LG Electronics Becoming a Household Name Through Football Marketing in Central & South America
- LGE an official sponsor for the Copa America 2004, taking place July 6~25 in Peru- LGE an official sponsor for the Copa America 2004, taking place July 6~25 in Peru
- LG Plaza will live broadcast the games as well as provide areas for visitors to
experience the newest LG products that are showcased throughout the event
- LGE enjoys sales increase by more than 200% on-year in Peru
Seoul, Korea ‐ July 12, 2004 ‐ LG Electronics is an official sponsor for the 41st Copa América football tournament which takes place July 6 ‐ 25 in Perú.
As official sponsor for the tournament, LG Electronics uses the tournament emblem in all of its marketing activities throughout the Central and South American region.
LG Electronics has installed 'Inflatable Ad' in front of the stadium and 'A-Board' on all sides of the stadium.
Started in 1910, Copa America is the world's oldest and South America's most beloved sports event, comparable to Europe's UEFA CUP (EURO 2004). This year, with CONMEBOL(Confederacion Sudamericana de Futbol) hosting the event, South America's ten most powerful football nations, including Brazil, Argentina, Uruguay, will compete in the tournament. Mexico and Costa Rica have been invited to compete in the tournament, making the number of participant countries twelve in total.
The Copa America tournament presents an opportunity for LG Electronics to affirm itself as a premium brand in South America. LG Electronics has installed an outdoor billboard (50m in width, 5m in length), with LG Electronics' sponsorship of the tournament written on it, at the Lima Airport and six large billboards at local airports in Peru. TV and print advertisements will be distributed throughout the region, including Colombia, Chile, Peru, Mexico, Panama, and entrance tickets will be given by drawing of lots.
The Most Valuable Players of each match will receive an LG 42-inch plasma TV and the MVP of the final tournament will win an LG 60-inch plasma TV, all of which will be broadcast on TV.
LG Electronics expects to this will increase brand exposure when many star players, who are active in Europe, are shown with MVP awards on TV. Over three billion people are expected to watch the tournament in more than 120 countries.
LG Electronics has set up 'LG Plaza' in all twelve participant countries, showcasing LG Electronics' latest technology. LG Plaza will live broadcast the games as well as hold various events in each of LG Plaza.
Since the start of the Copa America promotion in May, LG Electronics saw its sales jump in TVs, refrigerators, and washing machines, in Peru. In May and June combined, sales increased by more than 200% compared with the same period in the previous year.
Mr. Kyung-Sun Park, President of LG Electronics Panama S.A., said, "LG Electronics takes active part in various marketing activities, sponsoring six professional football teams, including Brazil's Sao Paulo Club. LG Electronics will continue to make efforts to take off as a premium brand in Central and South Americas, using football sponsorship as a vital marketing tool."