Samsung, the official partner of the Olympic Games in wireless telecommunications equipment, concluded a sponsorship contract with the International Olympic Committee on April 23 at the Diaoyutai State Guesthouse in Beijing, China. Samsung first became a complete sponsor of the Olympic Games during the Nagano Olympic Winter Games in 1998. According to the new contract, Samsung will officially sponsor the Olympic Games and the Olympic Movement for the next eight years, through the Vancouver Olympic Winter Games in 2010, the London Olympic Games in 2012, the 2014 Olympic Winter Games, and the 2016 Olympic Games.
The Samsung-IOC Olympic Games sponsorship contract signing ceremony was attended by Samsung Chairman, Kun-Hee Lee, and more than 200 officials in sports from around the world, including Jacques Rogge, President, International Olympic Committee; John Furlong, Chief Executive Officer, Vancouver Organising Committee for the 2010 Olympic and Paralympic Winter Games (VANOC); and Sebastian Coe, Chairman, London Organising Committee of the Olympic Games and Paralympic Games (LOCOG).
According to the guidelines set forth by Lee in 1996, “devise strategies that can raise brand value, which is a intangible asset and the source of corporate competitiveness, to the global level”, Samsung decided to sponsor the Olympic Movement to strengthen its global corporate image and brand value. Samsung has been carrying out a global marketing campaign with the Olympic Games and the Olympic Movement as the single theme.
By sponsoring the Olympic Games and the Olympic Movement for the last ten years, Samsung has made great strides towards becoming a global brand that leads the mobile phone industry. The Beijing Olympic Games in 2008 are expected to be the climax of the company’s efforts for the last ten years.
The partnership between Samsung and the Olympic Movement is mutually beneficial. Samsung is demonstrating its cutting-edge wireless technology at the Olympic Games, and is fully living up to its corporate philosophy of ‘contribute to society’, through the Olympic Movement. Wireless Olympic Works, first released by Samsung for the Athens 2004 Olympic Games, is a service that enables the real-time transmission of Olympic Games information to mobile phones.
Samsung seeks to boost the value of the Olympic Games and prepare for the Olympic ceremonies as a worldwide partner in the wireless telecommunications equipment category, making a shift from a voice-based, mobile phone-centered sponsorship, to delivering all forms of information via the mobile phone.