LG 2010 Annual Report Download - page 33

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FORMULA 1TM
In January 2009, LG signed a multi-year deal with
Formula 1™ to be the racing series’ global tech-
nology partner. Formula 1™ represents the pin-
nacle of technological innovation and style—also
key components of the LG brand. LG strives to
develop stylish technologies that arouse people’s
emotions, and Formula 1™, with millions of fans
around the world watching its races every year,
does the very same thing.
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
each year. Broadcasters in more than 80 coun-
tries cover the competitions, and the LG logo
appears on competition titles, athlete uniforms,
start/finish lines and the podiums.
LG is the type of company that enjoys a good thrill, just like our
consumers do. We find a lot of synergy between the excitement of
world-class sport and the vitality of LG’s brand. Sports sponsorship
lets us promote active, healthy lifestyles, and make our consumers
reach at their moment of greatest passion.
ICC CRICKET
In 2002, LG signed an agreement with the Inter-
national Cricket Council (ICC) to become the offi-
cial 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 world’s premier cricket champion-
ship. LG also sponsors various other champion-
ships organized by the ICC to increase its global
brand recognition.
NCAA
Beginning in 2009 through a multi-year partner-
ship, LG has enjoyed exclusive category market-
ing and promotional rights for all 88 National
Collegiate Athletic Association (NCAA) champion-
ship events across 23 different sports, including
the NCAA Division I Men’s Basketball Champion-
ships 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.
COPA AMERICA
Copa America is one of the world’s oldest na-
tional soccer tournaments, and a premier Latin
American sporting event. In 2007, Copa America
had a total audience of 4 billion people in 187
countries. LG Electronics has joined the tourna-
ment for the third time in 2011, supporting Copa
America 2011 as a Global Platinum Partner. As
an active marketer through various sports-relat-
ed communications channels, LG is connecting to
the passion and excitement of fans and consum-
ers throughout the world.
* The F1 FORMULA 1 logo, F1, FORMULA 1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trademarks of
Formula One Licensing BV, a Formula One group company. All rights reserved.
Copa America
Argentina 2011
ICC Cricket World Cup
2011 in India
2011 FORMULA 1 PETRONAS
MALAYSIA GRAND PRIX