Sports marketing is all about promoting an event, it's about linking commercial parties with an event, it's creating communication, creating hype and enthusiasm for the event. Soccer is the most popular spectator sport in Korea, and it's even bigger with the national team achieving the unexpected by making it to the quarterfinals for the first time in Korean soccer history. With World Cup mania reaching fever pitch, marketing competition is at its peak as businesses hope to seize this golden opportunity to boost their corporate image both at home and abroad. The ripple effects of the national squad's outstanding performance are being felt by domestic firms whose sales revenues and brand image all get a significant boost from the historic win.

The World Cup reaches 60 billion viewers in 200 countries who watch the live coverages. During the game advertisements are exposed to everyone around the globe and companies expect about W6 trillion in returns from boosting brand name recognition and commercial value. The home team's victories so far have helped Hyundai gain higher name recognition among domestic consumers as Koreans became more attached to their home brand and feel proud to have a Korean company sponsor the World Cup. But win or lose, the commercial value of an event like the FIFA World Cup is a sure thing. Statistics show the 2002 World Cup has 20% more viewers than the last one held in France back in 1998.

Meanwhile, by sponsoring Team Korea's supporters the Red Devils, Korea's number one mobile carrier SK Telecom has scored it big with the public. Industry number two KTF is also trying to grab a piece of the pie, but it's hoping not only to make a connection with local consumers, but also to show off its grander vision of a unified Korea through telecommunications technology.

(Arirang TV)