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October 30, 2003 in Social Responsibility News

SAMSUNG steps up Olympic Games marketing campaign

ATHENS, GREECE (October 30, 2003). In 288 days the world will be able to join in the spirit of the Games of the XXVIII Olympiad as the first Olympic Games of the third millennium returns to Athens, the birthplace of the modern day Olympic Games. Today SAMSUNG Electronics announced its first truly global sports marketing campaign to support its sponsorship as the official Worldwide Wireless Communications Equipment Partner of the ATHENS 2004 Olympic Games.

SAMSUNG unveiled a series of marketing initiatives designed to drive awareness of its involvement with the Olympic Movement and allow sports fans around the world the opportunity to share the Olympic spirit and excitement in the lead up to and during the Games, while reinforcing the company’s reputation and commitment to responsible corporate citizenship and global friendship.

SAMSUNG will enable organizers and staff of the ATHENS 2004 Olympics Games to organize and run the most complex sporting event ? and the ATHENS 2004 Olympic Torch Relay - in the world by providing them with its latest state-of-the-art wireless communications equipment technology as one of eleven TOP (The Olympic Partners) sponsors and one of two presenting partners of the ATHENS 2004 Olympic Torch Relay.

SAMSUNG's involvement with the Olympic Movement began in 1988 when the company became a local sponsor for the Seoul Olympic Games and it became a worldwide TOP sponsor in 1997.

“We are very proud to be a TOP sponsor of the ATHENS 2004 Olympic Games,” said II-Hyung Chang, Senior Vice President and Chief Communications Officer at SAMSUNG Electronics. “Our Olympic marketing efforts are an important part of our sports marketing strategy to strengthen the SAMSUNG brand and enhance our global market position, while at the same time contributing to the success of the Olympic Games. The ATHENS 2004 Olympic Games will prove to be a very significant moment in our sponsorship history as we integrate our marketing efforts globally to ensure a consistent program of activity and message.”

"We have had a strong and mutually beneficial partnership with SAMSUNG over the past 7 years. SAMSUNG is one of our most active Sponsors and their contribution to and involvement with the Olympic Movement will make the ATHENS 2004 Olympic Games even more significant and successful for the athletes, media and spectators", says Gerhard Heiberg, IOC Member and Chairman of the Marketing Commission."

As an official Presenting Partner of the ATHENS 2004 Olympic Torch Relay, a privilege given to just two TOP V sponsors, SAMSUNG has designated Cathy Freeman, Olympic gold medallist and the last torchbearer of Sydney 2000, as its first torchbearer for what will be the first ever truly global Olympic Torch Relay and the world’s largest celebration of its kind. As a SAMSUNG athlete ambassador, Cathy Freeman will be an integral part of the company’s ATHENS 2004 Olympic Games global marketing program.

Cathy Freeman expressed her excitement to be a part of two consecutive Olympic Games: ”At the Sydney 2000 Olympic Games I was bestowed with the great honor of carrying the Olympic Torch and lighting the flame that signaled the start of the Games. It was one of the greatest moments of my life and I feel very privileged that SAMSUNG has given me the opportunity to be a torchbearer once again. The Olympic symbolize so much but in particular the torch resemble the crossing of boundaries and the coming together of cultures regardless of age, gender or race.

SAMSUNG's marketing program is already underway and includes:

On-line promotion
On 13 August 2003, exactly one year before the opening ceremony, SAMSUNG launched an essay contest online at www.samsung.com/olympics. The contest, in which entrants must submit an essay on the subject “My Olympic Hero”, offers six first prize winners a trip to the Games, and six second prize winners the chance to be a torchbearer during the Olympic Torch Relay.

The ATHENS 2004 Olympic Torch Relay
Working alongside the other Olympic Torch Relay presenting partner and TOP sponsor Coca-Cola, for the first truly global Olympic Torch Relay, SAMSUNG is proud to bring the emotion and inspiration of the Olympic Games to the past and future host cities of the Summer Games. SAMSUNG will be actively involved in the organization and operation of this 10-week relay across five continents.

Athlete Ambassadors
SAMSUNG will work with some National Olympic Committees (NOCs) and high-profile athlete ambassadors to broaden communication of the SAMSUNG brand and its products.

Olympic Rendezvous @ SAMSUNG
As part of its on-going brand presence program, SAMSUNG will again build a pavilion within the OAKA as a fun and secure place for athletes, and their families. For the spectators coming to the Games, OR@S will be a center of entertainment and a chance to meet the Athletes in person. In addition, OR@S will provide a base for showcasing SAMSUNG's latest wireless communications technology.

The company has developed a partnership with Eurosport, Europe’s leading sports broadcaster, in which the company will promote its Olympic activities, technology and products to an audience of passionate sports fans. The two companies have begun to work together to promote SAMSUNG's Olympic activity, including its online essay contest and the ATHENS 2004 Olympic Torch Relay.

ATHOC Support Program
In total, SAMSUNG will provide over 22,000 wireless communication devices to athletes, officials, media, staff and volunteers. SAMSUNG's expertise in digital wireless communications equipment will play a vital role in contributing to the successful operation of the Games, and its unique and innovative information system, WOW (Wireless Olympic Works) will help to make the ATHENS 2004 Olympic Games a success.

SAMSUNG Electronics Co., Ltd. is a global leader in telecommunication technology. SAMSUNG Electronics employs approximately 75,000 people in 89 operations in 45 countries. The company is the world’s largest producer of CDMA mobile phones. SAMSUNG Electronics consists of four main business units: Digital Media Network Business, Device Solution Network Business, Telecommunication Network Business and Digital Appliance Network Business. Since 1997 SAMSUNG has been the Olympic Partner in the wireless communications equipment category. For more information, please visit the web site, http://www.samsung.com

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