| For the French national team, LG
Electronics has the exclusive rights to fence advertisements
at home games and players’ uniform logos for 4 years
from 2000 to 2003. The Australian national team, on the
other hand, wears uniforms with LG brand printed on them.
In addition to these two national teams, LG Electronics
has also signed sponsorship agreements with leading pro
football teams from the U.K., Brazil, Colombia, and Romania
– successfully maximizing the intangible benefits
to sales. Last March, it also
signed a sponsorship agreement with the Korea Football
Association (KFA) to become the exclusive sponsor in
the area of electronics companies. Under the agreement,
LG will be extending support to activities of all Korean
national football teams under KFA ranging from World
Cup team, Olympics team and Youth team, to the Women’s
team until February 2003 for 2 years. LG Electronics
has also been successfully using the sponsorship for
its own marketing and promotional campaigns.
During the Confederation Cup period, LG
Electronics provided 48 Mobile hand phones free of charge
to French national team members and its officials. The
phones were autographed by French national team players
and will be used in PR.
Moreover, LG Electronics is hosting
LG Cup Football Tournament in 4 continents: Asia, Africa,
South America, and Europe, with increasing popularity
every year. LG Electronics, in other words, is already
reaping plentiful benefits from its own unique “Football
Marketing” around the world while also enhancing
Korea’s image and brand power of Korean products.
(Period of sponsor: 2002) |
