The Dallas tournament won the award for its experiential integration of the CJ sponsorship, allowing visitors to experience CJ brands and K-culture throughout the event
On December 10, THE CJ CUP Byron Nelson received the PGA TOUR’s “Best Title Sponsor Integration” award for the 2025 season.
This honor is given to tournaments in which a sponsor’s brand philosophy and identity are seamlessly and effectively embedded throughout all aspects of event operations. The award marks the official recognition of CJ’s experiential sponsorship strategy, which integrates K-culture experiences into the global sports arena in a natural and compelling way.
THE CJ CUP: South Korea’s First Official PGA TOUR Event
CJ’s golf sponsorship began with the corporate philosophy that companies have a social responsibility to support the dreams of young people.
In 2017, CJ launched THE CJ CUP, the first PGA TOUR regular season event ever held in South Korea, with the goal of broadening the foundation of Korean golf. CJ also consistently supports emerging golf talents, with Team CJ players recording a combined 11 PGA TOUR victories and four Korn Ferry Tour Championship wins as of 2025, demonstrating the growing competitiveness of Korean men’s golf.
CJ became the title sponsor of the Byron Nelson in 2024, a regular-season PGA TOUR stop held in Dallas, and officially renamed the tournament “THE CJ CUP Byron Nelson.” CJ opened a new chapter for THE CJ CUP by taking on the title sponsorship for the next 10 years.
The HOUSE OF CJ: ‘Spreading Culture Through Sports’
CJ has grown THE CJ CUP into a platform where global audiences can experience diverse aspects of the CJ brand and K-culture together. The most representative expression of this vision is the HOUSE OF CJ, an immersive cultural space on the tournament grounds.
At the HOUSE OF CJ, major affiliates including CJ Foods, CJ Foodville, CJ ENM and CJ Olive Young came together to showcase CJ’s cultural assets spanning K-food, K-pop and K-beauty. Fans, players and media alike described it as “a distinctive brand experience that only CJ could deliver.”
Kai Madison Trump, a rising golf talent and the granddaughter of the U.S. President, also visited the HOUSE OF CJ to experience K-culture firsthand. “We’re going to be showing golf, Korean culture, amazing Korean food and more,” she shared on her Instagram account, drawing widespread media attention. “It’s going to be so much fun.”
‘Best Charitable Impact & Inclusion’ Finalist: Growing Together With the Community
Meanwhile, THE CJ CUP Byron Nelson was also named a finalist in the “Best Charitable Impact & Inclusion” category at this year’s PGA TOUR Awards.
The tournament organized an initiative in which 1,000 USD was donated for every birdie made on the 17th hole, raising a total of 104,000 USD. The amount was donated to the Momentous Institute, a Dallas-based organization dedicated to the welfare of children and youth.
Since its inauguration, THE CJ CUP has established itself as a major platform for integrating the sport of golf and Korean culture. Looking ahead, CJ will continue to utilize global sports platforms to introduce K-culture and the CJ brand to audiences worldwide.
