'Golf Tournament Marketing' BMW, I Love Korea~

Started in 2015, Tournament to Continue Through 2029
Approximately 250,000 Spectators Attracted Over the Past Five Tournaments
Event Courses Rotate Nationwide, Contributing to Local Communities
Motor Show-Level Vehicle Exhibitions Secure New Cust

BMW is a company that fully enjoys the benefits of golf marketing. It hosts a variety of golf tournaments around the world. On the PGA Tour, BMW sponsors the BMW Championship, which is the second event of the FedExCup Playoffs. On the DP World Tour, it organizes the high-profile BMW PGA Championship.

South Korea, one of BMW's key target markets, is no exception. The BMW Ladies Championship is the only LPGA Tour event held in the country. This year, the tournament began on October 16 at Pine Beach Golf Links in Haenam, South Jeolla Province.

Since 2015, BMW Korea has shown a keen interest in domestic golf tournaments, starting with the BMW Championship on the KLPGA Tour. In 2019, the tournament was co-hosted by the LPGA Tour and the KLPGA Tour, and since 2022, it has been held solely as an LPGA Tour event.

BMW Korea’s dedication to South Korea is sincere. The company has agreed to continue hosting the LPGA Tour event through 2029. The BMW Ladies Championship has established itself not just as a sports event, but as a signature golf tournament representing the country.

The BMW Ladies Championship has grown into a signature tournament representing South Korea. Photo by BMW Korea

The tournament has been a hit every year. The event course rotates across various regions. Like the US Open and The Open, which are major tournaments, the BMW Ladies Championship operates a "Heritage Tour" by selecting prestigious courses in different regions nationwide as venues. This creates a model of mutual growth with local communities.

The BMW Ladies Championship started in Busan (Asiad), then moved to Wonju (Oak Valley), Paju (Seowon Valley), and now Haenam. Over the past five tournaments, it has attracted about 250,000 spectators. Naturally, this has contributed to community engagement and economic revitalization in each region.

At the venue of the BMW Ladies Championship, you can encounter a variety of new cars. Photo by BMW Korea

South Korea is a country where BMW enjoys strong popularity. The tournament offers attractions and experiences comparable to an international motor show at the golf course. BMW showcases models making their domestic debut, limited editions, and luxury lineups. This year, the new M5 Touring, scheduled for release, was exhibited for the first time. The i7 xDrive60 BMW Korea 30th Anniversary Special Edition is also being made available to the public. In addition, a special version of the high-performance luxury electric sedan, the i7 M70 xDrive, featuring a unique art wrap created in collaboration with renowned contemporary artist Lee Kun-Yong, is on display. Through the golf tournament, BMW Korea continues to attract new customers every year.

BMW Korea focuses its marketing on families. With a variety of attractions and activities, the tournament offers spectators a differentiated experience. These include family-friendly participatory programs, eco-friendly experience zones, and community-linked donation activities. The tournament venue transforms into a premium golf festival. This year, there is also a "Guess the Hole-in-One Player" event, where a mini high-performance SUV will be awarded to a randomly selected winner among those who answer correctly.

The BMW Ladies Championship offers a variety of experiential programs that families can enjoy together. BMW Korea

The Oktoberfest Zone is a prime example of a space where family visitors can all enjoy themselves. It offers premium food and beverage services as well as a comfortable rest area. Families can enjoy the BMW Ladies Championship while participating in various activities.

BMW Korea also provides opportunities for promising next-generation Korean golfers to compete on the global stage. This year, national team member Oh Sumin (Shinseong High School) participated in the tournament. Through the golf event, BMW is naturally building a positive brand image in South Korea.