February 12, 1998 in Social Responsibility News

SAMSUNG Electronics and USOC Sign Olympic Partnership Agreement

NAGANO, Japan - February 9, 1998 - Samsung Electronics Co., Ltd. signed a worldwide Olympic Partnership agreement in the Wireless Communications Equipment category with the United States Olympic Committee (USOC) today. With this agreement, Samsung Electronics now has the right to utilize the Olympic logo in US-targeted sports marketing activities that are hoped to improve the Korean company*s brand image.

The USOC contract was signed by Hee Joon Park, President of the Information & Telecommunications Business of Samsung Electronics,
and John Krimsky, Jr., Deputy Secretary General and Managing Director of Business Affairs of the USOC. Under the terms of the contract, Samsung will provide the USOC with communications devices, including two-way radios, cellular phones and pagers. In return, Samsung will be granted the rights to use the Olympic emblem in the US and priority in buying advertising airtime during live broadcasts of the Olympic Games in the US.

Samsung will keep these and other rights during the IOC's TOP IV Program, which includes the 1998 Nagano Winter Games and the 2000 Sydney Summer Games. During the program the company will launch promotional campaigns in US newspapers, magazines and broadcast media, including the three major TV networks. These campaigns are expected to project Olympic prestige with the Samsung Electronics brand -- raising its value and increasing Samsung*s company and product credibility worldwide.

In particular, Samsung hopes to become a notable contender in the $40 billion American communications market through its Olympic sports marketing activities. Last year, the company began exporting its CDMA-PCS (code division multiple access-personal communications service) handsets and CDPD (cellular digital packet data) handsets to Sprint Spectrum and AT&T, respectively.

.TOP (The Olympic Partners) Program

TOP refers to a worldwide corporate sponsor of the Olympic Games. There is one TOP sponsor for a stpecific category. The qualifications to be a TOP sponsor are very stringent and only corporations that have been recognized as being one of the world*s best in terms of quality are eligible. The TOP sponsor not only provides financial support, but also expertise in the field and advanced products and technology, which is required to operate a high-tech Olympic Games.

The program is now in its fourth cycle and has established itself as the foremost international marketing program in the world.

Samsung Electronics Co., Ltd., a US $19 billion flagship company of Korean-based the Samsung Group, is a world leader in electronics, with operations in more than 60 countries. The Korea electronics company was officially announced as The Olympic Partner in the Wireless Communications Equipment category at a signing ceremony with the International Olympic Committee (IOC) last May.

Jean Youn(Assistant Manager)
Corporate Communications/Overseas Team
Samsung Electronics Co., Ltd.
Email: sjyha@samsung.co.kr

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