Food and Dining Industry Boosting Corporate Awareness Through Sports Marketing

[Asia Economy Reporter Lim Hye-seon] The food and dining industry is focusing on sports marketing. The strategy is to expand communication with customers based on fan loyalty and increase brand awareness.

According to industry sources on the 28th, chicken franchise bhc Chicken officially launched a golf team in April. Notably, they signed rookie pro golfer Oh Chae-yu, who became a full member of the KLPGA in October 2020, as their first sponsored athlete, announcing comprehensive support for her over two years. bhc Chicken plans to contribute to the development of domestic sports through active support of promising golf players by establishing the golf team and recruiting athletes, while increasing engagement with their main target demographic, the 20s and 30s generation.

Maeil Dairies recently signed a sponsorship agreement with the professional baseball team SSG Landers for Selex products. Under this agreement, Maeil Dairies will supply Selex adult nutrition products to the SSG Landers’ first team and Futures players throughout this season. The products include RTD (Ready to Drink) Selex Sports Whey Protein drinks and Selex Protein Bars, which players can conveniently consume during games.

Pulmuone Samul announced in March that it will extend its sponsorship of the Ulsan Hyundai Football Club until 2022. Pulmuone Samul has supported Ulsan Hyundai Football Club since 2014 and plans to provide the club with a total of 140,000 bottles of 'Pulmuone Samul by Nature' 500ml, 70,000 bottles annually for the next two years. Pulmuone Samul stated that it will continue to provide high-quality products for players’ hydration and promote the importance of a healthy lifestyle and adequate hydration.

A representative from bhc Chicken explained, “Sports marketing cases in the food and dining industry are increasing due to the advantage of directly exposing the brand to consumer groups with distinct age, gender, and preferences, as well as the benefit of building a young and healthy image.”

This content was produced with the assistance of AI translation services.