 Soccer fans gather to watch a live TV broadcast of the 2006 World Cup Group G soccer match between Korea and Togo on a giant video screen installed at the Seoul Plaza. / Korea Times |
By Kwon Mee-yoo
Staff Reporter
Seoul Plaza, the Mecca of outdoor gatherings in Korea, is becoming a battleground for marketing among major companies, particularly ahead of the 2010 World Cup slated to take place from June through July in South Africa.
Located in front of City Hall, the plaza has been the largest outdoor cheering venue during the two previous World Cups in 2002 and 2006. In 2002, more than 400,000 people flocked to Seoul Plaza to watch soccer games together and support the Korean team.
Civic organizations however are opposed to allowing the marketing practice.
The civic group Cultural Action recently issued a public statement claiming that “Seoul Plaza is not the property of Seoul City or SK Telecom.”
The group said an MOU signed by Seoul City and SK Telecom includes a clause that both will cooperate in making citizens proud of Seoul City through major events such as the 2010 World Design Capital and 2010 World Cup. “In other words, Seoul City allowed the wireless carrier to host the cheering events in the plaza,” an activist of Cultural Action said.
However, Seoul City officially denied allegations that it “sold” the plaza to a certain company.
The city said it would receive applications from organizations and companies that want to use the plaza for World Cup events.
“Basically, Seoul Plaza is open to all citizens, free of charge, and their voluntary participation is the top priority. Companies and organizations will only support them,” Kim Tae-myoung of the city’s marketing department said. “According to city ordinance, organizations and firms are not allowed to expose their logo during the event. Since there is no advertising effect at all, we expect them to aid citizens in the level of public good.”
During the World Cup, the plaza will be open only for games when the Korean team plays, which will be on June 12, 17 and 23, and further games if Korea advances to the second round. If too many applicants file for the use of the plaza, the city will mediate or divide the plaza while imposing rental fees.
SK Telecom said the MOU only states that they can cooperation in promoting Seoul City through the World Cup games, but they did not receive the right to advertise using Seoul Plaza.
“In 2006, companies that wanted to host the outdoor cheering had to bid for the events, but this year, the city advised them to hold the event together,” an official of SK Telecom said.
The official said the mobile carrier and Hyundai Motor, the official automotive partner of 2010 World Cup, are the two major companies that have set their sights on hosting the events and they are discussing ways to work together.
“We might host the street cheering together or take turns. There are also other conglomerates that want to join in,” he said.
Cultural Action revised its statement upon Seoul City’s request, but required the municipal government to disclose the MOU between the city and SK Telecom.
“There were precedents for companies financially having supported street cheering,” the activist from Cultural Action said.
“During the 2006 World Cup, the SKT consortium pledged to pay 14.7 billion won ($13 million) in return for supporting outdoor events.”
The activist claimed that the city does not understand the essence of their argument.
