Press Release

04/20/2004

LG MOBILE PHONES LAUNCHES INTO SECOND ANNUAL LG ACTION SPORTS CHAMPIONSHIPS AS TITLE SPONSOR

SAN DIEGO, April 20, 2004 LG Mobile Phones and ASA Events officially announced today the location for the second annual LG Action Sports Championships to take place in September at the Fairplex in Pomona, Calif. during the Los Angeles County Fair., The event will be beamed to more than 350 million people in approximately 180 countries worldwide, with a minimum of sixteen hours of coverage in the U.S. on FOX Sports. The strong television coverage, huge prize money and industry inclusion has already established the event as one of the most prestigious in the action sports category.

SAN DIEGO, April 20, 2004 LG Mobile Phones and ASA Events officially announced today the location for the second annual LG Action Sports Championships to take place in September at the Fairplex in Pomona, Calif. during the Los Angeles County Fair., The event will be beamed to more than 350 million people in approximately 180 countries worldwide, with a minimum of sixteen hours of coverage in the U.S. on FOX Sports. The strong television coverage, huge prize money and industry inclusion has already established the event as one of the most prestigious in the action sports category.

Once again, the LG Action Sports Championship will be a coordinated effort between LG Mobile Phones and the countrys largest action sports event and television production company, ASA Events, on the second year of a six-year deal to stage the U.S. and World Championships of the action sports industry.

The event brings together the best of the best in action sports with more than 200 professional athletes who push themselves to the highest levels of progression via skateboarding, in-line skating, stunt BMX and freestyle motocross competitions. LG Mobile Phones is the title sponsor for the event through 2008 aligning the target market and vision for the LG brand with the excitement, youthful orientation and cutting-edge feel of the action sports phenomenon.

The LG Action Sports Championships serves as ground-zero for bringing together the best aspects of the action sports industry and the very market that LG Mobile Phones continues to serve and to court, said Jeff Hwang, vice president of marketing, LG Mobile Phones. We are committed to supporting the amazing talent they exhibit and honoring them for their athleticism and for truly going to the extremes.

The Action Sports industry has been around in the U.S. for many years, but its just beginning to draw mass attention and support from sports fans on a global basis, said Rick Bratman, president of ASA Events. Action Sports has emerged as a mainstream sports marketing opportunity that we are very proud to have landed with a company like LG Mobile Phones. It gives them a tremendous opportunity to reach a hip, athletic, enthusiastic market on a truly global scale.

Next year, the program will expand to include new LG Action Sports events and an LG Action Sports Pro Team, consisting of world-famous action sports pros, in order to maximize the industrys exposure to new global audiences and spread the word about LGs involvement in the category.

Regional preliminaries will take place prior to the September event in the Los Angeles area in a variety of countries around the world and only those who make it past these initial competitions will be able to compete at the LG Action Sports Championships.

In addition to the top-level competition, the LG Action Sports Championships will sport a festival area featuring live music, video games, action sports video premieres, an Internet lounge, graffiti art, autograph signings and more.

About ASA Events
A leader in the action sports industry since'94, ASA Events, headquartered in Marina del Rey, CA, is the largest action sports event and television production company in the US. In 2004, ASA Events will execute more than 250 events in 21 countries that feature skateboarding, BMX, freestyle motocross and inline skating, ranging from large-scale contests like the X Games, Gravity Games and World Championships, to a variety of smaller competitions, grassroots demonstrations, exhibitions and tours. ASA also produces more than 100 network television programs each year for that highlight the world of action sports and its athletes. For more information visit the ASA Web site at www.ASAevents.com or contact Rick Bratman at (310) 823-1865 x303.

About LG Mobile Phones

LG Mobile Phones expertise in designing sleek, user-friendly phones has proven wildly successfully in the U.S. market, where the company's market share of all CDMA handsets has exponentially grown in just four years. LG recently claimed 24 percent of the CDMA market share in the U.S. for 2003, ranking LG as the largest manufacturer, according to analysts at Strategy Analytics. LG has recently brought their international success in the GSM market to the U.S., expanding their product lineup to include GSM handsets. LG has plans to increase its market penetration even further with a new branding campaign and an aggressive roadmap of handset launches throughout 2004.


Headquartered in San Diego, Calif., LG Mobile Phones is the North American wireless division of LGE USA, a business unit of LG Electronics of Seoul, Korea. Established in'58 as Korea's pioneer consumer electronics company, LG Electronics is a major global player in electronics, information and communications products. LGE was the first manufacturer to commercialize the CDMA digital mobile communication system with its support of the launch of the SK Telecom Network in Korea.

With annual sales of $29 billion, LGE operates research and development, manufacturing and sales and marketing facilities around the world and employs more than 55,000 individuals in 73 countries. More information can be found at www.lgmobilephones.com.

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