SOOP said on Jan. 27 it signed a business agreement with the Korea Cycling Federation at Olympic Hall in Seoul to promote cycling broadcasts and content.

The signing ceremony was attended by Lee Min-won (이민원), an executive director at SOOP, and Lee Sang-hyun (이상현), president of the Korea Cycling Federation. The two sides discussed cooperation focused on producing cycling broadcasts and expanding content distribution. They agreed to increase media access for cycling and broaden touchpoints with a wider user base.

Under the agreement, SOOP will livestream major federation cycling competitions.

SOOP plans to use its live-streaming infrastructure to offer a differentiated viewing experience. It said popular streamers as well as professional commentators will broadcast events while communicating with users in real time.

In addition to event broadcasts, it will also pursue production of content that conveys the appeal of cycling. It plans original content featuring elite athletes’ training and interviews to strengthen storytelling for the sport and provide a richer range of viewing material.

The two sides also plan to continue cooperating on discovering youth athletes and establishing a long-term growth structure for the sport, based on this content expansion strategy. They plan to continue promoting the sport’s appeal through video content and to foster growth across the cycling ecosystem.

Lee Min-won, an executive director at SOOP, said, "Cycling is a sport that has not only the thrill of the competition itself but also visuals, accessibility and a story that all generations can enjoy." He added, "We will not stop at simply delivering the competition, but will work with the Korea Cycling Federation to create a new content environment so that more users can naturally encounter the appeal of cycling."