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Press Release

07/27/2004

LG Mobile Phones Revs Up the Action Sports Market as the Official Title Sponsor of the Second-Annual LG Action Sports Championships

LG Mobile Phones Reconfirms and Extends Support to Action Sports Athletes and Industry Through 2008

LG Mobile Phones Reconfirms and Extends Support to Action Sports Athletes and Industry Through 2008

(LOS ANGELES - July 27, 2004)  LG celebrates its commitment to the growing action sports industry with the announcement today of the second-annual LG Action Sports Championships event and expo. A coordinated effort between LG and ASA Events, the nations largest action sports event and television production company, the highly anticipated Championships starts September 10t at Fairplex in Pomona, Calif. during the Los Angeles County Fair. The action-packed event will feature the seasons U.S. and World Championships for skateboarding, aggressive inline skating, freestyle BMX and freestyle motocross, as well as big-name music entertainment from Hoobastank, Lonestar, LIVE and many more bands.

The event will comprise seven days of adrenaline-pumping competition from such action sports legends as Nate Adams, Mike Meztger, Brian Deegan, Bob Burnquist, Bucky Lasek, Andy Macdonald, Ryan Nyquist, Jamie Bestwick, Eito Yasutoko, Fabiola Da Silva and 160 more pros, The professional Championships in skateboarding, inline skating and BMX will be held September 10-12, the amateur Championships in skateboarding and inline will be held from September 24-26, and the World Championships of Freestyle Motocross will be held on October 2nd. During the 11 non-competition days, the site for the various competitions will be open to the public as an open skate park for action sports enthusiasts to actually use the pro course.

After only one year, the LG Action Sports Championships is quickly becoming one of the most prestigious events in its category with its emphasis on the athletes and companies that comprise the action sports industry. Beamed to more than 350 million people in approximately 180 countries and producing a minimum of 16 hours of coverage in the U.S. on FOX Sports Net, this years event convenes a whos who in action sports. Last years LG Action Sports Championship offered $600,000 in prize money, making it the largest per-sport purse in action sports history. Associate sponsors for the event include Nintendo, Paul Mitchell, Yoo-hoo, Delta Air Lines, Activision and Toyota, and media partners include UPN, Fox, Clear Channel Radio and the Los Angeles Newspaper Group.

"The LG Action Sports Championships is the unifying force in the action sports industry, bringing together the best of the best in every major discipline. With this level of industry participation, the event creates a Mecca for the Gen Y target market  the very group LG continues to serve and attract," said Juno Cho, president of LG Mobile Phones. "While drawing todays youth market, our event also gives credence to and validates the extreme athleticism of those participating in the championships, helping push the action sports category to new heights.

"The action sports industry continues to grow, drawing mass attention and support from sports fans on a global basis," said Rick Bratman, president of ASA Events. "This championship event puts LG Mobile Phones in the sweet spot, providing the company with a tremendous opportunity to reach a hip, active, enthusiastic market on a truly global scale. We look forward to a fruitful relationship with LG now and in the years to come."

Additionally in 2004, LG Mobile Phones will be expanding its action sports sponsorship worldwide to include the LG Action Sports Asian Tour, China, as well as sponsorship of an official LG Action Sports Tour Team.

In addition to the superstars of action sports, the 2004 event will also include Gen Y-focused activities such as an interactive skatepark, pro exhibitions, break-dancing, video games, action sports video premieres, graffiti art, DJs, an Internet lounge, 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, to a variety of smaller competitions, grassroots demonstrations, exhibitions and tours. ASA also produces more than 100 network television programs each year for network television that highlight the world of action sports and its athletes. For more information visit the ASA website at www.ASAevents.com or contact Rick Bratman at (310) 823-1865 x303.

About LG Electronics

LG Electronics, Inc. (066570KS) was established in'58 as the pioneer in the Korean consumer electronics market. The company is a major global force in electronics and information and communications products with more than 64,000 employees working in 76 overseas subsidiaries and marketing units around the world. With annual total revenues of more than US $16.9 billion (non-consolidated), LG Electronics comprises three main business companies: Digital Display & Media, Digital Appliance, Telecommunication Equipment & Handset.

The LG Telecommunication Equipment & Handset Company provides total solutions ranging from wired and wireless handsets to telecommunication equipment. The company is a leader in the innovation and development of cutting -edge technologies in next-generation wireless telecommunications and is steadily expanding its global market share in 3G (WCDMA / cdma2000) wireless systems.

LG Electronics goal is to enable the intelligent networking of digital products that will make consumers lives better than ever. For more information, please visit www.lgusa.com

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