October 30, 2003 in Social Responsibility News


As one of eleven TOP (The Olympic Partners) sponsors of the ATHENS 2004 Olympic Games, SAMSUNG is involved in many initiatives that will help the organizers run the Games more smoothly and efficiently than ever before, while reinforcing SAMSUNG’s reputation and commitment to responsible corporate citizenship and global friendship. As the official wireless communications equipment partner of the ATHENS 2004 Olympic Games and one of two presenting partners of the ATHENS 2004 Olympic Torch Relay, SAMSUNG will offer its latest state-of-the-art wireless communications equipment technology to the organizers and staff of the ATHENS 2004 Olympic Games to make the most complex sporting event ? and relay - in the world.

Not only will SAMSUNG’s involvement in the Olympic Games assist the organizers, but the sponsorship fund also supports the National Olympic Committee (NOC) of each nation, enabling all national Olympic teams to attend the Games, regardless of their self-financing capabilities.

And sports fans from around the globe will also be able to share in the Olympic spirit with SAMSUNG with a number of marketing programs designed to increase consumers enjoyment of the biggest sporting event in the world. These initiatives will not only help drive awareness of the SAMSUNG brand and its products around the world, but they will also have a positive impact on brand favor, consumers’ purchase intention and ultimately overall product sales. Sales figures of its telecommunications products during the following one year after the Sydney 2000 Olympic Games show how sales increased by 44%.

SAMSUNG and ATHENS 2004 Marketing Activities

SAMSUNG’s global marketing activities to support its Olympic Games sponsorship include:

NOY on-line promotion
With a year to go until the start of the 2004 Olympic Games, SAMSUNG launched an online essay contest and competition on August 13, 2003 on a newly created dynamic website, www.samsung.com/olympics. The essay 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. 60 runners-up will receive one of the latest SAMSUNG mobile phones. Entrants in a separate poll, entitled “My Olympic Favourites”, can win one of 20 fantastic new SGH-E700 phones. The promotion is open to residents of six European countries (France, Germany, Italy, Russia, Spain and UK) and will close on 15 November 2003.

ATHENS 2004 Olympic Torch Relay
SAMSUNG is one of two Presenting Partners for the first ever truly global Olympic Torch Relay. In the run-up to the ATHENS 2004 Olympic Games, the Torch Relay will be run across five continents, as represented by the famous Olympic rings, and will unite communities worldwide in a global celebration of the Olympic Values of fair play, friendship, practice, exercise and ethos.

Working alongside the other Torch Relay presenting partner and TOP sponsor Coca-Cola, the IOC, ATHENS 2004 and individual country working committees, SAMSUNG will be actively involved in the organization and operation of this 10-week relay across the globe and Greece to further enhance its consumer’s emotional connection with the SAMSUNG brand. As well as helping to select torchbearers who meet the criteria demanded by the ATHENS 2004 and IOC’s Olympic ideals, SAMSUNG will help to generate publicity and interest in each city on the relay route, organize media and other promotional events along the route itself, recruit celebrity torchbearers and organize arrival and departure ceremonies in co-operation with city councils and local National Olympic Committees. The company will also organize running festivals in selected cities, in which anyone can take part. As part of its media activities, SAMSUNG will also offer opportunities to become torchbearers to readers and viewers of key media in countries along the relay route.

NOC & Athlete Sponsorship
SAMSUNG local offices are sponsoring the National Teams in some countries all over the world, although a proportion of SAMSUNG’s Olympic Games sponsorship funds are shared between each National Olympic Committee (NOC) of the 201 nations participating in the Olympic Games. SAMSUNG plans to extend its involvement with some individual NOCs and work with high profile athlete ambassadors to broaden communication of the SAMSUNG brand and its products.

Olympic Rendezvous @ SAMSUNG
As part of its on-the-ground activity, SAMSUNG will build a pavilion within the OAKA as a fun and secure place for athletes, their families and sports fans to congregate during the Games. Known at OR@S (Olympic Rendezvous @ SAMSUNG), a similar pavilion was established for both Sydney 2000 Olympic Games and Salt Lake 2002 Olympic Winter Games as a forum to showcase SAMSUNG product, its contribution to Olympic Movement and its global citizenship. For the ATHENS 2004 Olympic Games, OR@S will provide “the Official Athletes and Families Meeting Place” in its Athlete Centre; it will demonstrate its latest wireless technology to consumers, athletes and media attending the OR@S; it will host exciting entertainment programs; and invite its athlete ambassadors to attend its events as SAMSUNG spokespeople.

SAMSUNG has announced a major 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. SAMSUNG will co-sponsor a range of exclusive Olympic-related programs, including the Sports Star Awards ? a unique ceremony for celebrating and honoring sporting heroes after the Games themselves and Mission to Athens ? to follow 8 athletes from 8 different European countries from mid-September 2003 right-up to the ATHENS 2004 Olympic Games. The two companies will also 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 (mobile phones and systems, wireless paging equipment, two-way radio systems and batteries) 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 the company has developed a unique and innovative information system, called WOW (Wireless Olympic Works), that will help co-ordinate the hundreds of events and thousands of people involved in making the ATHENS 2004 Olympic Games a success (see enclosed backgrounder on WOW for more information).

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