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| Hwang Jung-gon, a Korea Professional Golfers' Association member sponsored by Woori Financial Group, poses with a trophy after winning at the Asiad CC Busan Open in Busan, July 3. Courtesy of Woori Financial Group |
By Yi Whan-woo
Woori Financial Group's efforts to improve its brand image are paying off, through sponsorship of players in the men's professional golf tour in Korea, according to Woori officials Friday.
The men's tour has been less popular than the women's in Korea.
Endorsed by the banking group, two male golfers ― Hwang Jung-gon and Lee Jun-seok ― have recently won local tournaments hosted by the Korea Professional Golfers' Association (KPGA) beginning in June.
Woori Financial Group has been their sponsor since April, four months after it completed 23 years of government-led ownership and was fully privatized.
On July 3, Hwang triumphed at the Asiad CC Busan Open in Busan after a three-hole playoff to settle a tie with Kwon O-sang.
The victory marks his seventh career title after joining the KPGA in 2009, as well as his first in five years.
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| Lee Jun-seok, a Korea Professional Golfers' Association member sponsored by Woori Financial Group, poses with a trophy after winning the Hana bank Invitational in Chuncheon, Gangwon Province, June 19. Courtesy of Woori Financial Group |
While Lee finished third at the Asiad CC Busan Open, he came from behind to win the Hana Bank Invitational in Chuncheon, Gangwon Province, June 19. It was his second career win on the KPGA tour.
"Their achievements are helping us to build brand awareness effectively in our first year of sponsorship of KPGA players," the banking group said. "The better they play, the longer they with Woori Financial logos printed on their clothing are shown on TV screens."
The company noted that both Lee and Hwang are considered favorites to win the remaining KPGA tournaments and that its promotional campaign through them will "only get better."
The company in May hosted a KGPA tournament called the Woori Financial Group Championship for the first time in its history.
It promised to expand its support for the development of the KPGA and the male golfers.
"We seek to become a No. 1 financial services company after becoming privatized," Woori Financial Group said, referring to its size as the smallest of the country's four major banking groups, including KB Kookmin, Shinhan and Hana. "And our campaign to better communicate with customers will go on."
The privatization allows Woori Financial Group be flexible in expanding its business, as is seen from its plan to advance into securities, insurance and other non-banking sectors through M&As, in a bid to further diversify its portfolio.
Woori is the country's only banking group without securities or insurance business units.
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