HiteJinro Extends Sponsorship with LA Dodgers... "Strengthening Global Jinro Promotion"

Sponsorship Contract Extended for 3 Years Until 2026
Additional Billboards Installed for Continuous Exposure Inside the Stadium

HiteJinro announced on the 19th that it will extend its sponsorship contract with the Los Angeles Dodgers (LA Dodgers) of Major League Baseball (MLB) in the United States for three more years to strengthen the global image of 'Jinro (JINRO)'. The strategy is to accelerate efforts to promote its flagship product, Jinro, to baseball fans worldwide.

'HiteJinro Bar' installed inside the Los Angeles Dodgers stadium in the United States

HiteJinro has been partnering with the LA Dodgers since 2012, making it the first Asian liquor company to sign a sponsorship deal with the team. Over the past 13 years, it has engaged in various promotions and marketing activities. As an LA Dodgers partner, HiteJinro holds logo usage rights, installs LED advertisements in the stadium, conducts tasting events, and promotes products through the team's official magazine, Insider.

Starting this season, a permanent sign that can be continuously displayed inside the stadium will be additionally installed in the stands, which is expected to increase exposure of the Jinro brand. Furthermore, various sponsorship activities, including the Dodgers' signature event 'Korean Night,' will be carried out to expand brand awareness among local baseball fans.

At the stadium’s exclusive sales booth, the ‘HITEJINRO BAR,’ and 11 concession stands, four types of fruit soju, Terra canned beer, and the ‘JINRO Soju So Blue’ cocktail were sold, receiving positive responses. Through this, fruit soju sales at the Dodgers stadium have shown an average annual growth rate of about 31% over the past three years, driving increased sales. This year, HiteJinro plans to add peach fruit soju to its lineup and conduct various promotional events to further boost local consumption.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, stated, “As a comprehensive liquor company exporting soju to over 80 countries worldwide, we are leading the ‘globalization of soju’ and carrying out various marketing activities for global expansion.” He added, “We will continue to expand local consumption with differentiated strategies, leveraging Jinro, the world’s best-selling distilled spirit, and lead the K-soju craze worldwide.”

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