Input 2021.04.07 11:23
After last year’s sponsorship, performance was poor, but the first major championship
The two-year contract ends this year… Hana Financial “Contract extension review”
Patty Tabatanakit (21, Thailand), who was only 103 in the world rankings, spewed out the excitement of standing at the top of the LPGA Tour Major Tournament. Hana Financial Group (086790)Also, it was exciting. Hana Financial Group, which initially decided to sponsor Tabatanakit to strengthen marketing in Asia and the New Southern region, launched a’jackpot’ that made its name known to the world with unexpected results.
On the 5th, Tabatanakit won the championship cup with an amazing score of 18 under par 270 shots in ANA Inspiration, the first major tournament of the LPGA tour season. The 18-under par is just one stroke away from the record for the lowest-ever hitting the tournament set by Dotty Pepper in 1999 (19 under par), and it has been 37 years since Julie Inster in 1984. Tabatanakit even set a record of winning’Wire to Wire’, which did not lose the lead for four days.
Hana Financial Group’s love of golf is unique. In 2006, he started sponsoring the women’s golf tournament, and in 2008 formed a golf team to support players. Since 2009, the Hana Bank Championship has been established and the competition has been steadily held. Hana Financial Chairman Kim Jeong-tae has been directly the chairman of the Korea Women’s Professional Golf Association (KLPGA) from this year.
Hana Financial has been looking for prospects in Thailand since 2019 to strengthen marketing in Asia and the New Southern region. At that time, the’Rising Morning Star’ Tabatanakit was spotted on the Hana Financial Radar. Tabatanakit was selected as’Player of the Year’ by the American Junior Golf Association (AJGA) in 2016, and tied for fifth place at the 2018 US Women’s Open, which competed as an amateur. After turning pro in May 2019, the record was solid enough to win three wins on the Symmetra Tour, the second part of the LPGA tour.
Contrary to the expectations of Hana Financial Group, Tabatanakit did not perform well from the first year of sponsorship. Tabatanakit participated in 14 competitions last year, but only half passed the cut, and among them, it entered the’Top 10′ only once. As a result, the world ranking also remained at 103th place until just before this tournament, showing somewhat disappointing results as a prospect.
This year, he tied for 5th at the Gainbridge LPGA and 14th at the LPGA Drive-on Championship, but showed ups and downs, dropping out of the KIA Classic. If the player does not perform well, the burden of the sponsor who pays the cost will inevitably increase.
An official from Hana Financial said, “As Tabatanakit won the championship with its very outstanding skills, we have clearly seen the effect of indirect brand exposure.” It would have made a big impression as well.”
The contract period between Hana Financial and Tabatanakit is two years, and is about to end at the end of this year. However, Hana Financial Group is already considering extending the contract.
Hana Financial Group said, “Golf can succeed only if it possesses not only skills, but also language and showmanship, etc., and Tabatanakit is a global star that has already been prepared in that respect.”