Doosan extend sponsorship of The Open

Company to serve as an Official Patron of the prestigious golf tournament for five more years

DOOSAN have signed a five-year extension with The Royal & Ancient Golf Club to continue their sponsorship for The Open championship (also known as the British Open), one of the most prestigious tournaments in professional golf. By signing the deal, Doosan will continue to serve as an Official Patron of The Open until 2019.

This year’s championship, which teed off this morning, is being staged on the Old Course at St Andrews, often referred to as ‘the home of golf’. Doosan say having the first championship held at St Andrews after the five-year extension is especially meaningful, as it was also the championship venue in 2010, when the company signed the first sponsorship agreement.

Doosan decided to renew the partnership agreement based on an analysis of the market, which indicated significant benefits from the original sponsorship. Repucom, an independent brand analysis and research agency, have assessed the monetary value of the exposure achieved by Doosan’s on-site signage, via worldwide television coverage, at around £8.5 million a year.

In an effort to actively promote the Doosan brand and businesses during the agreement period, the company will feature an array of promotional events, including exhibitions and a Doosan-branded bus operating outside the venue. The Doosan exhibits are estimated to have attracted around 23,000 visitors since 2012.