Major South Korean companies "are ratcheting up their sports marketing efforts by sponsoring upcoming global events in a bid to boost sales and enhance their brand image," according to Kim Tae-jong of the KOREA TIMES. Ahead of the Sochi Winter Olympics, the FIFA World Cup and the 17th Asian Games, many companies "have become official sponsors of events, organizations, teams or individual athletes, expecting direct or indirect benefits." Some "are planning promotional events linked to sports or top players."
Samsung Electronics "has been active in so-called sports marketing, as part of an effort to enhance its brand awareness globally." The company "has launched an advertising campaign at home and abroad for the upcoming Winter Olympics." Hyundai Motor Group "is sponsoring the Korean speed skating team for the Sochi Winter Olympic Games."
Kia Motors "has launched an advertisement featuring speed skating champion Lee Sang-hwa." For the world’s fifth-largest automaker, the Brazil World Cup "is also important as it has been trying to expand its presence in Latin American markets." LG Electronics "will focus on the World Cup." In December, it "started to promote its product lineups with the theme of the football event" (KOREA TIMES, 1/29).
