Fairs and events

11/07/2012

Doosan Sponsors The Open for Third Year Running

Doosan Sponsors The Open 2012

World’s Most Prestigious Golf Tournament ‘US$ 1 investment in The Open sponsorship translates into US$ 9 in profit.’ Sponsorship significantly increases Doosan’s brand awareness in global markets.

For the third year running, Doosan is sponsoring The Open Championship (also known as The British Open), which is recognized as the most prestigious golf tournament of the four major golf events in the world.

Organised by The R&A, The Open Championship is being held this year at the Royal Lytham & St Annes golf course in Lancashire, U.K. from 19-22 July and, as well as Doosan, there are six other sponsors: Rolex, Mercedes Benz, HSBC, Nikon, Master Card and Ralph Lauren.

About 200,000 spectators are expected to visit The Open, which will be broadcast to 190 countries worldwide by the BBC and ESPN. Through continued sponsorship of the tournament, Doosan will significantly enhance its brand awareness in global markets.

When calculated in terms of return on investment, Doosan’s sponsorship of The Open has brought the company a nine-fold ROI. Repucom, the multinational brand analysis firm, said an analysis of Doosan’s sponsorship of the 2010 Open brought about “9.1 times in ROI through increased brand awareness resulting from the exposure of its logo, and expanded sales due to enhanced familiarity with the invited customers. It means that a US$ 1 investment generated at least US$ 9 in profit.”

A significant effect of the sponsorship has been increased exposure of Doosan’s logo through TV coverage of the event. During the 2010 tournament, Doosan’s logo was shown on TV for a total of 86,013 seconds, appearing on the fencing installed at the tees, the flags raised at the Pavilion where invited customers relaxed and viewed the event, and the umbrellas carried by members of the gallery during the event. Logo exposure increased to 144,743 seconds in 2011, while The Open was viewed by a cumulative total of 89.7 million people in 190 countries worldwide, further increasing the effect of its sponsorship of the event.

Executive director Hye jin Kang of Doosan Corp. said, “The sponsorship of The Open has significantly contributed to promoting Doosan’s brand to the world,” adding, “Through strategic marketing to target overseas markets, including the exposure of Doosan’s brand at The Open, we will continuously step up our efforts to elevate Doosan’s global image.”

 
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