MANILA, Philippines - LG Electronics (LG), a global leader and technology innovator in consumer electronics, recently signed an agreement to become a global and technology partner of Formula 1.
As part of this top level alliance, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of Formula 1(tm). This multi-year agreement between LG Electronics and F1 runs from Jan. 2009.
“Formula 1(tm) represents the absolute peak of technological innovation and style, which is also our vision for the LG electronics brand,” said Dermot Boden, chief marketing officer (CMO) of LG Electronics. “We feel that the excitement and electricity of F1 is unmatched by any sport, and we feel that same passion and energy here at LG.”
“LG is a leader in its field. It pioneers cutting-edge technology, delivering innovation and excellence in a stylish package, which is what Formula 1(tm) is about, too,” said Bernie Ecclestone, chief executive officer of the Formula One Group. “We have so much in common. I am very excited to begin our association and look forward to the technology solutions they can bring to us also.”
As the official data processor of Formula 1, LG will be identified and credited on the official live timing service at Formula 1(tm) events and in the associated timing and data TV graphics. They will also enjoy a comprehensive package of premium marketing rights worldwide in association with the Formula 1 brand.
Boden added, “In today’s economic climate, all organizations need to be strategic with their expenditures. Here at LG we can think of no more important investment than our brand. After having carefully researched marketing and sponsorship opportunities, I am confident that this exciting partnership will best highlight and enhance the profiles of both global organizations over the long term.”