Multiple Major-winning golfer Ernie Els ended ten years without a Major win with his dramatic one-shot victory over Australian Adam Scott at the 141st Open Championship at Royal Lytham & St Annes last month.
The other victors over the four days of first class golf action were forklift manufacturer Doosan, whose sponsorship of the Open, the world’s oldest Major golf tournament, has led to a huge increase in brand awareness, according to brand analysis consultants.
Considered the most prestigious golf tournament of the four Majors, The Open Championship is said to have brought the company a nine-fold return on investment, thanks largely to TV exposure in the 190 countries receiving the broadcast from the BBC and ESPN.
Doosan Industrial Vehicles’ Young Lee, head of the overseas marketing team, said: “Our sponsorship of The Open has significantly contributed to promoting Doosan’s brand to the world. We are a relatively new name in many markets, and the popularity of the competition has made viewers curious about our diverse business activities.”
In addition to the estimated 90 million TV viewers, around 200,000 spectators were also expected to visit the competition venue over the duration of the 2013 tournament, with Doosan flags and logos prominently displayed. The company also invited a number of its distinguished customers to the event as a VIPs.
“The Open is a great opportunity for our business,” Young Lee commented. “As a patron, we are able to communicate to a wide audience and bring our name to prominence, as well as get closer to our customers and partners. It’s not just about the screen time exposure, it’s an opportunity to demonstrate our position as a leading organisation by associating ourselves with such a major sporting event.”
Tel: 01604 825600