Beyond sponsorship, companies provide technology to sports
Behind Korea’s medal-winning athletes are companies that have been in the sports realm for decades, turning sponsorship into technology, training and long-term support. The approach reflects a major shift in how conglomerates are shaping their support for athletics: Sponsorship is increasingly being used to build a long-term relationship with a sport, rather than simply gaining exposure around…
Companies in Korea have transformed their sponsorship of sports into a more comprehensive approach, incorporating technology, training and long-term support. This shift in strategy underscores a growing trend among conglomerates to develop lasting relationships with sports, rather than merely seeking exposure at major events.
The 2026 Aichi-Nagoya Asian Games highlighted the continued value of this commitment, as Korean fencing athletes secured 10 medals across men’s and women’s sabre, epee and foil, including four golds. SK Telecom, which has supported Korean fencing for 24 years, has evolved its role beyond financial contributions.
Since 2003, SK Telecom has invested 36 billion won ($26.5 million) as the sport's lead sponsor, funding training equipment, overseas competitions, and international events. This year, the telecom company added artificial intelligence (AI) to the partnership. The newly developed Fencing AI Nexus system utilizes computer vision technology to enhance the athletes' performance.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
- Beyond sponsorship, companies provide technology to sports koreatimes.co.kr
