Seragem Playing Golf, Hurom Playing Soccer, AtHome Playing Baseball

Mid-sized Home Appliance 'Sports Marketing'
Ceragem, Hurom, AtHome Sign Partnership with Pro Sports
Expect Increased Awareness through Offline Events

Small and medium-sized home appliance companies are actively engaging in 'sports marketing.' This is because it allows them to connect 'health' with their brand image. It also has the effect of raising awareness based on sports fan bases.

Photo by Hurom

Healthcare home appliance company Ceragem announced on the 4th that it signed an official sponsorship agreement with the Korea Professional Golfers' Association (KPGA) last month. This marks the fourth year since their first official agreement in 2021. So far, Ceragem has supported home healthcare appliances such as the spinal medical device 'Master V7' and the massage chair 'Pause M4' to improve the performance of players participating in the KPGA tour. They have also sponsored the 'KPGA Tour,' 'KPGA Challenge Tour,' and 'KPGA Champions Tour.'

Kitchen appliance company Hurom also signed an official partnership with the professional soccer team FC Seoul for the second consecutive year last month. During FC Seoul home game halftime events, they plan to hold a ladder game event to give away Hurom's latest juicer model, the 'H410.' Additionally, benefits such as escort kids events where fans can enter the field with players, as well as uniform and ticket giveaways, will be provided during FC Seoul home games.

Living appliance company AtHome is also preparing to sign an official partnership agreement with the professional baseball team Doosan Bears for the 2024 season, following last year. This year, AtHome plans to promote its brands, including Minix, on the scoreboard and inside and outside the baseball stadium during Doosan Bears home games, and hold brand days with product experience booths. AtHome advertisement videos will also be featured on the Doosan Bears' YouTube channel, 'BearsTV.'

The reason small and medium-sized home appliance companies focus on sports marketing is that it allows them to connect their brand image with 'health' and 'vitality.' They aim for effects that lead to product purchases. For example, in golf, since players need to twist their spines, spinal-related pain is common. The Ceragem Master V7, selected as the official healthcare device of the KPGA, is equipped with a 'Golf Mode' that focuses on managing the areas where golfers experience muscle pain.

It is also effective in raising awareness and intimacy. Before COVID-19, the Doosan Bears achieved 1 million home game spectators for 10 consecutive years. FC Seoul recorded a cumulative attendance of 400,000 after the K League's paid attendance tally last year. Especially this year, with the addition of world-renowned soccer star Jesse Lingard to FC Seoul, the K League 1 single-game attendance record was broken. An industry insider said, "The enthusiasm for baseball, soccer, and golf is intense, making sports marketing a great way to imprint the brand," adding, "If offline touchpoints are increased by operating participatory events that sports fans can enjoy, awareness will naturally rise."

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