Doosan has signed a five-year extension with The Royal & Ancient Golf club to continue its sponsorship for The Open Championship, also known as the British Open, one of the most prestigious tournaments in professional golf. By signing the deal, Doosan will serve as an official patron of The Open until 2019.
This year the championship will be staged at the Old Course, St. Andrews, Scotland. Having the tournament at St. Andrews is meaningful for Doosan since the venue held the tournament when Doosan signed its first sponsorship agreement in 2010.
Doosan elected to renew the partnership agreement based on an analysis of the market, which indicated significant benefits from the original sponsorship. Repucom, an independent brand analysis and research agency, assessed the monetary value of the exposure achieved by Doosan’s onsite signage via worldwide television coverage at around $13 million annually.
In order to actively promote the Doosan brand and businesses during the agreement period, Doosan will feature an array of promotional events, including exhibitions and a Doosan-branded bus operated outside the venue. The Doosan exhibits are estimated to have attracted about 23,000 visitors since 2012.
This year at St. Andrews, Doosan exhibition booth will feature a large LED billboard to deliver brand stories and promote its business. Inside the exhibit, special areas will feature such experiences as an excavator simulator, virtual reality power plant simulator, a golf simulator and a photo zone. Doosan will also promote its desalination and power plant businesses, with free bottled water and cellphone charging stations that use Doosan’s fuel cells.
The Open will be held July 16-19 at the Old Course, St. Andrews, Scotland.