BMW Korea's Golf Tournament Marketing 'Infinite Sprint'

The Only LPGA BMW Ladies Championship in Korea
Creating a Unique Gallery Service and Golf Viewing Culture
Introducing Korea's First 'Inside the Rope' Program
Providing Premium VIP Service and Operating the Oktoberfest Zone

BMW Korea's golf tournament marketing is achieving success.

The BMW Ladies Championship is the only LPGA Tour event held in Korea.
[Photo by BMW Korea]

This year as well, it is attracting attention by hosting a large-scale event in Korea. BMW Korea will hold the BMW Ladies Championship 2024 at the Seowon Hills Course (Par 72, 6,680 yards) of Seowon Valley CC located in Paju, Gyeonggi Province, for four days starting from the 17th. It is the only LPGA Tour event in Korea. The total prize money is $2.2 million (approximately 3 billion KRW), with a winner's prize of $330,000 (about 450 million KRW). Stars including world No. 1 Nelly Korda (USA), Paris Olympic gold medalist Lydia Ko (New Zealand), and defending champion Minjee Lee (Australia) will all participate. A total of 78 players will compete, including 68 LPGA Tour players, 8 special invitees, and 2 promising amateurs.

Every year, a large gallery of spectators gathers at the BMW Ladies Championship to watch world-class players compete.
[Photo by BMW Korea]

BMW Korea's interest in domestic golf tournaments began 10 years ago in 2015. At that time, they started the KLPGA Tour BMW Ladies Championship. Since 2019, it has been a co-hosted event between the LPGA Tour and KLPGA Tour. From 2022, it has been held as an LPGA Tour exclusive event. The tournament was not held in 2020 due to COVID-19. It has been successful in attracting audiences every year. Last year, about 100,000 people visited the BMW Ladies Championship venue over the four days.

Seowon Hills at Seowon Valley CC has created a perfect course worthy of the LPGA Tour event for two consecutive years.
[Photo by Seowon Valley]

The tournament has played a role in introducing Korea's premium golf courses to the world. Starting in Busan (Asiad CC), it moved to Wonju (Oak Valley), and then to Paju (Seowon Hills). It actively promotes mutual growth and development by rotating locations in each region. The venue changes every two years to contribute to local communities and stimulate the economy. Similar to the operation methods of major tournaments like the US Open and The Open, the event tours golf courses nationwide. This year, Seowon Hills put great effort into maintaining the best course conditions. Despite adverse conditions caused by heatwaves that damaged the grass, a perfect course tailored for the LPGA Tour event was created.

At the BMW Ladies Championship, you can see new cars comparable to those at a motor show.
[Photo by BMW Korea]

The main theme is automobiles and golf. Every year, BMW provides a chauffeur service using the BMW 7 Series for players' transportation. New cars are also displayed at the gallery plaza, offering a variety of vehicles comparable to a motor show. Educational programs on car principles were conducted for children. Additionally, a car camping zone and a children-only pool were created within the tournament venue to provide rest areas for families. For two consecutive years, BMW Korea has set up an ‘Oktoberfest Zone’ where family spectators can all enjoy themselves. Visitors can enjoy authentic German beer, sausages, and various food and beverage services. Special gallery services suitable for the clear and refreshing autumn weather, such as car camping zones and kids zones, were also prepared.

The BMW Ladies Championship features an 'Oktoberfest Zone' where family visitors can all enjoy together.
[Photo by BMW Korea]

This year, BMW Korea introduced the ‘Inside The Ropes’ program for the first time in Korea. It is a differentiated gallery service. ‘Inside The Ropes’ is a special viewing program where spectators accompany tour pro players throughout all 18 holes during a regular tour event. Spectators watch the tournament from the closest possible spot to the players during actual competition. They can vividly experience moments when the world’s best players choose their caddies and clubs to tackle the course and execute their best shots right before their eyes.

By applying for the Inside The Ropes program, visitors can experience the best VIP services within the tournament venue, called the ‘BMW Excellence Club Benefit.’ From the BMW Excellence Lounge located in front of the 18th hole green, they can enjoy the players’ fantastic performances and the beautiful scenery of the venue. They also receive transportation service to the venue using BMW’s luxury class vehicles. Additionally, they get VIP parking passes, catering food and beverage services inside the lounge, and special goods.

The BMW Ladies Championship introduced the Inside the Ropes program for the first time this year, allowing spectators to watch the tournament in the same space as the players.

The BMW Group is a global premium automobile and motorcycle manufacturer. It owns four brands: BMW, MINI, Rolls-Royce, and BMW Motorrad. It also provides innovative premium financial and mobility services. The group operates more than 30 production networks worldwide and has established a global sales network spanning over 140 countries.

BMW Korea is putting all its efforts into the successful hosting of the BMW Ladies Championship.
[Photo by BMW Korea]

In 2023, the BMW Group sold more than 2.55 million automobiles and 209,000 motorcycles. For the fiscal year 2023, it recorded sales of 155.5 billion euros and a pre-tax profit of 17.1 billion euros. As of December 31, 2023, it employed 154,950 people. The BMW Group’s management philosophy is long-term thinking and responsible corporate activities. It pursues environmental and social sustainability throughout its management.

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