Samsung and the IAAF Create New Global Partnership

May 19, 2009

MONTE CARLO, May 19 /PRNewswire/ –

– Three-Year Agreement Begins with World Championships in August in
Berlin, Extends Through 2010 in Qatar and 2011 in South Korea

Samsung Electronics and the International Association of Athletics
Federations (IAAF) today announced a new three-year agreement, naming Samsung
an Official IAAF Partner. Samsung is also appointed the IAAF’s official
equipment provider in the categories of Wireless Communications and

(Photo: http://www.newscom.com/cgi-bin/prnh/20090519/347816 )

The new marketing partnership will span the World Championships in Berlin
in August this year; the 2010 World Indoor Championships in Doha, Qatar; and
the 2011 World Championships in Daegu, South Korea.

Additionally, the Samsung and IAAF partnership encompasses the IAAF
Continental and National Championships programs during the three year

“We are delighted to welcome the IAAF to our elite roster of global
sports marketing partners,” said Gregory Lee, Chief Marketing Officer of
Global Marketing Operations, Samsung Electronics. “Athletics help to unify
cultures and inspire new levels of personal achievement – the very qualities
that Samsung seeks to realize in our constant pursuit of innovation and
passion for excellence.”

Sangheung Shin, President of Samsung Europe, joined IAAF President Lamine
near IAAF’s headquarters in Monte Carlo for the announcement.

The new IAAF partnership expands the range and quality of Samsung’s
European and global sport platforms, which in the last two decades have
encompassed dozens of engagements, including ongoing support of the Chelsea
football club, and a TOP partnership with the International Olympic Committee
through 2016.

The IAAF partnership also reflects Samsung’s increasing commitment to the
EU, the company’s largest market. In 2009 alone Samsung is launching several
new cell phone portfolios in the EU and UK, following the introduction of
breakthrough LED flat screen TVs earlier this year.

“This new agreement has great significance. It demonstrates the
fundamental strength and value of the sport of athletics,” said Lamine Diack,
IAAF President. “It’s especially gratifying that our partnership with Samsung
supports not just the IAAF, but also our Area associations and Member
Federations in a direct manner.”

At the 2009 World Championships in Berlin, Samsung will feature the
Samsung Digital Gallery, a full scale interactive event program enabling
athletes, spectators and media to engage with the latest technologies in LED
TV, Mobile Phones and Digital Cameras.

Samsung’s commitment to the IAAF reflects the company’s broad investment
in building a sustainable society – one that balances increasing reliance on
technology with equally robust efforts to promote health and physical
fitness. Overall, the IAAF’s activities embody Samsung’s corporate values of
fair play, passion for excellence, and building of mutual understanding
across different languages, cultures and geographies.

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies with
2008 consolidated sales of US$96 billion. Employing approximately 150,000
people in 134 offices in 62 countries, the company consists of two business
units: Digital Media & Communications and Device Solutions. Recognized as one
of the fastest growing global brands, Samsung Electronics is a leading
producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more
information, please visit http://www.samsung.com.

SOURCE Samsung Electronics Co Ltd

Source: newswire

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