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Doosan Open Golf Sponsorship Brings Rewards

Doosan Industrial Vehicle Co., Ltd.
Thursday, 5 Jul 2012 ( #572 )
The Open golf sponsorship by forklift manufacturer Doosan has led to a huge increase in brand awareness, according to brand analysis consultants.

The tournament, being held this year at Royal Lytham & St. Annes, will once again be sponsored by the Korean firm when it gets under way from July 19-22.

Considered the most prestigious golf tournament of the four majors, The Open is said to have brought the company a nine-fold return on investment, thanks largely to TV exposure in the 190 countries receiving the broadcast from the BBC and ESPN.

Young Lee, head of the Doosan Industrial Vehicles overseas marketing team, said: "The sponsorship of The Open has significantly contributed to promoting Doosan’s brand to the world. We are a relatively new name in many markets and the popularity of the competition has made viewers curious about our diverse business activities."

In addition to the estimated 90 million TV viewers, around 200,000 spectators are also expected to visit the competition venue over the duration of the tournament, with Doosan flags and logos prominently displayed. The company also invites a number of its distinguished customers to the event as a VIPs.

"It is proving to be a great opportunity for our business," says Young Lee. "As a patron, we are able to communicate to a wide audience and bring our name to prominence, as well as get closer to our customers and partners."

Seven companies are officially designated as Open Patrons, including Rolex, Mercedes Benz, HSBC, Nikon, Master Card, and Ralph Lauren, as well as Doosan.

During the 2010 tournament, Doosan's logo was exposed on TV for almost a quarter of the total screen time, appearing on the fences installed at the teeing grounds, the flags raised at Pavilion House where invited customers view the event and relax, and the umbrellas carried by the gallery during the event. Logo exposure increased by a further 90 minutes in 2011.

Concludes Young Lee: "It’s not just about the screen time exposure. Obviously that matters, but we are able to demonstrate our position as a leading organisation by associating ourselves with such a major sporting event."

Established in 1896, Doosan is South Korea’s oldest but fastest growing company. Enriching people’s lives around the world, our Infrastructure Support Business encompasses power plants including nuclear power, sea water desalination, construction equipment and related services, construction and engineering and marine diesel engines.

For further info please contact:

Tel: +82 2 3398 8632
Fax: + 82 2 3398 8619

Click here to visit the Doosan Shopfront

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