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Jul. 29, 2003
LG Electronics to Hold World’s Largest Extreme Sports Championship
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- Concludes main sponsorship agreement for LG Action Sports Championship, dubbed as “the Olympics of extreme sports”
- Set to hold the first championship in LA in mid-November in four events including inline skating, skateboarding, and BMX
- Championship to be telecast in about 180 nations worldwide through 14 sports channels; thus maximizing the exposure of the LG mobile phone brand
- Matches the image of freedom, challenge, and youth pursued by LG mobile phones to reinforce LG’s position in the global mobile phone market
Seoul, Korea, July 25, 2003 - As part of its efforts to launch sports marketing campaigns, LG Electronics (LGE) [Korea Stock Exchange: 6657.KS] will hold the world’s largest extreme sports championship to promote the image of LG mobile phones among the youth all over the world who seek extreme challenges and crave dynamism.
LGE (Chairman and CEO John Koo/ www.lge.com) announced on July 25 that it has recently concluded a sponsorship agreement with US Aggressive Skaters Association (ASA), the world’s most prestigious sporting group formed by extreme sports fans. Thus, LGE can enjoy sponsorship preference for the sports championship for five years.
LGE will hold the first LG Action Sports Championship in LA for nine days starting from November 15. The event will feature the highly popular inline skating, skateboarding, BMX (dexterous cycling), and freestyle motocross games, which are expected to draw extreme sports champions and aficionados worldwide; hence, it is dubbed as “the Olympics of extreme sports.”
Through the sponsorship agreement with ASA, LGE will display the LG logo in all official games and feature banner advertisements in the stadium and in other events. The company can promote the LGE brand in about 180 nations worldwide through 14 sports channels such as Fox Sports and ESPN and increase the brand recognition of LG mobile phones.
To live up to its reputation as “the Olympics of extreme sports”, LG Action Sports Championship will feature other events in the future. Likewise, the company will boost its sports marketing to promote the state-of-the-art image of the LG mobile phone brand among extreme sports fans worldwide.
“The youthful design and sophisticated functions of LG mobile phones perfectly match the dynamic spirit of extreme sports aficionados who try to go beyond their limits. As the first sponsorship of its kind in Korea and the world’s largest extreme sports championship, LG Action Sports Championship will definitely serve as a momentum to promote LGE mobile phones not only on the US market but also on other mobile phone markets worldwide,” said Kie-hong Suh, Executive Vice President of the LGE mobile phone overseas division
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