Esports media outlet Sheep Esports has launched a new local branch called Sheep Esports Korea, which will focus on covering the esports scene in South Korea.
According to the official announcement, the new Korean branch will be run by Korean journalists and content creators who are familiar with the local esports community, including its culture, the platforms fans use, and the types of content that resonate with them.
The goal is not simply to translate existing content into Korean. Instead, the branch aims to produce coverage specifically for Korean fans, while also helping international audiences better understand and access stories from the Korean esports scene. The company says having staff based in South Korea should also make it easier to work directly with players, teams, and organisations while reporting with a clearer understanding of the local context and customs.
Sheep Esports has already been reporting on the LCK from Seoul. With the Korean branch now in place, coverage of the LCK is expected to become more regular and detailed. This will include interviews with LCK players and coaches, breaking news, roster updates and reports, as well as closer coverage of Korean players competing in the LCK and LEC.
The media outlet also highlighted that Korean players, coaches, and staff make up a significant part of teams across Europe, North America, Brazil, and other regions. With staff working both inside and outside South Korea, the company will be better positioned to follow these individuals throughout their careers, from their time in Korean leagues to their experiences playing or working abroad.
The Korean branch is the latest in a series of moves by Sheep Esports over the past year. Around three months ago, the company announced its expansion into the Rocket League competitive scene through the acquisition of Shift (ShiftRLE). That followed the launch of Sheep Esports Brazil last year, which was the company’s first step into running a dedicated regional branch outside its home market.
Alongside these expansions, Sheep Esports also entered a partnership with Polymarket, one of the world’s largest prediction market platforms, to run sponsored content and advertising for Polymarket across its platform.
