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LG hits cricket for six

United Arab Emirates: Wednesday, December 18 - 2002 @ 15:09

The multi-million dollar deal set to run through to 2007 covers nine major international cricket tournaments, including two World Cups.

“This is an extremely important partnership for LG,” said Mr. M. B. Shin, President, LG Electronics Middle East and Africa Operations. “LG has been associated with sports related marketing for many years but this is by far its most extensive investment.

“As ICC Official Global Partner, our presence will be visible at next year’s Cricket World Cup, the fourth-largest global sporting event in terms of television audiences. That will be a huge boost for the LG brand around the world.”

On a regional level, LG announced it plans a series of aggressive advertising and promotional activities during the 2003 World Cup.

“LG plans to leverage this agreement throughout the Middle East and Africa with tailored promotional activities, before and during the tournament,” said Shin.

“Dealers, distributors and customers alike will be able to participate in LG promotions offering literally hundreds of cricket fans from Pakistan, India, Africa and the GCC, the opportunity to witness the matches in South Africa.”

The ICC agreement places LG as Official Global Partner of the 2003 Cricket World Cup being held in South Africa and the 2007 Cricket World Cup in the West Indies. An additional five tournaments, including ICC Champion’s Trophy tournaments and ICC U-19 Cricket World Cups, will also benefit from LG’s investment over the next six years.

“Having a major brand like LG Electronics as a global partner for such a long period is a terrific bonus for cricket,” Malcolm Grey, President, International Cricket Council said via video address to the announcement press conference in Dubai.

“LG is already a support sponsor to the South African cricket team and has assisted in staging cricket events in India, England, Kenya, United Arab Emirates, Sri Lanka, Pakistan and Morocco. We are very happy to have LG as official global partner of the 2003 Cricket World Cup.”

Next year’s tournament, to be held during February and March, will feature 14 countries playing over a 44-day period to decide the trophy. Australia, recent winners over England in the Ashes Test series, will be hot favourites to retain the World Cup.

“Cricket is enormously popular in the Gulf, mainly due to the high proportion of expatriates living and working here. Developments like the Zayed Cricket Stadium in Abu Dhabi also go to show how important the game is in the Emirates,” said Shin.

“And Sharjah Stadium has hosted more one-day internationals than any other venue in the world. This year also saw several test matches staged at the stadium.

“Over the next six years, LG Electronics will become synonymous with cricket and we intend to leverage that association to cement our product leadership and unaided brand awareness in the region.”

As Official Global Partner of the 2003 Cricket World Cup, LG Electronics branding will appear on sight-screens, ground mats, perimeter boards and the main scoreboard. LG will also benefit from branding the indicator board for third-umpire decisions, being used for the first time in a world cup.

The third-umpire has become an important aspect of the modern game with video replay technology allowing difficult decisions to be carefully scrutinised. The third-umpire’s decision is then displayed on a board where a red light indicates the batsman is out.

Although cricket is not a well-known sport in Korea, Shin believes his fellow countrymen will even become fans.

“Korea is a keen sporting nation and has been quick to adopt many sports not traditionally associated with Asia. I cannot see us fielding a cricket team in time for next year’s World Cup but who knows what might happen by 2007.”


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Wednesday, December 18- 2002 @ 15:09 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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