Samsung India will be spending Rs 3 crore on Asian Games-related activity in India. It has become the official sponsor of the Indian national team at the Busan Asian Games 2002 to be held in South Korea in September.
An MoU to this effect has been signed with the Indian Olympic Association (IOA), making it the official sponsor in the category of consumer electronics/home appliances, IT and telecommunications.
As per the understanding, a sum of Rs 20 lakh will be given to the IOA to support the expenses of the team. Other activity in the run-up to the event will include Asian Games-related festivals in major towns and incentive schemes to create excitement and interest in the event. A customer-related event is slated for the end of August and team-related incentive programmes in September.
The parent company, which is the official sponsor of the Games, will be spending $33 million on the overall sponsorship.
Samsung India has in the past sponsored the Indian team to the 1998 Asian Games as well as the Sydney Olympics 2000. It has also organised several Asian Games and Olympic-related events like the Samsung Running Festival and Most Valued Performance Awards.
More recently, it spent Rs 15 crore on its soccer-related ‘Dabaake jeeto’ promotion. The response from the soccer-related initiative has been positive and the company has recorded 107 per cent growth in CTVs in May this year compared to last year (85,000 CTVs against 41,000).