By Cho Jin-seo
Staff Reporter
LG Electronics said it will be a title sponsor of the International Ski Federation's Snowboard World Cup for the 2008-2009 season.
The sponsorship for the snowboarding's World Cup shows LG's taste for young, energetic and challenging events and teams. LG's sports marketing strategy differs from that of Samsung Electronics, its main rival, which prefers classic, high-profile events or established teams.
``LG is sponsoring the Snowboard World Cup because it fits well with our image as a company that takes on new challenges to create electronics that are stylish, innovative and in tune with our customers' needs,'' said Han Sung-hun Han, head of LG's Global Brand Marketing team. ``Our participation in this sporting event will help us meet even more people who will enjoy our mobile phones, televisions and other high-tech products.''
The Snowboard World Cup will take place across 22 cities in 16 countries between September and next March. LG expects that broadcasters from more than 80 countries will cover the event and its logo will appear on athletes' uniforms, outdoor billboards and special product experience booths.
The snowboarding's governing body welcomed LG's association with the stylish sport. ``We warmly welcome LG onboard as the new title sponsor of the FIS Snowboard World Cup. As a dynamic, trend-setting global series, the FIS Snowboard World Cup is happy to have found a similarly-minded, creative partner in LG,'' said Gian Franco Kasper, President of the federation.
LG has supported various sports events that fit its image as an energetic challenger in the electronics market. The firm is the fifth largest mobile phone seller in the world, and is increasing its market share with fancy, savvy models.
Samsung, on the other hand, has tried to maintain its identity as a top-tier brand. It is the only Korean official partner of the Olympic Games.
The firm has most famously sponsored Chelsea Football Club, which is reported to be worth around 100 billion won (50 million pounds), for the last five years. Chelsea is one of most respected teams in the English football league, placed 2nd. LG is sponsoring Fulham, placed 19th among 20 clubs this season.
It also sponsors Samsung Super League, the world's most prestigious series for team equestrian sport, every year. Lee Jae-yong, the senior vice president who is son of chairman Lee Kun-hee, was himself a serious equestrian player before sustaining a back injury which prevented him from performing mandatory military service.
indizio@koreatimes.co.kr