CASE STUDY­ SAMSUNG­CHELSEA SPONSORSHIP 1. BACKGROUND
Samsung Electronics , a flagship company of the Samsung group is a worldwide leading consumer electronics brand, founded in 1938 in South Korea a major Korean­based manufacturer of mobile phones, telecommunication systems, semiconductors, TVs, and home appliances. With its innovative technology, unique design, usability and added­value, Samsung Electronics has contributed to today's digital revolution, and continues to release new products that not only meet current customer needs but also forecast future demand, leading the global digital market. It has also been actively participating in corporate social responsibility activities through sports event sponsorship to getting closer to customers. Samsung is one brand that has remained consistent with its brand focus. The brand is synonymous with sports till date.The phenomenal growth of Samsung as a global sports brand is due to its position as an Olympic sponsor. Samsung signed up as of the main Olympic sponsor and has been a senior sponsor of every winter and summer Olympics since then, from the Olympics, Samsung formed a partnership with English Premier League side, Chelsea. Samsung being passionate about football have been connecting with fans all over the world, with the belief that sport plays a unique role in unifying people. Samsung became the Official Club Sponsor of Chelsea Football Club from 1 June 2005 in a five­year deal ­ 50m agreement – the biggest in Premiership history ­ giving Samsung exclusivity with Chelsea in product categories such as mobile phones, a­v, white goods and IT equipment. The agreement was signed at Stamford Bridge, Chelsea's stadium, by In­Soo Kim, Samsung European President, and Peter Kenyon, Chelsea FC's chief executive at the time. It was the biggest ever sponsorship deal signed by Chelsea and the second largest by Samsung after its sponsorship of the Olympic Games. The logo of ´Samsung´ now appears on the famous Chelsea shirts. Peter Kenyon said at the time: 'We are absolutely delighted to have Samsung as our new official club sponsor. The company is one of the world´s largest brand names, and we are excited about what it can offer Chelsea.Samsung has a key part to play in the future global development of Chelsea and we believe we can play a similar role for it in its strategic aims. There is a great synergy between the two brands in terms of recent dramatic growth and success, levels of performance and market targets.' Samsung’s sponsorship of Chelsea Football Club is in line with the company’s firm belief in responsible corporate citizenship and global friendship through sports, while also playing an important role in elevating Samsung’s brand recognition in major international markets. The lucrative five­year deal with the mobile phone and electronics giant earned Chelsea a staggering £50 million over the course of the agreement.Samsung sponsorship of Chelsea Football Club ,an extension to its 8­year association with the European Champions, meaning that by 2015 it will have been the club's main sponsor for ten years, the longest­serving shirt partner in the FA Premier League.The sponsorship deal was signed in 2005 ,June 1 and then extend the initial deal from 2010 to 2015.Samsung took up an option to renew its £15 million ($23.9 million) shirt sponsorship with Chelsea through 2015.The renewal of the partnership was a significant step forward on the original deal. More generally it reaffirms Chelsea's position in the