Samsung Strikes Major Iaaf Sponsorship Deal
Samsung and the International Association of Athletics Federations (IAAF) have entered a new three-year agreement, with the electronics brand becoming an official partner as part of a multi-million pound deal in its first foray into the sport.
The partnership will also see Samsung become the governing body’s official equipment provider in the categories of Mobile Telecommunications Hardware, Audio Visual Equipment, Cameras and Household Appliances.
Through 2011, the agreement encompasses the IAAF Continental and National Championships programs as well as the World Championships in Berlin in August, the 2010 World Indoor Championships in Doha, and the 2011 World Championships in Daegu, South Korea.
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.
The partnership signals another way for Samsung to reach out to the European Union, 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.
