Jeonbuk Hyundai Motors FC and the United Nations World Food Programme (WFP) have joined forces to raise awareness about the global food crisis and inspire action through the power of sport. Announced at the Jeonju World Cup Stadium on 21 June, this partnership marks the first time a K League club will feature the WFP logo on its official team uniforms - sending a powerful message of hope and solidarity both on and off the field.
As part of the collaboration, Jeonbuk Hyundai will donate a portion of jersey sales to support WFP's humanitarian efforts around the world. This initiative sets a new precedent in the Republic of Korea for nonprofit partnerships in professional sports, showcasing how sport can be a force for positive change.
"This partnership is a unique example of how sports and humanitarianism come together," said Angie Lee, Director of the WFP Seoul Office. "Jeonbuk Hyundai's support will help WFP raise greater awareness of global hunger and inspire action by connecting with fans and communities who can make a real difference. We warmly welcome Jeonbuk Hyundai, a club with a strong and passionate fanbase in the Republic of Korea, as our partner in delivering messages of hope."
"With millions facing hunger around the world, we feel a strong responsibility to contribute through sport," said Dohyeon Lee, Director of Jeonbuk Hyundai FC. "This partnership goes beyond performance on the field; it's about making a real difference for people in need. Together with our fans, we hope to show that football can truly be a language that changes the world."
WFP has been expanding its private sector partnerships to address rising food insecurity driven by conflict, climate change and economic instability. Son Heung-min, captain of both the Republic of Korea's national football team and Tottenham Hotspur, also serves as a WFP Goodwill Ambassador, helping to amplify humanitarian messages through sport.
Jeonbuk Hyundai's parent company, Hyundai Motor Company, is also supporting WFP's efforts to enhance sustainability in humanitarian operations.
