Hyundai Motor Group Executive Chair Chung Euisun delivers a speech while celebrating the 60th anniversary of Korea becoming a member country of the World Archery Federation, in Seoul, Friday.

Hyundai Motor Group Executive Chair Chung Euisun has pledged to reinforce support for the globalization of archery by promoting international exchanges to train not just athletes, but trainers and referees on the sport, the company said Friday.

Hyundai has been the longest-running sponsor for Korea's national archery team, and Chung has been the president of the Korean Archery Association (KAC) since 2005.

According to the automaker, now is the time for Hyundai to help make the sport more popular with the public here and abroad.

"We need to make archery more popular from the public and carry out related social roles, so the sports receive more trust and love from people," Chung said Friday during an event to celebrate the 60th anniversary of Korea becoming a member country of the World Archery Federation.

A group of 400 ranking officials representing Korea's archery, including retired and current athletes and archery trainers here and abroad also took part in the event. They also introduced the slogan "Aim Higher, Shoot Together," which represents the future vision for the KAC.

Under Chung's leadership, Korea's archery team has raised its global standing over the past two decades. Hyundai, as a tech-savvy company, has helped develop tech-driven archery training systems and equipment since 2016. The automaker used its artificial intelligence (AI) and three-dimensional printing technologies for Korea's national team to improve performance.

Chung aims to extend the spirit of Hyundai's late honorary chairman Chung Mong-koo, for the development of archery. The former Hyundai leader served as the chairman of the local archery association for four consecutive terms between 1985 and 1997. He built a stepping stone for Korea's archery team to rise to become the world's top-ranked one.

After the incumbent leader started leading the association, Korea's archery has been able to enhance its international footing more, thanks to his tech-driven and more systemic approach to training youth teams.