SBD/May 4, 2011/Marketing and Sponsorship

Samsung Signs Beckham As Global Brand Ambassador Ahead Of London Games

Samsung Electronics today announced an exclusive agreement with Galaxy MF David Beckham to be its global brand ambassador for the ’12 London Games. Beckham begins his ambassador role immediately, with appearances in multi-platform advertising and PR campaigns covering various elements of Samsung’s London Games marketing program as part of the company’s IOC TOP sponsorship (Samsung). MARKETING WEEK’s Lara O’Reilly notes Beckham’s role runs through to Dec. 31, 2012. Samsung is the worldwide Olympic partner for wireless communications equipment and “is set to be one of the partners for the Olympic Torch Relay that precedes the event” (MARKETINGWEEK.co.uk, 5/4). Samsung VP & Head of Sports Marketing Gyehyun Kwon said that Beckham was Samsung's “first choice for the role, believing that he is an ‘icon,’ with someone like him only helping raise the profile and revenue of the company” (GOAL.com, 5/4).
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