Hyundai sponsorship for Korean archery wins gold in Paris

South Korea’s female archers and Hyundai Motor Group Chairman Euisun Chung(right). [Courtesy of Korea Archery Association]

South Korea’s female archers claimed the country’s 10th consecutive Olympic gold medal in the women’s archery team event at the Paris 2024 Olympics on Sunday (local time). Alongside those celebrating the remarkable feat was Hyundai Motor Group, which played a part in the team’s success by providing unwavering support since 1985.

Observers noted that Hyundai Motor Group Chairman Euisun Chung, played a significant role in keeping the country at the top of the world rankings thanks to the company’s consistent sponsorship and investment in Korean archery.

“I have nothing but gratitude for the players and everyone at the Korea Archery Association,” Chung said after the archery team won the gold medal on Sunday. “I hope they continue to do well without getting too excited or losing their composure to ensure their hard work is not in vain.”

Chung, who also serves as the president of the association, personally presented commemorative gifts to the gold medal-winning athletes. He was spotted in the stands watching the game alongside Samsung C&T Corp president Lee Seo-hyun and International Olympic Committee (IOC) member Kim Jae-youl.

The Korean archery team’s continuous dominance on the global stage is not only attributable to the efforts of the athletes and coaching staff but Hyundai Motor Group’s comprehensive support as well.

The conglomerate developed a ‘personal training shooting robot’ to aid the national team‘s training for the Paris Olympics and secured a dedicated training facility for the archery team in Paris. It even reportedly discussed its support plans for the Paris Olympics with the Korea Archery Association immediately after the Tokyo Olympics in 2021, with these plans including technical support for training equipment and special training sessions such as practicing alongside noise at the soccer stadium level, as well as arranging meals, rest, and dedicated training spaces in Paris. Hyundai Motor Group used its automotive R&D capabilities to develop archery training equipment and techniques, enhancing the archery skills of the athletes that were already world-class.

The group is also known for its meticulous support tailored to the characteristics of each host country. It addressed security concerns during the 2016 Rio de Janeiro Olympics in Brazil by deploying private security guards and bulletproof vehicles for the athletes alongside trailers near the competition venues to minimize travel and ensure athletes could rest anytime, while dispatching a large cheering squad of around 9,000 people for the 2008 Beijing Olympics.