Hite Jinro Soju, New York Red Bulls sign sponsorship deal

South Korea’s Hite Jinro Soju brand has been named an official sponsor of the New York Red Bulls. The leading soju maker signed a sponsorship deal with the American professional soccer team based in NY.

Although it was only reported on Wednesday this week, Hite Jinro Co. Ltd. and the New York Red Bulls team inked the agreement on March 31. With the deal in place, the soju brand will put up its official booth in the team’s home stadium, which is the New York Red Bulls Arena. The Jinro Sideline Bar will be stationed inside the stadium, just right behind section 127.

Korea Joongang Daily reported that the booth would be putting on display various Hite Jinro soju cocktails for the thousands of Red Bull fans to see when they visit the arena. Moreover, the New York Red Bulls has formally designated the brewing and distiller company as the Official Soju Partner of the club.

The ads featuring the products of Hite Jinro will also be played on the huge LED screens in the arena. There will also be a QR code in the advertisements so people can easily see information about the product and get details about the closest place to buy it.

"We are thrilled to offer our fans the opportunity to experience the Jinro Sideline Bar while watching the Red Bulls in action at Red Bull Arena,” New York Bulls’ chief marketing and revenue officer, Joe Stetson, said in a press release. "Our club is honored to be their first MLS partner and we look forward to further activating the Jinro beverage within the market.”

Kevin Kang, the president of Hite Jinro America, also commented, “We are very excited about the partnership with the New York Red Bulls and we believe this partnership could help Jinro have a larger footprint in New York. In the past, soju was only consumed and loved by Koreans and now Jinro is taking the lead in breaking those barriers and introducing Jinro Soju to the everyday US consumers.”