Doosan Extends Its Sponsorship of The Open Until 2019

Doosan Group's Chairman Yongmaan Park announced on July 12 that the company has signed a five-year extension with The Royal & Ancient Golf Club (The R&A) to continue its sponsorship of The Open Championship, one of the most prestigious tournaments in professional golf.

By signing the deal, Doosan will continue to serve as an official patron of The Open until 2019. Doosan decided to renew its partnership agreement based on an analysis of the market, which indicated significant benefits from the original sponsorship. Repucom, an independent brand analysis and research agency, assessed the monetary value of the exposure achieved from Doosan’s on-site signage being broadcast via worldwide television at approximately $13 million for every year of sponsorship.

In an effort to actively promote the Doosan brand and its businesses during the agreement period, Doosan has chosen to utilize an array of promotional elements including branded exhibits and a Doosan-branded bus for event guests and participants. The Doosan exhibits are estimated to have already attracted approximately 23,000 visitors since 2012.

This year at St. Andrews, the Doosan booth featured a large LED billboard that was used to showcase corporate news and its many businesses. Inside the exhibit area, was a Doosan excavator and power plant simulators, a popular golf simulator, and a guest photo booth.

Doosan also extended four invitations to KJ dream golfers — junior golfers enrolled in the KJ Choi Foundation program — to The Open. The young golfers were provided free flights and accommodations to The Open events.