CJ Group’s unique sports marketing strategy covers more than just sponsorships by cross-promoting Korean culture as well as their other brands
When you sit down to watch your favorite game, what sports do you choose? If you’re into sports like golf or basketball, you might have already seen CJ Group’s influence without even realizing it!
CJ was the force behind Korea’s first LPGA and PGA Tours and the country’s first Olympic title sponsorship. The company also expanded its reach into U.S. sponsorships by partnering with the LA Lakers, solidifying its global presence.
Two decades ago, CJ set a path toward supporting lesser-known sports to create never-before-seen opportunities for exposure. During the COVID-19 pandemic, The CJ CUP, a traditional Korean golf tournament often held on Jeju Island, was moved to the United States, providing a platform for Korean players to gain international visibility. The event didn’t just promote golf; it also served as a stage for CJ to share Korean culture by raising awareness of the Korean writing system on the trophy and serving 7,000 people attendees authentic Korean food from bibigo.
CJ’s commitment to sports marketing extends beyond teams and events, nurturing young talent, such as swimmer Hwang Sun-woo, whom the company signed during high school and supported by becoming the first official sponsor of the Korea Swimming Federation. Similarly, CJ has also sponsored top female golfers in Korea, starting with the youngest-ever KLPGA winner, Lee Seon-hwa, and golf stars like Pak Se-ri and Park Hee-jung.
This long-term investment strategy fosters athletic success and reinforces Korea’s global reputation, elevating CJ’s brand image as its athletes achieve greatness. To learn more about CJ’s investments that demonstrate its dedication to Korea and its athleticism while showcasing its global products, visit CJ Global Newsroom’s official YouTube channel.
