Sovico announces soccer sponsorship
Published: ASIA
KOREA: Seoul-based Harman distributor Sovico has begun sponsoring South Korea’s national soccer team, with the company’s logo emblazoned across an advertising board during all national games. The sponsorship follows a similar deal that ran between 2002 and 2004.
Sovico is one of the largest A/V suppliers in the South Korean market, representing the full sweep of Harman brands. Having worked on the 2002 World Cup, which was co-hosted by South Korea, the company formed a relationship with the Korea Football Association that led it to hatch the idea of marketing itself in the mainstream. The latest sponsorship commenced on June 1st.
‘It’s very competitive in the Korean market and we wanted to undertake a unique marketing activity,’ explained DJ Kwon. ‘To have a better position in the market we had to do something special. It makes people think ‘who are Sovico?’, because we are only involved in the A/V business. But it works – people remember the name of the company and that’s good marketing.’