월드컵 스폰서십과 매복마케팅: KTF의 2002 월드컵과 2006 월드컵 기업PR 사례연구 = World Cup Sponsorship and Ambush Marketing: A Case Study on Corporate PR in KTF

다국어 초록 (Multilingual Abstract)

This study compares KTF (Korea Telecom Freetell) official sponsorship of the Korea-Japan World Cup in 2002 with its ambush marketing of the 2006 FIFA World Cup in Germany. We have researched KTF`s sports marketing campaigns and compared the two periods of World Cup sponsorships in 2002 and 2006. This case study provides the rare opportunity since the one Korean mobile company sponsored the World Cup sequentially in a different way. We have examined the corporate public relations, specifically by focusing on the company`s different preparation, process and the end results in 2002 and 2006. In-depth interviews were conducted to obtain strategic inside information from the company. Also, any news articles related to KTF and the World Cup events from Korean newspapers were qualitatively content-analyzed. We found that KTF campaigned effectively by using a monopolistic position as an official sponsor of the World Cup in 2002. Nevertheless, there was an in-house criticism that KTF`s official sponsorship was not effective compared with its rival company, SK Telecom`s ambush marketing in the same period. Yet, KTF`s ambush marketing in 2006 had great success since it was based on the long-term planning of KTF`s corporate communication. KTF took over SKT`s ambush marketing position in 2006 by winning over the popularity of the Red Devils, red-clad cheerers of the Korean national soccer team. Based on these findings, we discuss official sponsorship with ambush marketing, elaborate a model of corporate sports marketing campaigns, and emphasize long-term planning and ethical performance.