Korea's LG pours money into European football

LG Electronics, South Korea’s second-largest electronics maker, is promoting an aggressive premier marketing campaign from mobile phones to LCD TVs in Europe in a way to intensify its brand image. "Sports marketing seems another must-win card for LG to raise its brand recognition in European markets," observed Kim Yoo-chul in The Korean Times. In July, the company signed a three-year shirt sponsorship agreement with English Premier League club Fulham. The move is in line with the company’s continued effort to step up its marketing drive in Britain where LG’s monthly sales had exceeded $100 million last year. "The multi-year sponsorship agreement will offer us an important opportunity to strengthen our premium marketing in Britain," said Na Young-bae, an executive for LG’s British business.

The electronics maker also held the friendly football "LG Amsterdam Tournament" in Ajax stadium, the Netherlands, from 2 August bringing together Ajax from the Netherlands, Arsenal from England, Atletico de Madrid from Spain and Lazio from Italy. LG said the one-time show helped the firm raise its brand image to European football fans.