Samsung Renews Olympic Top-tier Deal

Samsung has renewed its deal with the International Olympic Committee to remain
a top-tier Olympic sponsor until 2016, a period encompassing the London 2012
Games.

The electronics giant will continue to be part of the IOC’s TOP programme
which grants brands worldwide marketing rights to the Olympic Games.

Samsung became the seventh of the 12 TOP partners thus far to renew its
association to cover the 2010 Games in Vancouver and London 2012.

It also became the second sponsor, joining Coca-Cola, to have already signed
up beyond London to include the 2014 and 2016 Olympic Games.

The partnership between the IOC and Samsung, which began in 1997, was
extended for a further eight years on its existing agreement.

The worldwide TOP Partners currently confirmed for Vancouver 2010 and London
2012 are Coca-Cola, Atos Origin, GE, McDonalds, Omega, Samsung and Visa.

The TOP partnership programme exists separately from the domestic sponsorship
packages that each host city sells meaning that the Samsung deal does not come
under the sales remit of LOCOG, the organizing committee for London 2012 and
removes the potential for the electronics category to be sold at domestic
sponsor level.