[The Chosun Ilbo, December 3 2007] Sports Marketing Going From Strength to Strength

Already Chelsea FC’s football aces all bear the logo “Samsung Mobile” on their chests, but in August next year, Samsung Electronics plans to change that to just “Samsung” to maximize brand recognition for all its electronics products.

That means Samsung Electronics will also shoulder the sponsorship fee that had so far been the responsibility of its mobile division, which supports the club with W20 billion annually (US$1=W922). “Samsung seems to have made the decision to make full use of Chelsea’s brand power because the team is showing a strong performance befitting its premier reputation,” an IT industry insider explains.