The CJ Cup Byron Nelson, previously known as the AT&T Byron Nelson, has found a new title sponsor in CJ, a South Korea-based holding group with interests in food, retail, logistics, media, and biotechnology. This sponsorship brings a fresh flavor to the tournament, which is now known as the CJ Cup Byron Nelson. The tournament has a long-term deal in Dallas, home to a large Korean-American community, allowing for a deeper connection with the local community.
CJ has a history of connecting sports with consumers and has been involved in professional golf through ambassadors like Ben An, Sungjae Im, Si Woo Kim, and K.H. Lee. The company values the relationship between sport and consumers and has previously partnered with the NBA’s Los Angeles Lakers. CJ’s takeover of the Byron Nelson tournament coincides with a re-branding of Bibigo, an important part of the company’s global portfolio and a growing market in the food industry.
During the tournament, fans had the opportunity to sample Bibigo’s Mandu Dumplings and other Korean-inspired dishes at the concession stands. Local chefs also participated in a Korean versus Texas Barbecue cook-off, showcasing the growing popularity of Korean food in the United States. K.H. Lee, a two-time PGA Tour winner, expressed his love for Korean barbecue and is passionate about introducing his fellow Tour pros to Korean cuisine.
Lee believes that Korean culture, including popular shows like “Squid Game” and movies like “Parasite,” has influenced U.S. pop culture and expects the popularity of Korean food to continue to rise. He is confident that Korean ice cream could be the next breakthrough star in the food industry. The CJ Cup Byron Nelson is not just about golf but also about celebrating food and culture, with Mandu Monday potentially becoming a popular tradition at the tournament.
Overall, the partnership between CJ and the PGA Tour brings a new energy to the Byron Nelson tournament, providing fans with a unique experience that combines golf with Korean cuisine. With a focus on community engagement and showcasing Bibigo’s diverse flavors, the CJ Cup Byron Nelson is poised to become a staple event in Dallas for years to come.
