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SAMSUNG SIGNS BECKHAM AS OLYMPIC GAMES AMBASSADOR

on May 20, 2011

World famous footballer signs as global brand ambassador for London 2012

SAMSUNG SIGNS BECKHAM AS OLYMPIC GAMES AMBASSADOR
LONDON, UK, 4th May, 2011 – Samsung Electronics Co. Ltd., a market leader in consumer electronics and the Worldwide Olympic Partner for Wireless Communications Equipment, today announced an exclusive agreement with David Beckham to be its global brand ambassador for the London 2012 Olympic Games. Beckham will begin his ambassador role with immediate effect and will play a key part in raising awareness of Samsung’s sponsorship of London 2012 as a Worldwide Olympic Partner. The collaboration will start with appearances in multi-platform adverts and public relations campaigns, covering various elements of Samsung’s London 2012 marketing programme. At the official signing of the partnership Mr. Gyehyun Kwon, Vice President & Head of Worldwide Sports Marketing, Samsung Electronics, said that Samsung and David Beckham shared a great number of common values ranging from their mutual commitment to youth and their continuing efforts to encourage more people to participate in sports. “Sport has a unique power to reach people and bring them together.” He added. “David has been actively taking part in a number of initiatives to help young people around the world to enjoy a better life, while Samsung’s London 2012 marketing campaign will also place great importance on the value of engaging youth. And to this end, we’re delighted that David will be supporting our goal to extend the Olympic Games spectator experience to fans throughout the world using our leading smart mobile technology.” David Beckham was Samsung’s number one choice to be global ambassador for the sponsorship of London 2012. His success as a sportsman and his ambassadorial role in bringing the Olympic Games to London were among the many reasons for his selection. But, having been born in Leytonstone (itself only a single tube stop from the London 2012 Olympic Park) and having played football in the streets and parks of the area as a boy, it’s clear that David Beckham’s connections with London 2012 are unparalleled. Commenting on the agreement Mr. Beckham said: “I'm very proud to be part of the team that brought the Olympics to my home city, London. It is one of the greatest events in the world. Working with a globally respected brand, like Samsung, our aim will be to help more and more people to enjoy and share the excitement of the London 2012 Olympic Games." As a Worldwide Olympic Partner, Samsung is keen to realise the contribution sponsorship of the wireless category brings to the Olympic Games. High profile and carefully chosen partners, like David Beckham, bring immediate and direct attention to the wealth of experience and technical capability Samsung delivers to the Olympic Games clearly highlighting this in a strong, positive light. Mr. Gyehyun Kwon observed: “David Beckham is a global sports icon who is helping to raise the profile of the London 2012 Olympics and attracting more of us to watch and to actively participate in the Games. We are very excited about the new partnership for our customers and fans of the Olympics and we’re looking forward to working with David across the range of London 2012 marketing initiatives we will be pursuing until the end of 2012.” Insun Song Samsung Electonics. is12.song@samsung.com + 82 31 277 8041 Kerry Hopkins A&R Edelman khopkins@arpartners.com + 44 (0) 203 047 2196
NOTES TO EDITORS About Samsung Electronics Co., Ltd. Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2010 consolidated sales of US$135,8 billion. Employing approximately 190.500 people in 206 offices across 68 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, semiconductor chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com. About David Beckham David Beckham is one of Britain's most iconic athletes and decorated football players of all time.  He is the most capped outfield player in the history of the English game. Beckham's career began when he signed a professional contract with Manchester United, making his first-team debut in 1992 aged 17. During his time there, United won the Premier League title six times, the FA Cup twice and the UEFA Champions League and the World Club Championship in 1999. Beckham was runner up in the FIFA ‘World Player of the Year’ Awards in 1999 and 2003.  In 2003, he left Manchester United to sign for Real Madrid, where he played for four seasons. While at Madrid, Beckham became the first British footballer to play 100 Champions League matches and, in his final season, Real clinched the 2006-07 La Liga championship title.  In 2007, Beckham moved to LA Galaxy in a world record breaking five year deal before being loaned under a unique time-share agreement to AC Milan in January 2009 and then again in January 2010. Married to Victoria and father to three boys, Beckham’s fame extends far beyond the pitch.   Noted as a keen advocate of charitable work, he has supported UNICEF since his days at Manchester United

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