Lexus Korea CEO Konyama Manabu, center, poses with professional golfers Ham Jeong-woo, left, and Park Sang-hyun after extending their sponsorship contract by the end of this year at the carmaker's office in Seoul, Friday. Courtesy of Lexus Korea
Major automakers are ramping up sports marketing campaigns, as they seek to strengthen brand recognition and reinforce premium images by teaming up with high-profile athletes.
Luxury brands are increasingly aligning themselves with major sporting events, viewing them as an effective platform to connect with consumers and elevate brand value.
Lexus Korea recently extended its sponsorship contracts with Korean Professional Golfers’ Association tour players Park Sang-hyun and Ham Jeong-woo to the end of this year. The move is part of the carmaker’s broader effort to deepen its presence in the golf community and promote its brand through partnerships with top professional athletes.
Hyundai Motor Group Executive Chair Chung Euisun, center, poses with PGA Tour CEO Brian Rolapp, right, and American professional golfer Tiger Woods at Riviera Country Club in Los Angeles, Feb. 17. Courtesy of Genesis
Genesis, Hyundai Motor Group’s luxury arm, has been aggressively expanding its golf marketing initiatives, particularly in the United States. The brand has partnered with golf legend Tiger Woods and serves as an official sponsor of the PGA Tour, underscoring its commitment to building a premium global image through the sport.
German luxury carmaker BMW has also maintained a strong presence in golf marketing. The company hosts the annual BMW Ladies Championship, a women’s professional golf tournament that has become one of the prominent events on the Ladies Professional Golf Association tour calendar.
Mercedes-Benz Korea is also moving to associate its brand with sports figures. The company appointed Korean tennis player Park So-hyun as its brand ambassador last month, as part of its strategy to connect with younger fans while reinforcing its upscale brand identity.
Industry officials said sports marketing offers automakers a powerful way to showcase performance, prestige and lifestyle values that align closely with their brand positioning.
“Golf and tennis still have a symbolic image as sports enjoyed by the rich, which aligns well with the images pursued by the luxury carmakers,” an auto industry official said.
Source: Korea Times News
