October 30, 2003 in Social Responsibility News

SAMSUNG and the Olympic Games

Introduction
Samsung Electronics has consistently sponsored and supported a broad range of sporting events for almost 20 years, including many world-class competitions such as the Olympic Games and the Asian Games. Sport's ability to unify people regardless of their age, race, or gender strongly echoes Samsung's corporate philosophy, which seeks to improve human society through the application of digital technology. Samsung's belief in the importance of sport forms the cornerstone of the company's marketing and communication strategy. Sport not only plays an important part in elevating Samsung's brand recognition in major international markets, but also demonstrates the company's commitment to responsible corporate citizenship and global friendship.
Without doubt the largest and most significant sporting event in the world today is the Olympic Games, where the true spirit of sport, competition and honor is upheld by the Olympic Charter and the International Olympic Committee. Samsung will be once again heavily involved with the A THENS 2004 Olympic Games in its capacity as a worldwide sponsor and official wireless communications equipment partner. Samsung will also be Presenting Partner at the A THENS 2004 Olympic Games Torch Relay , taking place around the world in June/July 2004.
Samsung and the Olympic Games
Samsung's involvement with the Olympic Movement began in 1988, when it became a national sponsor for the Seoul Olympic Games. Samsung then became a worldwide sponsor as the wireless telecommunications equipment sponsor for Nagano 1998 Olympic Winter Games and Sydney 2000 Olympic Games. The company has recently confirmed its commitment as worldwide sponsor of the Torino 2006 Olympic Winter Games and the Beijing 2008 Olympic Games in the wireless communications equipment category.
A measure of the value to the sponsor can be gauged from the results of Samsung's sponsorship of the Sydney Olympic Games in 2000, which raised awareness of the brand by 5% to 16.2 %. In just the first year after the Sydney 2000 Olympic Games, s ales of the telecommunications products have increased by 44% from 3.9 billion dollars in 1998 to 5.2 billion dollars in 1999. (The sales of the telecommunications products in the first half of 2003 are 5.2 billion dollars.) This activity also influenced Samsung's status as the fastest growing brand in the world for two years in a row, according to a report by branding expert Interbrand in July 2003. In only three years, Samsung's brand value has more than doubled from $5.2 billion in 2001 to its current $10.8 billion. A t least some of these are direct result s of Samsung's continued activities in Olympic marketing.









Timeline of Samsung's involvement in the Olympic Games:





1998

National sponsor of the Seoul 1998 Olympic Games





1997

Olympic TOP IV sponsorship signed for the Nagano 1998 Olympic Winter Games and the
Sydney 2000 Olympic Games.






1998

Worldwide sponsor of the Nagano 1998 Olympic Winter Games in the wireless
telecommunications equipment category






2000

Worldwide sponsor of the Sydney 2000 Olympic Games in the wireless telecommunications
equipment category






2000

Olympic TOP V sponsorship signed for the Salt Lake 2002 Olympic Winter Games and the
ATHENS 2004 Olympic Games






2002

Worldwide sponsor of the Salt Lake 2002 Olympic Winter Games in the wireless telecommunications equipment category





2002

Olympic TOP VI sponsorship signed for the Torino 2006 Olympic Winter Games and the Beijing
2008 Olympic Games.






2004

Worldwide sponsor of the ATHENS 2004 Olympic Games in the wireless telecommunications equipment category





2004

Presenting Partner of the ATHENS 2004 Olympic Torch Relay


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