Sponsor Spotlight - Samsung Outlines Torch Relay Plans; adidas Leverages Olympics

Samsung to Launch Digital Campaign

Samsung VP and head of global sports marketing tells Around the Rings that the company will launch a digital campaign to complement London 2012’s torch relay.

Sunny Hwang outlined the company’s commitment and support of the relay as one of its presenting partners, including a caravan and digital campaign to be announced soon.

"The Samsung caravan will play music and interact with local communities, encouraging everyone to celebrate the Olympic torch relay," he told ATR.

"There will also be a digital campaign … that will encourage London 2012 to be ‘Everyone's Olympic Games’ as it fans the Olympic Flame and spirit further around the UK and the world."

Hwang added that digital platforms are a key way that Samsung reaches out to consumers.

"As a leading global technology company and a Wireless Communications Equipment sponsor, it’s very natural and important that we engage audiences through a digital platform," he said.

"Digital marketing is a great way to engage a targeted audience, in terms of consumer interest and segmentation."

The Korean electronics giant is a longtime Olympic partner and sponsored the Torch relay for the Olympics in Athens, Torino and Beijing as well as the Youth Olympics in Singapore and Innsbruck.

"Samsung considers sports marketing a vital communications tool for helping people better understand our corporate philosophy and values," Hwang said. "Samsung’s sponsorship of the Olympic Games has always been a part of our long-term strategy to build the Samsung brand globally."

Olympics to Sttengthen adidas Earnings

Adidas hopes to beat last year’s record earnings through the London Olympics.

Chief executive Herbert Hainer said major sporting events like the Olympics and the UEFA Euro soccer championships could allow the company to surpass earnings for 2011.

"We begin 2012 fully energised and fully prepared for another bright year for our group. There is always great buzz and excitement around major sports events, and they don't come bigger than the London 2012 Olympic Games and the UEFA EURO 2012," he said Wednesday during a conference call.

"When the sporting elite take center stage, the pinnacle of adidas innovation accompanies them. This year will be no differentandthrough the power of our product pipeline, marketing strength and point-of-sale execution, we are all set to achieve new records and sustained momentum."

The sportswear giant from Germany revealed Wednesday that its earnings per share grew 18 percent last quarter to a record high of 3.20 euros or $4.19.

TISSOT Supports Table Tennis

Swiss watchmaker TISSOT will be the official timekeeper of this year’s table tennis world championships.

"For the 2012 World Table Tennis Championships, TISSOT is glad to put its skills, knowledge and expertise gained during those years at the disposal of the ITTF, providing them with the latest technology and utmost precision to ensure the accuracy of the results," said the company’s president Francois Thiébaud.

The tournament will be staged in Dortmund, Germany from March 23 to April 1.

Hilton HHonors Marks 100 Days to London

The USOC and its presenting partner Hilton HHonors will kick off a 100-day countdown to the London Olympics on April 18.

In Times Square in New York City, fans can meet U.S. Olympians and Paralympians and watch them participate in various sports including beach volleyball, boxing and gymnastics.

Fans can also take part in interactive sporting experiences like cycling the Olympic course or rowing competitions.

"We are delighted to give Americans a very special experience of what the London Games will be like by bringing Olympic and Paralympic sport, our athletes and the excitement of London to Times Square," said USOC chief marketing officer Lisa Baird.

"This event is all about connecting Americans to our talented athletes as they strive to represent what is best about our country on the world's biggest stage."

P&G Signs on Canadian Athletes

Nine Canadian athletes will represent the brands of Olympic sponsor Procter & Gamble.

The company signed endorsement deals with Adam van Koeverden, Alexandre Despatie, Paula Findlay, Simon Whitfield, Clara Hughes, Priscilla Lopes-Schliep, Annamay Pierse and Christine Sinclair.

P&G already partners with the Canadian Olympic Committee and is supporting hundreds of athletes in the run-up to the London Olympics.

Written by Ann Cantrell .

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