Miles Bennett
South Korea has become one of the world's most golf-obsessed nations, with its companies becoming some of the sport's most important corporate sponsors. The CJ Group, for example, has been hosting the CJ Cup since 2017, promoting its K-lifestyle to the world and providing Korean food from its Bibigo brand to golf fans. Another South Korean company, Volvik, is a premium golf ball manufacturer known for its colourful matte finishes. Genesis, a subsidy of Seoul-based Hyundai, sponsors two events on the golf calendar, including the Genesis Invitational, hosted by Tiger Woods.
| Characteristics | Values |
|---|---|
| Golf popularity in South Korea | Third largest golf market in the world |
| South Korean golf sponsors | CJ Group, Genesis (Hyundai), TaylorMade Golf, Titleist, FILA Korea, Centroid Investment Partners |
| Sponsorship benefits | Marketing, global presence, cultural platform, innovation, sports development |
| Notable sponsorships | The CJ Cup, Genesis Invitational, Byron Nelson Classic, KLPGA |
| Sponsorship focus | Men's golf, women's golf |
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What You'll Learn
The Korea Ladies Professional Golf Association (KLPGA)
South Korea has become one of the top golfing nations, with the sport's residents exhibiting an almost viral fascination with it. South Korean companies have become some of the most prominent corporate sponsors in the sport. The Korea Ladies Professional Golf Association (KLPGA) is a South Korean professional golf tour for women. It is one of the world's five leading women's golf tours, with a total prize fund of roughly $21.7 million USD in 2019.
The KLPGA is not run by the American LPGA but by the LPGA of Korea. This association has helped the sport gain a lot of traction in the country, with South Korea-based companies investing heavily in the sport. For instance, upscale auto manufacturer Genesis, a subsidy of Seoul-based Hyundai, sponsors two events, including the Genesis Invitational, hosted by Tiger Woods.
Another South Korean company, CJ Group, has also made significant inroads into golf sports. They began by sponsoring female golfer Se-Ri Pak in 2001 and have since expanded their sponsorships to include male golfers as well. They hosted the CJ Cup at Nine Bridges in 2017, aiming to connect Korean lifestyle and food with the tournament.
The popularity of golf in South Korea has also attracted foreign companies to invest in the sport there. For example, TaylorMade Golf, based in California, moved production of some of its popular Tour models to a plant near Seoul, recognizing the potential for growth in the Korean marketplace. South Korea's economic prosperity and the world's third-largest golf market make it an attractive destination for golf-related investments and sponsorships.
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Corporate sponsors and their perspectives
Corporate sponsors in South Korea have been quick to recognize the potential of golf as a marketing platform, and the sport has become a significant recipient of corporate funding in the country. South Korea is now one of the world's most golf-obsessed nations, and its companies have become some of the game's most important sponsors. This development is part of South Korea's economic rise, which has seen it become the 13th largest economy in the world.
One of the most prominent corporate sponsors in South Korean golf is the CJ Group, a Korean conglomerate that has been involved in the sport since sponsoring Se-Ri Pak in 2001. The group has hosted the CJ Cup, South Korea's only official PGA Tour event, since 2017. The tournament is used as a platform to promote Korean culture and food to a global audience, with a particular focus on marketing the group's Bibigo brand of Korean food products. The CJ Group also sponsors individual golfers, including Scottie Scheffler, and has expanded its sports marketing to include basketball, partnering with the LA Lakers.
Another notable South Korean sponsor is Genesis, an upscale auto manufacturer and subsidiary of Hyundai. Genesis sponsors two events on the golf calendar, including the Genesis Invitational, hosted by Tiger Woods.
The appeal of golf as a marketing platform extends beyond South Korea's borders, with companies seeking to use the sport to make inroads into larger markets in the US and Europe. For example, Volvik, a South Korean-based ball manufacturer, has found success in the global market with its colorful matte finishes. Similarly, Titleist, while still owned by an American company, was brought under the umbrella of FILA Korea, reflecting the importance of the Korean market.
The Korea Ladies Professional Golf Association (KLPGA) provides an interesting case study in corporate sponsorship. Contrary to the trend of higher investments in men's sports, the KLPGA sees women athletes attracting far more endorsement opportunities than their male counterparts in the Korea Professional Golfers' Association. This can be attributed to the buying power and increased sport participation of women, making women's sports an optimal target audience for certain organizations.
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Genesis leads the way in Korean men's golf
South Korea has become one of the world's leading golf destinations, with its companies becoming some of the game's most important corporate sponsors. Genesis, an upscale auto manufacturer and subsidiary of Seoul-based Hyundai, is at the forefront of this movement, sponsoring two significant events: the Genesis Invitational, hosted by Tiger Woods, and the former Los Angeles Open, which has been a Tour stop since 1926.
The Genesis Championship is a prestigious tournament held at the Jack Nicklaus Golf Club Korea, offering a unique golfing experience with stunning views of the West Sea and the city skyline. The course features bent grass on tee boxes, greens, and fairways, providing excellent playing conditions all year round. Genesis prioritises customer satisfaction, offering convenient services such as mobile ticketing, shuttle buses, and VIP admission tickets with exclusive amenities like access to the Genesis Suite and dedicated parking.
Genesis is not alone in its support for golf in South Korea. The CJ Group, for example, has made significant investments in the sport, including sponsoring players like Se-Ri Pak and hosting the CJ Cup, now merged with the Byron Nelson Championship. This tournament showcases Korean lifestyle and cuisine, aiming to connect their brand with the sport globally.
South Korea's economic growth has fuelled corporate spending in golf, with companies recognising the sport's global appeal as a gateway to larger markets. The country's golf market is the third largest in the world, attracting international companies like TaylorMade Golf, which moved production to South Korea to capitalise on its potential. As a result, South Korea has become a significant player in the world of golf, with its companies driving innovation and investment in the sport.
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The UL International Crown-JDX collaboration
Golf is a very popular sport in South Korea, and the country has become one of the top golfing nations in the world. South Korea-based companies have become some of the game's most important corporate sponsors, with companies like Genesis, a subsidy of Hyundai, and Volvik, a premium golf ball manufacturer, investing heavily in the sport.
In 2015, the Ladies Professional Golf Association (LPGA) announced that JDX Multisports would become the Official Team Apparel Provider and the first new Ambassador Partner for the 2018 UL International Crown. JDX Multisports is one of Korea's fastest-growing and most popular sports fashion brands, known for producing fashionable yet functional clothing at reasonable prices. As part of their partnership with the UL International Crown, JDX Multisports designed and sold a collaboration line of apparel for the tournament, which was showcased by all eight competing teams during the 2018 event. The collaboration was a way for JDX Multisports to promote its high-quality products and unique designs worldwide, while also providing official team apparel for the tournament.
The UL International Crown is a biennial golf tournament that pits the world's top-ranked countries against each other in match play to crown the best golf nation. The 2018 edition, hosted at the Jack Nicklaus Golf Club Korea in Incheon, South Korea, was the third iteration of the tournament. It featured teams from South Korea, Japan, Thailand, and Chinese Taipei, with the home team, South Korea, ultimately claiming victory.
The tournament also featured the UL Fan Expo, which provided attendees with a series of interactive experiences showcasing UL's history and impact. Over 4,400 golf fans visited the UL Fan Expo, which offered activities such as virtual reality stations, interactive displays, and the opportunity to take photos with the tournament trophy.
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CJ Logistics and its sponsorship of golfers
CJ Logistics, a subsidiary of the CJ Group, has been a prominent sponsor of golfers and golf tournaments. The company leverages its involvement in golf to expand its global presence and promote Korean culture and lifestyle.
In 2017, CJ Logistics launched The CJ Cup, South Korea's first officially sanctioned PGA Tour tournament. The event was initially hosted at the Nine Bridges private golf club on Jeju Island for three years before moving to the United States in 2020 due to the COVID-19 pandemic. The CJ Cup has since been held at various locations in the US, including Las Vegas and McKinney, Texas, where it merged with the Byron Nelson Championship in 2024. The tournament has attracted a large number of participants and offered significant prize purses, with the 2025 event featuring 138 golfers and a $9.9 million prize purse.
CJ Logistics is committed to sponsoring talented young golfers rather than famous star players. The company currently sponsors several professional golfers, including Sungjae Im, Asia's first PGA Tour Rookie of the Year in 2018-2019. Other sponsored golfers include Byeong Hun An, Si-Woo Kim, Kris Kim, and Kyoung-Hoon Lee, who won the Byron Nelson tournament in 2021 and 2022.
Through its sponsorship of golfers and tournaments, CJ Logistics aims to support the development of Korean sports and provide a platform for cultural exchange. The company's involvement in golf has helped elevate South Korea's presence in the sport globally, attracting international attention to the country's thriving golf industry.
South Korea has experienced a surge in popularity for golf, with companies like CJ Logistics leading the way in corporate sponsorship. This trend has resulted in significant opportunities for the sport and has contributed to South Korea's economic growth. The country's GDP reached $1.65 trillion in 2022, making it the 13th largest economy in the world.
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