Samsung Concludes Contract with the International Olympic Committee to Sponsor Olympic Games Through 2016

    Samsung first became a full
    sponsor of the Olympic Games during the Nagano Olympic Winter Games in 1998.
    According to the new contract, Samsung will officially sponsor the Olympic
    Games and the Olympic Movement for the next eight years, through the Vancouver
    Olympic Winter Games in 2010, the London Olympic Games in 2012, the 2014
    Olympic Winter Games, and the 2016 Olympic Games.

    The Samsung-IOC Olympic Games sponsorship contract signing ceremony was
    attended by Samsung Chairman, Kun-Hee Lee, who arrived in Beijing after a
    three-week business trip to Europe, and more than 200 officials in sports from
    around the world, including International Olympic Committee President Jacques
    Rogge, Chief Executive Officer of the Vancouver Organizing Committee for the
    2010 Olympic and Paralympic Winter Games (VANOC) John Furlong, and London
    Organizing Committee of the Olympic Games and Paralympic Games (LOCOG)
    Chairman Sebastian Coe.

    According to guidelines set forth by Samsung Chairman, Kun-Hee Lee in
    1996 – “Devise strategies that can raise brand value, which is a leading
    intangible asset and the source of corporate competitiveness, to the global
    level” – Samsung decided to sponsor the Olympic Movement to strengthen its
    global corporate image and brand value and has been carrying out a global
    marketing campaign with the Olympic Games and the Olympic Movement as the
    single theme.

    Accordingly, Samsung concluded a TOP (The Olympic Partner) sponsorship
    contract with the IOC in 1997. Since then, the company has been an official
    sponsor in the wireless telecommunications equipment category, including the
    Nagano 1998 Olympic Winter Games, the Sydney 2000 Olympic Games, the Salt Lake
    2002 Olympic Winter Games, the Athens 2004 Olympic Games, the Torino 2006
    Olympic Winter Games, and the Beijing 2008 Olympic Games. By sponsoring the
    Olympic Games and the Olympic Movement for the last ten years, Samsung has
    made great strides towards becoming a “cutting-edge global brand” that leads
    the mobile phone industry. The Beijing Olympic Games in 2008 are expected to
    be the climax of the company’s efforts for the last ten years.

    In fact, Samsung’s brand value grew more than five-fold from a mere
    3.1 billion dollars in 1999 to 16.2 billion dollars in 2006, according to the
    annual company brand value ratings by Interbrand, the world’s largest brand
    consulting company. According to Strategy Analytics, a market research
    organization, Samsung’s global mobile phone market share went up from 5.0% in
    1999 to 11.6% last year, and its sales volume increased seven times from
    16.65 million units to 114 million units.

    The Partnership between Samsung and the Olympic Movement is mutually
    beneficial. Samsung is demonstrating its cutting-edge wireless technology at
    the Olympic Games, and is fully living up to its corporate philosophy –
    “contribute to society” – through the Olympic Movement. Wireless Olympic Works
    (WOW), first released by Samsung for the Athens 2004 Olympic Games, is a
    service that enables the real-time transmission of Olympic Games information
    to mobile phones.

    Samsung seeks to boost the value of the Olympic Games and prepare for the
    Olympic Ceremonies as a worldwide partner in the wireless telecommunications
    equipment category, making a shift from a voice-based, “mobile phone-centered”
    sponsorship to delivering all forms of information via the mobile phone.

    By sponsoring the Olympic Games for the next eight years, including the
    TOP VII (Vancouver 2010 -London 2012) and TOP VIII (host countries not yet
    determined), in addition to the TOP IV (Nagano 1998 -Sydney 2000), TOP V (Salt
    Lake City 2002 -Athens 2004) and TOP VI (Torino 2006 -Beijing 2008), Samsung
    will create a strong association between the Olympic Movement and Samsung, and
    will further enhance the status of the Samsung brand. By concluding a
    long-term Olympic sponsorship contract, Samsung is proving that investing in
    the Olympic Games is key to growth of a “brand” and “mobile phones”, and is
    showing the world that investing in the Olympic Games means unlimited growth
    potential.

    Vice Chairman and CEO, Jong-Yong Yun of Samsung Electronics and
    International Olympic Committee Marketing Commission Chairman, Gerhard Heiberg
    held a signing ceremony on Samsung’s eight-year sponsorship at a specially
    produced signing table at the Diaoyutai State Guesthouse on the evening of
    April 23. Samsung Chairman, Kun-Hee Lee demonstrated great interest by
    personally welcoming officials in the sports field from across the globe,
    including the IOC President, Jacques Rogge.

    During the signing ceremony on April 23, Daniel Newham from England and
    Xuchunni from China were joint MCs, and Canadian Ana Yang gave a bubble
    performance that symbolizes the “Dreams of the Olympic Games and Samsung.” The
    ceremony was made all the more meaningful with the participation of a
    performer from England, who plays the main character of the musical “The
    Little Prince,” officials from countries who will host the Olympic Games, and
    Sumi Jo, a Korean soprano.