BTS have maintained numerous global endorsement deals in various industries throughout their career. Partnered with Puma since 2015, BTS initially promoted their sportswear as Puma Korea's brand ambassadors before expanding to become global ambassadors in 2018 and promoting the remix of Puma's "Turin" and "Sportstyle" line worldwide. In 2019, BTS became the first male pop group ever to collaborate with Dior, as the group sported Kim Jones' Pre-Fall 2019 collection at their concert at Stade de France. Business of Fashion called it "the K-Pop industry's most high profile sponsorship ever". In September 2019, Fila announced that BTS have signed an exclusive contract with them to be their new models worldwide.
BTS served as global brand ambassadors for LG Electronics to promote their LG G7 ThinQ telephone, and for Hyundai Motors as part of the company's promotions at the 2018 LA Auto Show for its 2019 flagship SUV the "Palisade". Due to BTS' endorsement, Hyundai received almost double their anticipated domestic order volume for the car. In the tourism sector, BTS have worked as brand models for Lotte Duty Free Shop since 2017 and as honorary tourism ambassadors for Seoul as part of the 'I Seoul U' program. Promotional advertisements produced by the Seoul Metropolitan Government, featuring the group, aired in over 100 countries. BTS also partnered with popular Korean communication app Line, to create new Line 'characters' called BT21. The collaboration initially produced emojis and electronic stickers, but later expanded to include fashion apparel, footwear, accessories, and other merchandise. Line flagship stores opened throughout Seoul before spreading across the global market into Japan, Taiwan, Hong Kong and the United States.
In the entertainment sector, BTS published the webtoons Hip Hop Monster and We On through the Nate Webtoon portal, and the webtoon Save Me in collaboration with LICO and Line Webtoon. In the toy industry, Mattel created dolls modeled off BTS' outfits from the music video "Idol". Medicom Toy created the "BE@RBRICK", a block-like toy featuring the BTS logo and accents modeled after BTS' stage clothes, and Funko released BTS versions of Funko Pops. In the gaming industry, Nexon released character avatars based on BTS for their RPG game Elsword, and BTS worked with DalcomSoft to release the rhythm game Superstar BTS in January 2018, as well as with Netmarble Games for the story-based, mobile simulation game BTS World released in June 2019. In November 2019, BTS announced they are teaming with Casetify to globally launch a new tech accessory collection, which contains accessories compatible with iPhone, Samsung devices, AirPods, Apple Watch, MacBooks, iPads and more.
In Asia, BTS have worked as brand spokespersons for KB Kookmin Bank, one of the four largest banks in South Korea. Their collaboration generated the opening of over 180,000 accounts, and BTS extended their contract with KB Kookmin Bank through 2019. Coca-Cola Korea signed BTS on as their new campaign models for promotions during the 2018 World Cup in Russia. In the beauty and apparel industry, BTS have maintained a relationship with uniform brand SMART since 2016, having renewed their contract with them through 2019. BTS have also promoted the face mask brand Mediheal, the cosmetics brand VT Cosmetics, and the contact lens brand Play/Up. In October 2019, Kyungnam Pharmaceutical announced that BTS are going to be the new brand ambassadors for Lemona, a vitamin supplement company. The company announced they are planning to expand to the global market with BTS and release new vitamin drinks.
In October 2019, ceramics company Kwangjuyo stated that they will collaborate with BTS in releasing plates, mugs, and other pieces. The colors of the ceramics were inspired by Map of the Soul: Persona, and the Plum Blossom pattern is used to represent the message of hope and positivity that BTS brings. Also in October 2019, Tokopedia, an Indonesian e-commerce company, announced that BTS will be their new brand ambassadors. In December 2019, BTS were announced as the new global ambassadors of ABB FIA Formula E Championship, the electric street racing series, Formula E. Through the partnership, the South Korean septet and Formula E will team up to promote how electric vehicles can help combat climate change.
In January 2020, Hyundai Motors announced that they would be partnering with BTS to launch a new hydrogen campaign to promote their hydrogen fuel cell electric SUV, "Nexo". Additionally, BTS were announced as the "Hyundai Motors Global Brand Ambassadors". In February 2020, Samsung Electronics announced a partnership with BTS for marketing their new smartphones.