Construction companies are actively utilizing sports as a promotional channel recently. They expose the names of construction companies on players' uniforms or stadium scoreboards, and some construction companies even operate their own teams. The construction companies explained that sports marketing has received positive responses among customers, indicating its effectiveness.
According to the construction industry and others on the 19th, Daebang Construction announced that it will participate as a former sponsor in the '2025 Korea-Thailand Women's Volleyball All-Star Super Match in Hwaseong.' Daebang Construction participated as the main sponsor in the 'Korea-Italy Men's Volleyball Global Super Match' held last year. This time, Daebang Construction will participate as a sponsor in the capacity of a former tournament sponsor. It will also be active as one of the main sponsors in this tournament.
Various marketing activities are scheduled, including logo exposure on the back of uniforms, A-board advertisements in the stadium, video ads on scoreboards, floor advertisements, and operating promotional booths. In particular, an event where fans can create cheering placards will be held at the promotional booth. The plan is to communicate directly with the audience regarding the 'Buksuwon Imok District Dieter The Richet II,' which is scheduled for sale at the end of this month, by providing information and holding a gifticon lottery event.
Hyundai E&C invited Hi-Lite residents and contractors to a group viewing and event at the 'Dodram 2024-2025 V-League Professional Volleyball' match held at Suwon Indoor Gymnasium on the 9th of last month. Dubbed 'Hills Day,' the event selected 100 customers from Hi-Lite residents through a lottery event for the Hi-Lite exclusive app 'My HILLS' and the YouTube channel 'Hills Casting,' providing a dedicated viewing zone for invited customers to cheer together. According to a Hyundai E&C official, the competition for the Hills Day selection was about 10 to 1. Selected customers also participated in on-site events, including a welcome message on the scoreboard, giving away signed balls from the athletes, and appearing on YouTube.
Doosan Construction established the women's golf team 'We've' in March 2023, subsequently increasing the size of the team and serving as the main sponsor for golf tournaments. From June to December last year, Doosan Construction conducted voice advertising at Gangnam Station and Pangyo Station with popular professional golfer Yoo Hyun-joo, who is part of the We've golf team, to promote the achievements of the Shin Bundang Line construction by the Doosan Construction consortium and to highlight that Doosan Construction's subsidiary Neotrans operates the Shin Bundang Line.
Mid-sized construction companies have also ventured into sports marketing. Dongmun Construction signed a three-year advertising promotion contract with the Doosan Bears, a Korean professional baseball team. During the contract period, the Dongmun Construction name will be attached to the right sleeve of the team's uniforms. Additionally, some home games of the Doosan Bears will be designated as 'Dongmun Construction Brand Day,' with promotional events planned.
Construction company officials explained that using sports is a cost-effective marketing channel that can alleviate the rigid image of the construction industry and allow for natural brand exposure. An official from a large construction company noted, 'By using sports to provide events for residents and customers, the interest level is much higher compared to events the construction companies organize themselves, resulting in significant marketing effectiveness. There's also the effect of the company's name being constantly exposed during sports broadcasts, which can help build a more friendly image when approaching customers.'
Another construction company official remarked, 'There is also the possibility of securing food resources in terms of various infrastructure construction, including team facility construction,' noting that recently, marketing utilizing golf is on the rise because it incurs less operating costs compared to large professional sports like soccer and baseball, while the primary customer base for the apartment market shows a keen interest in golf, significantly enhancing the promotional effect.