LG 2009 Annual Report Download - page 40

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Sports &
Sponsorships
Reaching our consumers
by sponsoring sporting
activities and
sharing passion
FORMULA ONETM PARTNERSHIP
In January 2009, LG Electronics (LG) became a global and technology partner
of Formula One™ in a multi-year deal with the most popular motor racing
series in the world.
Formula One™ represents the acme of technological innovation and
style—also a key component of the LG brand. LG strives to develop stylish
technologies that arouse people’s emotions, and Formula One™, with millions
of fans around the world watching its races every year, does the very same
thing. Since LG and Formula One™ are both true global brands, Formula One ™ is
the perfect platform for communicating our brand to a global audience.
LG SNOWBOARD FIS WORLD CUP
LG has been the title sponsor of the International Ski Federation’s (FIS)
Snowboard World Cup since the 2008-2009 season. One of the biggest
winter sports competitions in the world, the LG Snowboard FIS World Cup
takes place in 20 cities in 15 countries between September and March.
Broadcasters in more than 80 countries cover the competitions, and the LG
logo appears on competition titles, athletes’ uniforms, outdoor banners, and
special product experience booths.
ICC CRICKET
In 2002, LG signed an agreement with the International Cricket Council (ICC)
to become the official sponsor of the world cricket championships, enabling
it to profit from the global passion for the game. The Cricket World Cup,
held every four years, is the most authoritative cricket championship in the
world. LG also sponsors various other championships organized by the ICC,
increasing its brand recognition around the world.
NCAA PARTNERSHIP
Beginning in 2009 through a multi-year partnership, LG has enjoyed exclusive
category marketing and promotional rights for all 88 National Collegiate
Athletic Association (NCAA) championship events across 23 different sports,
including the NCAA Division I Men’s Basketball Championships and the NCAA
Football Championships.
In partnership with the NCAA and CBS Sports, all of LG’s consumer products
divisions will leverage this relationship through integrated marketing
programs, promotional activities, retailer tie-ins, and print, broadcast, and
online advertising.
LG sponsors sporting activities that people everywhere love and enjoy,
encouraging them to share their passion and inspiring a feeling of unity
among them. LG’s sports sponsorships allow the company to contribute to
society as a responsible corporate citizen.
·LG Banners in Formula OneTM ·Signing Event on the Giant Cricket Bat
·LG Snowboard FIS World Cup: Big Air in Seoul ·LG Guests in LG-Formula OneTM Session
·Trackside Exhibition in Formula OneTM Race
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