Doosan Chairman Yongmaan Park this week announced that the company has signed a five-year extension with The R&A to continue its sponsorship for The Open Championship.
By signing the deal, Doosan will continue to serve as an official patron of The Open until 2019.
Doosan decided to renew the 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 by Doosan’s on-site signage via worldwide television coverage at around $13 million (£8.5 million) every year.
In an effort to actively promote the Doosan brand and businesses during the agreement period, Doosan will feature an array of promotional events, including exhibitions and a Doosan-branded bus operated outside the venue. The Doosan exhibits are estimated to have attracted about 23,000 visitors since 2012.
At St. Andrews, the Doosan exhibition booth will feature a large LED billboard to deliver Doosan’s brand stories and promote its business. Inside the exhibit, special areas will feature such experiences as an excavator simulator, virtual reality power plant simulator, a golf simulator and a photo zone.
This year, in a special exhibition called the “Power & Water Station,” Doosan will promote its desalination and power plant businesses, with free bottled water and free cellphone charging stations that use Doosan’s fuel cells.
Meanwhile, Doosan has invited four “KJ dream golfers” — junior golfers enrolled in the KJ Choi Foundation program — to The Open. The young golfers will be provided with free flights and accommodations as they get to appreciate The Open from up close.
The Open Championship www.theopen.com
For more information on Doosan products, visit www.doosanequipment.com
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