Women's Archery 10 Consecutive Wins... 40 Years of Sincerity by the Hyundai Family Paid Off

[Image source=Yonhap News]

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The South Korean women's national archery team achieved a remarkable feat by winning the gold medal at the 2024 Paris Olympics, securing their 10th consecutive victory in the women's team event. They have not lost the top spot even once in 36 years since 1988. Behind this legend lies the steady support of Hyundai Motor Group over the past 40 years. Nevertheless, Chung Eui-sun, Chairman of Hyundai Motor Group and President of the Korea Archery Association, does not step forward but solely credits the athletes and staff for this legendary success.

Chairman Chung attended the women's team archery medal ceremony held on the 28th (local time) at Les Invalides in Paris, France. On this occasion, rather than receiving praise as the association chairman, he expressed heartfelt gratitude to all members. He said, "I thank the athletes and everyone in the association. Since the athletes are doing so well now, I hope they continue their efforts without getting too excited or discouraged so that their hard work so far does not go to waste."

Chairman Chung is already known as the ‘Fairy of Victory’ among domestic archery athletes. Since taking office as association chairman, he has visited every Summer Olympics?Beijing 2008, London 2012, Rio de Janeiro 2016, and Tokyo 2021. Each time, the South Korean team won the championship. Regarding the nickname ‘Fairy of Victory,’ Chung modestly waved it off, saying, "The athletes are so good that I just happen to be along for the ride; I think I’m just lucky."

Hyundai Motor Group has supported the Korea Archery Association for 40 years since Honorary Chairman Chung Mong-koo took office as the association chairman in 1985. After Chairman Chung Eui-sun succeeded the position in 2005, the continuous support has been passed down through generations without hesitation. This is considered the longest-standing dedicated sponsorship case among single-sport organizations in Korea.

In particular, Chairman Chung ordered meticulous support tailored to the characteristics of each host country. For example, at the 2008 Beijing Games, concerned that the Chinese crowd’s cheering might disturb the athletes’ composure, a large cheering squad was organized. The cheering squad included athletes’ families, coaches, presidents of city and provincial associations, excellent elementary and middle school coaches, Hyundai Motor Group’s local employees and their families, Korean residents’ associations and sports councils in China, and international students?totaling about 9,000 people?to support the athletes.

At the 2016 Rio Games, considering security concerns, private security guards were hired for the safety of the athletes, and armored vehicles (Tucson, Maxcruz) were used to transport them to the venue. Additionally, trailers equipped with rest areas, physical therapy rooms, and showers were installed near the venue to help athletes maintain their best condition.

Hyundai Motor Group Chairman Chung Eui-sun is applauding after the gold medal award ceremony for the women's team archery event at the 2024 Paris Olympics held in Paris, France on the 28th (local time). (Photo by Korea Archery Association)

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Special attention was also paid to the Paris Olympics. Before the competition, various measures were discussed, including equipment technical support, noise training in a soccer stadium, local meals and rest areas in Paris, and preparation of exclusive training facilities. Notably, at the Jincheon National Training Center in Chungbuk, a facility identical to the Paris Olympic archery venue, Les Invalides, was constructed so athletes could train in an environment similar to the actual competition. Hyundai Motor Group even developed a ‘personal training shooting robot’ to enable one-on-one practice matches, and noise adaptation training was conducted by mobilizing a large crowd in a soccer stadium.

Hyundai Motor Group’s support for archery is truly comprehensive. They have helped in all areas including financial stabilization, sports science, and athlete development systems, but have never directly interfered in team selection or association operations. Instead, they only urged strict adherence to transparency and fairness. This aligns with Chairman Chung’s management philosophy of transforming Hyundai’s traditionally vertical organizational culture into a horizontal one, fostering an autonomous and transparent atmosphere.

As a result, the Korea Archery Association has been free from unreasonable practices or unfair athlete selections based on regional or academic ties. National representatives were selected solely through competition, and coaching staff were fairly and transparently recruited through open recruitment. This contrasts sharply with the Korea Football Association, which has been plagued by controversies over coach appointments recently.

In his welcoming speech at the Korean Archery 60th Anniversary event last year, Chairman Chung emphasized the importance of fairness, transparency, and innovation, stating that the Korea Archery Association will earn public trust and love and fulfill its social role based on these principles. "In the mid to long term, we must also consider and practice how archery can come closer to the public and contribute to our society. The Korea Archery Association will lead innovation based on fairness and transparency, gain the trust and love of the people, and perform its appropriate social role."

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