- In ninth straight year of sponsorship, strong brand building via TV reaches 600 million households worldwide
- Sports marketing tailored to each region through partnerships with MLB in the U.S. and a European soccer club
On July 18, Doosan announced its continued role as an official patron of The Open 2018, held this year at Carnoustie Golf Links in Scotland from July 19 to 22. Doosan has sponsored The Open, the oldest tournament in the world and one of the four major championships in men’s professional golf, since 2010.
During the tournament, Doosan will exhibit its flagship products, including excavators, forklifts and compact track loaders inside the event venue. The company will also install a Doosan Pavilion for its VIP customers and promote its main businesses—including energy and construction equipment—using scale models and brochures that contain the company’s up-to-date business information.
Furthermore, Doosan will also present its remote monitoring services (RMS), energy storage systems (ESS) and Doosan Robotics businesses under the theme of “digital transformation,” one of the company’s key priorities.
Kantar Media, an independent brand analysis and research agency in the U.K., reported that The Open was viewed by 600 million households in 198 countries last year, and the Doosan logo gained 37 hours, 25 minutes and 34 seconds of brand exposure during the tournament. On the official homepage of The Open, the Doosan logo was exposed more than 34.3 million times.
In addition to golf, Doosan is also involved in global marketing campaigns related to other popular sports such as baseball and soccer, with each campaign tailored to specific regions.
Since September, Doosan’s subsidiaries in North America have served as an official partner of Major League Baseball (MLB), promoting the Doosan brand to customers via nationwide television broadcasts and social media networks throughout the baseball season. This year, Doosan signed a multi-year partnership deal with the New York Yankees, one of MLB’s most dominant teams, and stepped up its branding efforts by displaying its logos at Yankee Stadium and offering an exclusive VIP hospitality experience to its customers.
In Europe, the home of soccer, Doosan Skoda Power, a subsidiary in the Czech Republic, has sponsored FC Viktoria Plzen since 2009. By winning its fifth Czech League championship, FC Viktoria Plzen has solidified its position as a leading club in the league.
“As more than 60 percent of our revenues are generated outside Korea, we plan to build rapport and naturally promote our brand to global customers through sports, which transcends borders, race and language,” said a Doosan official.