SAMSUNG Sponsors Beijing 2008 Olympic Torch Relay

The Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) announced today that Samsung Electronics has signed on as the Presenting Partner of the Beijing 2008 Olympic Torch Relay at the China Millennium Monument. BOCOG also unveiled torch designs, planed Route for the Torch Relays leading up to the grand opening ceremony of the Beijing 2008 Olympic Games on August 8, 2008.

Today, Samsung Electronics and BOCOG signed the Beijing 2008 Olympic Torch Relay sponsorship contract.

“Samsung is thrilled to be the Presenting Partner of the Beijing Olympic Torch Relay,” said Mr. Gyehyun Kwon, Vice President of Samsung Electronics in charge of worldwide sports marketing. “We are extremely proud of the diverse group that will have the honor of carrying the Olympic flame at this historic event. The torchbearers reflect what is best in all of us and also Samsung’s corporate values of harmony and shared humanity. In particular, the Torch Relay in China will enhance the understanding and friendship between Samsung and the Chinese people.”

As the Presenting Partner of Torch Relay, Samsung has the rights to select 1,500 torchbearers, use torch relay logos, and hold Torch-related marketing events. Samsung Electronics has been involved in the international torch relay in the Athens 2004 Olympic Games and the Torino 2006 Olympic Winter Games.

Samsung Electronics will host a series of public events in cities along the torch relay route with a variety of programs and promotional events surrounding its wireless telecommunication products.

Concurrently, Samsung Electronics plans to stage a formal launching of the Olympic marketing campaigns throughout China. In June, Samsung Electronics will kick off the Beijing Olympic Campaign and hold a public concert .

The Samsung Electronics brand has made its presence known in all corners of the world through its sponsorship of the Olympic torch relays. Torch relay sponsorship, together with the Wireless Olympics Works (WOW) and the Samsung OR@S are viewed as the best marketing approaches that fully capture the Olympics theme.

Samsung Electronics has increased its brand value through sponsoring Olympic torch relays. Samsung has selected torchbearers for relays through 34 cities in 27 countries for the Athens 2004 Olympic Games. During the Torino 2006 Olympic Winter Games, Olympic torches were carried by torchbearers selected by Samsung through 567 cities in Italy, where the brand of Samsung has been ever remembered by each street and alleys in Italy.

Samsung entered its first agreement with the IOC to become a TOP partner in 1997 and sponsored the Nagano 1998 Olympic Winter Games. Since then, the company has become an official TOP Partner of the Olympic Games in wireless telecommunications equipment, which will last until 2016. With the sponsorship of the Beijing 2008 Olympic Torch Relay, Samsung is committed to sponsoring the longest, most extensive, and most inclusive one of its kind in the history of the Olympic Movement.