LGE kicks $2 million into soccer

LGE kicks $2 million into soccer

Soccer Australia yesterday announced a major sponsorship with electronics manufacturer LG Electronics (LGE).

The multimillion-dollar sponsorship of Australia's four national teams over the next two years is reported to be one of the biggest deals in Australian soccer history.

Soccer Australia chairman Basil Scarsella welcomed LGE's involvement in Australian soccer, describing it as a "mutually beneficial relationship with LGE on a partnership level, while providing resources for the development of soccer at its earliest stages.

"The major sponsorship arrangement consists of naming rights to our premier national team, the Socceroos, who will be known as the LG Socceroos, as well as extending to the other national teams including the Olyroos [under 23s], the Young Socceroos [under 20s] and the Joeys [Under 17s]."

LGE was a major sponsor of the France 98 World Cup, and has ongoing soccer commitments in China, the Middle-East and Latin America, with expansion into Europe with the LG Cup this year.

"Playing such a key part in soccer worldwide, and particularly throughout Asia, Australia is a natural extension of our global strategy," said Christopher Kim, managing director of LG Electronics Australia.

According to Peter Atton, marketing and planning manager for LGE Australia, the LGE logo will be seen on soccer strips at all levels right down through to the mini-fields in the local park. "We looked at the sponsorship as a branding exercise across all parts of the company both here and overseas," Atton said.

The three LGE groups represented in Australia are consumer electronics, the new CDMA mobile phone group, and information technology, which includes monitors, CD ROM and DVD products.

"While there are no specific plans in place yet, we will be doing some marketing promotions with our IT group wrapped around the soccer sponsorship." Atton added.

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