- Chosen as golfers representing the world for a match between the U.S. team and the International Team, two Korean golfers under the same sponsor are poised to play in the Cup, making it an unusual occasion
- CJ Logistics has been providing support for the globalization of South Korean men’s golf through activities ranging from discovering new talent to sponsoring unaffiliated golfers, with four CJ Logistics-sponsored golfers currently ranked in the world’s top 100
- CJ Logistics is building an adventurous brand image with ’a new quest for global markets,’ thus rewriting the history of South Korea’s sports marketing
CJ Logistics’ sports marketing has hit the jackpot with two of its sponsored golfers Seong-jae Im and Byeong-hun An. together having made it to the 2019 edition of the globally prestigious Presidents Cup
Not only is it unusual for multiple Korean golfers to have been chosen for the Presidents Cup's International Team, but it is also unprecedented that two golfers with the same sponsor have made it to the Presidents Cup. The exceptional occasion is expected to serve as an opportunity for CJ Logistics — a global comprehensive logistics company that operates in 276 bases in 40 countries around the world — to promote its brand to the world, as well as to provide momentum for raising the prestige of South Korea through the demonstration of the global competitiveness of South Korean men's golf.
CJ Logistics announced on the 12th that two golfers sponsored by the company — Seong-jae Im and Byeong-hun An — would together be participating in the PGA Tour event, the Presidents Cup, which is scheduled to take place in Melbourne, Australia on the 13th. The Presidents Cup is an intercontinental golf event where a team, consisting of golfers from all around the world except for Europe, plays against the United States, the world's strongest golf powerhouse. Among the 12 players participating in the event this year, two are South Korean, namely Seong-jae Im and Byeong-hun An, with this also being the first time in eight years that multiple Korean golfers have made it to the Presidents Cup, since 2011 when Gyeong-ju Cho, Yong-eun Yang and Gyeong-tae Kim played in the Cup together.
Of particular note is that both golfers are affiliated with CJ Logistics, a fact which is garnering a lot of attention not only from South Korea’s sports world, but also from the country's industrial sector. The world's attention is focused on the fingertips of Seong-jae Im, who is making a great leap forward with dazzling achievements, including recently having become the first Asian golfer to win the PGA Tour’s Rookie of the Year title. Moreover, in the case of Beyong-hun An, there are high expectations for him as a potential winner for the event, as he has finished runner-up three times so far on the PGA Tour. These are why CJ Logistics’ sports sponsorships, which have helped South Korean golfers go beyond the national team and become world-class players, are drawing attention.
CJ Logistics’ sports sponsorships are incessantly bringing fruition, discovering new talent and nurturing them into world-class athletes. Seong-jae Im became the first Asian golfer to win the PGA Tour’s Rookie of the Year last season, and in 2017, Si-woo Kim became the youngest-ever golfer to win the Players Championship, one of the world's five major golf championships. In addition, having noticed the true potential of Sung-hoon Kang, who had been going on a lonely journey to win without any sponsors, CJ Logistics signed a sponsorship agreement with him in 2018, and subsequently, this past May, Sung-hoon Kang won the AT&T Byron Nelson held in the U.S. Having helped its four sponsored golfers — Seong-jae Im, Byeong-hun An, Sung-hoon Kang and Si-woo Kim — to be ranked in the world’s top 100, CJ Logistics is recognized not only as contributing to the globalization of South Korean men's golf, but also as rewriting the history of South Korea’s sports marketing.
Good performances from sponsored players directly lead to good marketing outcomes in countries where golf is popular, such as the United States. At the 2018 AT&T Byron Nelson, which Sung-hoon Kang won, CJ Logistics’ new U.S. sister company DSC invited its clients and held various marketing events including pep rallies and fan meetings, garnering massively positive responses from the clients. There were also cases where sponsored golfers’ good performances directly led to increased brand awareness — for instance, when Si-woo Kim won the Players Championship, an Australian home appliances company asked CJ Logistics’ U.S. subsidiary for business cooperation in the logistics sector.
Seong-jae Im expressed a strong determination to win the Presidents Cup, saying, “Thanks to CJ Logistics' continuous sponsorship, I have been able to play my games in a far more steady, stable manner and in the best possible condition, which in turn has led to good results, such as my becoming the first Asian golfer to Rookie of the Year and making it to the Presidents Cup. At the upcoming event, I will continue to try my hardest to deliver the best performance and win the trophy.”
In addition to sponsoring golfers, since 2016, CJ Logistics has been serving as the title sponsor of South Korea’s largest car racing competition, the CJ Logistics SuperRace Championship, in a bid to convey to the whole world the image of a global advanced logistics company through the dynamicity of motor sports and racing machines, which are a sort of emblem of cutting-edge technologies. The company has also organized and sponsored its own racing team, the CJ Logistics Racing Team.
The total number of visitors to the 2019 CJ Logistics SuperRace Championship held this year was 18,296, an about 60% increase from last year, setting a new record. The average number of visitors per round was 22,762, more than double that of professional baseball (11,119 on average per game). Visitors from non-metropolitan areas such as Inje-gun, Gangwon-do and Yeongam-gun, Jeollanam-do increased, and the percentages of teenagers, women and families among visitors also increased, showing that the CJ Logistics SuperRace Championship is contributing to the popularization of motor sports.
A CJ Logistics official said, “In keeping with our adventurous efforts to penetrate international markets and also in a bid to convey the image of a company pursuing dynamicity, speed and safety, CJ Logistics sponsors not only promising young South Korean golfers aspiring to enter the global stage, but also South Korea’s largest supercars racing competition and a racing team. Our bold sports marketing activities have been proving to be very effective in drastically raising awareness of our brand in international markets, such as the U.S. Going forward, we plan to keep expanding sports marketing activities fitting for a global company.”