BBQ scores marketing win as sponsored LPGA players take top two spots at major

by Jung Chan-soo

Published : June 30, 2026 - 09:27:55

BBQ-backed Yu, Yoon finish first and second at KPMG Women's PGA Championship

Sponsorship deal signed in 2025 boosts brand visibility in US market

Genesis BBQ Group Chairman Yoon Hong-geun (left) poses for a photo with professional golfer Yu Hae-ran in January. [Genesis BBQ Group]

Two LPGA players sponsored by Genesis BBQ Group claimed first and second place at a major championship, delivering a strong brand marketing boost for the fried chicken franchise.

Yu Hae-ran, sponsored by BBQ, won the KPMG Women's PGA Championship, which carried a purse of $13 million. Yoon I-na finished in sole second place. Both players competed throughout the tournament wearing apparel bearing the BBQ logo. Yoon led the field outright through the first and second rounds, before Yu moved to the top in the third and fourth rounds to clinch the title.

BBQ began sponsoring LPGA players in 2025 as part of a sports marketing push to expand its presence in the US market. Since signing her sponsorship deal with BBQ, Yu has recorded four tour victories. Yoon's runner-up finish also demonstrated her potential as a world-class competitor.

The United States is the most important market in BBQ's global growth strategy. The company currently operates more than 300 stores across 33 US states, and its consumer sales there have grown from 70 billion won ($45.3 million) in 2021 to 340 billion won in 2025.

"The performances of our sponsored players have gone beyond personal achievements to effectively raise awareness of the BBQ brand in global markets," a company official said.

Genesis BBQ Group Chairman Yoon Hong-geun (right) speaks at a sponsorship signing ceremony with professional golfer Yoon I-na in January 2025. [Genesis BBQ Group]

andy@heraldcorp.com