spanning events such as the ABB FIA Formula E World Championship for electric vehicles and the 24H Series, one of the most prestigious endurance races in the world. Additionally, it sponsors teams and contributes to the development of motorsports culture worldwide.
Later this year, it will advance global motorsports by producing “The First Season 2,” a branded documentary showcasing exhilarating videos and behind-the-scenes footage from the motorsport world. Additionally, the company will launch the HANKOOK 24H SERIES Driver Development Program to promote sustainability within the motorsports sector.