August 27, 1998 in Social Responsibility News

13th Asian Games Receive Boost From SAMSUNG

BANGKOK, August 27, 1998 - 13th Asian Games preparations received a significant boost today, following the announcement by first official partner, Samsung Electronics Co. Ltd. (Samsung) of an events program aimed at raising the Games' profile throughout the region.

With 100 days left until the Games begin, Samsung kick-started their marketing campaign, announcing a series of events as varied as multi-country running festivals, a prestigious athletes award and cultural performances.

Supporting its US$9 million (Baht 369 million) double-package sponsorship in the audio visual and home appliances categories, Samsung says the events will work to raise awareness and promote local support for athletes in countries throughout the region.

Events will include the 'Lets Run Together' running festival, Samsung's Most Valued Performance (MVP) award, the Asian Encounter Concert series by Korea's Suwon City Orchestra and a lively 'Market Street' venue during the Games.

The Bangkok Asian Games Organizing Committee (BAGOC) commended Samsung at the program launch, for its efforts in supporting athletes and promoting the Games.

Speaking at the launch, Thailand's Deputy Prime Minister and Chairman of BAGOC, Khun Bhichai Rattakul praised Samsung's commitment as a sponsor and said the events will help bring alive the spirit of the13th Asian Games.

"We are fortunate to have the support of 13th Asian Games sponsors such as Samsung, who are completely dedicated to the promotion of sports and sportsmanship," Khun Bhichai said.

"Samsung's program of events will help bring the 13th Asian Games into the lives of many people throughout the region and spread our Games message of 'Friendship Beyond Frontiers'."

Samsung proved that there would be no delay in getting the show on the road, with the launch of the "Let's Run Together" running festival. Held in conjunction with BACOG, the a three-nation fun run will raise money for local athletes in each country.

With netar-simultaneous runs scheduled for Thailand, India and China, President and Chief Executive Officer of Samsung Electronics, Mr Jong-Yong Yun pledged a donation of US$1 (40 baht) for every participant and invited all of Thailand to take part in its November 1 event.

"The 13th Asian Games are for everyone," Mr Yun said, "and to bring alive the spirit of these Games, Samsung is inviting all people to support their athletes and make these Games a huge success. "'Let's Run Together' is only the start of an events program that will keep alive our dedication to sports throughout Asia,' he said.

With full details of all other events to be announced as the program continues, Samsung revealed that the MVP award will be part of the official program of the 13th Asian Games and the Asian Encounter concert series, an official cultural program. Samsung's two "Market Street" pavilions at Thammasart sports complex and Hua Mark sports center will be some of the largest of all partners', measuring 30m by 40m and 10m by 40m respectively.

Samsung has also unveiled a new visual identity for the 13th Asian Games - a composite of yellow, blue and red stars, which have been incorporated into a unique uniform and will be used for all Samsung's giveaways during the events.

Mr Yun, reiterated his company's commitment to ensuring the success of the Asian Games and support for sports throughout the region.

"With events supporting athletes, recognizing true achievers and promoting Asian culture, we know the benefits of our 13th Asian Games events program will be far reaching," Mr Yun said.

"At Samsung, our slogan is to 'Challenge the Limits' in the development of new technology and products. Throughout the 13th Asian Games we will see many sports people challenge their limits and we will all come together to celebrate both the power of sport and the inner power of all Asian people.

"Our role as an official partner allows us to be part of the last great sporting eventf of the 20th century and our program of activities over the next four months will give people in all corners of Asia the chance to be part of this as well".

Samsung Electronics Co. Ltd., is the US$13 billion (1997) flagship company of the Korean-Based Samsung Group - a world leader in electronics.

Operating in three main business units - semiconductors, multimedia and home appliances, and information and telecommunications - Samsung Electronics has offices in more than 60 countries, with more than 85,000 employees worldwide.

Samsung Electronics is the first official partner of the 13th Asian Games, with double package, US$9 million sponsorship in the Home Appliances and Audio/Visual categories.

For more information, contact:

Ju-Ho Kim
Sports PR
Cheil Communications Inc.
Seoul HQ, Korea
Tel. 82-2-3780-3562
Fax. 82-2-3780-3182


Jenny Chung
Overseas PR
Corporate Communications
Samsung Electronics Co., Ltd.
Seoul HQ, Korea
Tel. 82-2-727-7692 / 7823 / 7821
Fax. 82-2-727-7826

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