On July 18, Doosan announced its continued role as an official patron of The Open Championship (The Open) for 2017, held this year at Royal Birkdale Golf Club in Southport, England, from July 20 to 23.

Since 2010, Doosan has sponsored The Open, the oldest tournament in the world and one of the four major championships in men’s professional golf, which has proved to be highly effective in building the company’s global brand awareness.

Kantar Media, an independent brand analysis and research agency, assessed the monetary value of the brand exposure via worldwide television coverage at more than £7.14 million (or $9.26 million) during the tournament last year. It was broadcast by 103 broadcasters to 600 million households worldwide, and the Doosan logo gained 149,714 seconds of brand exposure.

Brand building through the internet and social media turned out to be especially effective last year. The Doosan logo placed on The Open’s official site attracted about 30 million views. The “Doosan Shot of the Day” videos, featuring the most memorable shot of each day, were viewed by more than 70,000 people on the tournament’s official site, and about 520,000 people via its official Twitter and Facebook pages.

To help nurture young talented golfers, Doosan has invited eight golf prodigies from Korea, the U.K. and Vietnam to The Open, and will host a friendly match on the same course on the 24th, the day following the tournament.