Samsung and IAAF

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Korean consumer electronics giant Samsung Electronics has recently concluded its marketing activities for the IAAF World Indoor Championships that were held in Doha, Qatar on 12–14 March 2010. Samsung is an Official Partner of the International Association of Athletics Federations (IAAF) and its sponsorship of 2010 championship was part of a three–year agreement that started in 2009 and will conclude in 2011.

The IAAF is the international governing body for the sport of athletics, which is comprised of events that involve running, sprinting, throwing, jumping and walking–the central events of the Summer Olympics. It is the organiser of one of the world's top sporting events, the IAAF World Indoor Championships, which is held every two years. As part of its sponsorship efforts, Samsung provided event organisers in Doha with electronics and telecommunications equipment to support the operation of the tournament. For Samsung, the sponsorship offered a range of opportunities to prominently feature branding on athletes' bibs and outdoor advertising, and took part in hospitality programmes and other activities. The company also hosted the 'Samsung Fan Zone', which engaged consumers and fans and furthered the spirit and excitement of the games. "We are very proud to support the IAAF, which is always associated with the highest level of athletic achievement and hosts the world's top athletes. By sponsoring the 2010 World Indoor Championships, Samsung [had] the honour of connecting with loyal and dedicated fans in the Arab region, " said Gyehyun Kwon, vice president and head of Worldwide Sports Marketing, Samsung Electronics. Sports are about passion and fan loyalty, and the Samsung brand is about passion and loyalty for technology. Athletics also involves human stories and encourages people to challenge themselves through commitment and determination. This is in line with Samsung's devotion to achieve performance excellence and benefit consumers, and to improve human society through the application of digital technology. As a global leader in sports marketing, Samsung sponsors many major sporting events and teams around the world, including the Olympic and Paralympic Games as a Worldwide Partner and English Premier League football team Chelsea FC. Samsung's sponsorship of the IAAF included or will include: IAAF World Championships in Athletics–Berlin 2009 IAAF World Indoor Championships–Doha 2010 IAAF World Championships in Athletics–Daegu 2011 Samsung Electronics is a global leader in semiconductor, telecommunications, digital media and digital convergence technologies with 2008 consolidated sales of $96bn. Employing approximately 164, 600 people in 179 offices across 61 countries, the company consists of seven independently operated business units: visual display, mobile communications, telecommunication systems, digital appliances, IT solutions, semiconductor and LCD. Recognised as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT–LCDs.

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