In a bid to strengthen its health and fitness platform by extending its association to sports other than cricket, LG Electronics has entered a 5-year agreement with the All India Football Federation (AIFF) to sponsor the national soccer tournament, the Santosh Trophy. Besides being the main title sponsor of the Santosh Trophy, LG will also co-sponsor four other AIFF tournaments, the National League I & II, the Federation Cup and Super Cup.
The contract, besides allowing LG to brand the outfits of the participating teams, would also entitle it to various marketing and promotional rights, like footage rights, in-stadium signage and field board advertising. For the first time 15 matches of the Santosh Trophy will be telecast live and LG will get 90 sec of free commercial time on DD besides limited airtime on Ten Sports, which would also air highlights packages.
In India LG’s association with sports began in 1999 when it became the official supplier of consumer electronics, home appliances, PC monitors, and CD Roms for the Cricket World Cup. Globally it has entered into a U.S. $30-million tie-up for sponsoring World Cup 2003 and ICC tournaments till 2005. (The Financial Express)
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