The long game: How a Korean company found a home in American sports

After another successful year as the title sponsor of THE CJ CUP Byron Nelson, CJ group’s long-term sports marketing philosophy has found another moment to truly shine — and prove its lasting value goes well beyond having made Korean-style crunch chicken an official golf tradition in Dallas.

Keeping pace in an era of powerful sports alliances, the Seoul-based company’s involvement in the golf world has evolved from a way to launch top Korean players onto the global stage through the PGA TOUR into a broader strategy for supporting the future of the game both in Korea and the United States and connecting with fans and consumers.

Read the full article at usatoday.com