While pitcher Ryu Hyun-jin of the Los Angeles Dodgers has made his home fans proud with his winning streak, Korean infrastructure conglomerate Doosan also made a meaningful footprint in the Major League Baseball scene after entering a multiyear sponsorship with the league’s most successful team New York Yankees.
Under the contract, Doosan’s U.S. affiliates including Doosan Bobcat will enjoy various marketing benefits including featuring Doosan logos on the field fence at Yankee Stadium and offering a promotional giveaway including season tickets to its VIP customers until 2020.
The contract will allow Doosan companies to receive branding, media and hospitality benefits throughout the regular season and the Postseason, one of the MLB jewel events.
Doosan, the owner of Seoul-based Doosan Bears and 2015-2016 winner of the Korean Series Championship, last year entered multiyear partnership with MLB for the American League Divisional Series. The sponsorship has allowed Doosan to receive significant brand exposure across U.S. national broadcast and MLB-owned channels.
New York Yankees is the most successful and popular team with the most number of World Series titles in the history of the league.
“We’re honored to be a partner of the Yankees and believe that our partnership … gives us the ability to continue to grow our brand in the critical U.S. market,” said Edward Song, head of Doosan Infracore North America.
Doosan Group’s U.S.-based subsidiaries including Doosan Bobcat and Doosan Infracore hire about 4,000 staff for their North American operations, which account for $3 billion in its annual revenue.
By Lee Dong-in and Lee Ha-yeon
[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]