LG Electronics becomes Global Partner of Formula 1

27-11-2008

LG Electronics (LG), a global leader and technology innovator in consumer electronics has announced that it has signed an agreement to become a Global Partner of Formula 1 and a Technology Partner of Formula 1.

The announcement was made in London by LG's Chief Marketing Officer Dermot Boden and F1 boss Bernie Ecclestone. Consultancy on the deal was through Mindshare Invention, which secured LG's position as Official Global Partner and Technology Partner of Formula 1.

As part of this top level association LG acquires exclusive designations and marketing rights as the official Consumer Electronics, Mobile Phone and Data Processor of Formula 1. The multi-year agreement runs from January 2009.

 "Formula One represents the absolute peak of technological innovation and style, which is also our vision for the LG Electronics brand," said Dermot Boden, Chief Marketing Officer (CMO) of LG Electronics. "We feel the excitement and electricity of F1 is unmatched by any sport, and we feel the same passion and energy here at LG."

"LG is a leader in its field, it pioneers cutting edge technology, delivering innovation and excellence in a stylish package, which is what Formula 1 is about too," said Bernie Ecclestone, Chief Executive Officer (CEO) of the Formula One Group. "We have so much in common, I am very excited to begin our association and look forward to the technology solutions they can bring to us also."

As the Official Data Processor of Formula 1 LG will be identified and credited on the official live timing service at Formula One events and in the associated timing and data TV graphics. They will also enjoy a comprehensive package of premium marketing rights worldwide in association with the Formula 1 brand.

Boden added: "In today's economic climate, all organizations need to be strategic with their expenditures. Here at LG we can think of no more important investment than our brand. After having carefully researched marketing and sponsorship opportunities, I am confident that this exciting partnership will best highlight and enhance the profiles of both global organizations over the long term."

Established in 1958, LG Electronics, Inc. (LG) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 110 operations, including 81 subsidiaries around the world.

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