Baek Eok Coffee has begun suspending sponsorship activities in response to the controversy surrounding the receipt of external information at PUBG Asia Stars 2026.
Even after measures were taken against the tournament participants, no plan for handling the first-day match scores had been disclosed, and all 8 Korean participants were absent from the Day 2 matches on September 19.
Although the sponsorship contract has not been terminated, Baek Eok Coffee’s final participation decision may be linked to the organizer’s subsequent response.
3-Line Summary
1. Baek Eok Coffee is suspending the related sponsorship activities
2. Advertisements, menus, and events are included
3. Whether the contract will be terminated has not yet been decided
Advertising, Menu, and Event Measures From September 20
In a September 20 announcement, Baek Eok Coffee said that customers’ disappointment and concerns had been received regarding its sponsorship of the PUBG esports tournament. The company said it viewed the matter with regret and would verify the facts and the organizer’s response.
Accordingly, Baek Eok Coffee announced that it was taking measures to temporarily suspend related sponsorship activities, including CM (advertising), menus, and events. The key point of the announcement is that activities involving consumer touchpoints connected to the tournament would be halted first. The measures cover not only exposure at the tournament venue but also menus and events promoted by the brand.
However, this does not mean the immediate termination of the sponsorship contract. Baek Eok Coffee said it would determine subsequent measures after an internal review and disclose the confirmed results on its official website.
The Unresolved First-Day Score Issue After the Receipt of External Information
The controversy erupted when Vietnamese representatives HIMASS and TANVUU acknowledged in a joint apology that they had received information from outside the match while checking live chat during the first-day matches held on September 17. The two identified the Korean team and KOR_SOOPI as the parties who may have been affected.
On September 19, Krafton announced that the two participants would be excluded from the remaining matches, along with delays to broadcasts of major matches, renewed guidance on operational standards, and stronger match monitoring. The company also acknowledged responsibility for failing to make the operational standards sufficiently specific and announced that it would conduct an additional investigation.
However, no announcement was made on how the first-day match results would be handled. The tournament determines rankings by totaling scores across 9 events over three days, so whether the first-day scores are recognized, adjusted, or replayed is directly connected to the final rankings. This issue is also part of the background to all 8 Korean participants being absent on Day 2.
Sponsorship Suspension Confirmed; Final Decision Under Review
Baek Eok Coffee’s measure is a sponsor-level response confirmed after the external-information controversy. The fact the company has already confirmed and announced is that it has begun taking measures to temporarily suspend the related sponsorship activities.
On the other hand, whether it will continue participating as a sponsor and how the contract will be handled have not yet been finalized. Baek Eok Coffee said it would decide on subsequent measures after confirming not only the facts but also the organizer’s response. Accordingly, the next stage of the sponsorship relationship is expected to take more concrete shape once the results of the additional investigation into tournament operations and the plan for handling the first-day scores are disclosed.
This matter did not end with sanctions against the participants. It shows that the longer explanations concerning competitive fairness and a conclusion on the handling of cumulative scores are delayed, the more direct pressure this places on the judgment of brands sponsoring the tournament.
References
Tags #BaekEokCoffee #PUBGAsiaStars2026 #Battlegrounds #Krafton #PUBG #Esports #Sponsorship #SponsorshipSuspension #StreamSnipingControversy #ExternalInformation #TournamentFairness #HIMASS #TANVUU