LG, nouveau partenaire de la Formule 1

LG Electronics a annoncé avoir trouvé un accord avec Formula One Group et deviendra à partir de Janvier 2009 le Sponsor Officiel de la Formule 1 ainsi que son fournisseur technologique (dans la catégorie Consumer Electronics, Mobile Phone & Data Processor). Lgf1phone

Avec ce deal, LG bénéficiera des droits marketing de la F1 pour une durée de 5 ans et sera en charge de "l’official live timing service" durant les courses et de fournir les graphiques de données et de chronométrages aux diffuseurs TV.

Afin de profiter de ce partenariat au plus vite, LG devrait lancer un téléphone portable qui permettra à ses utilisateurs de regarder la TV en HD…

"La Formule 1 représente ce qui se fait de mieux en termes d’innovation technologique et de style, ce à LG Electronics aspire" déclare Dermot Boden, directeur marketing de LG Electronics. "Nous croyons que la Formule 1 est inégalé à l’heure actuelle car ce sport procure de telles sensations de joie, d’excitation et nous sommes animés par cette même passion et énergie au sein de LG". Bernie Ecclestone, CEO du Formula One Group se réjouit de cet accord car "LG est un leader dans son domaine, car il est un précuseur en terme de nouvelles technologies, capable d’être à la fois innovant et excellent tout en gardant son style propre, ce qui est l’essence de la Formule 1. J’ai hâte que notre association démarre et de voir toutes les solutions et l’apport technologique que peut apporter LG à la Formule 1".

Même si ce partenariat démontre une nouvelle fois l’engagement du Formula One Group à développer sa présence sur le marché asiatique (LG Electronics est une marque coréenne), ce dernier serait actuellement en train de créer un programme global de sponsoring similaire à celui du CIO ou de la FIFA, à savoir avoir un nombre restreint de partenaires mondiaux qui profiteraient des droits marketing des événements sur tous les territoires.

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