Blue is the colour for Samsung

Mobile phones

It is hokey cokey time in Premiership football sponsorship. After Arsenal nabbed Chelsea‘s sponsor, Emirates, the Blues have now bounced back and pinched one of Arsenal’s key sponsors – Samsung. As from next season the Korean company’s logo will feature on Chelsea’s shirts in a deal which is apparently the biggest ever sponsorship deal signed by Chelsea and the second largest by Samsung after its sponsorship of the Olympic Games.

The deal, which should ensure that Arsenal and Tottenham fans ditch their Samsung phones in their thousands, lasts for five years.

Press release on turn

Chelsea Football Club announces

Samsung Electronics as Official Club Sponsor

London, U.K. – April 25th, 2005 –

Chelsea Football Club is delighted to announce Samsung Electronics Co. Ltd as its new Official Club Sponsor.

The agreement was signed today at Stamford Bridge, Chelsea’s stadium, by In-Soo Kim, Samsung European President, and Peter Kenyon, Chelsea FC plc Chief Executive.

The five year deal, which starts on June 1, 2005, is 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 Mobile’ will appear on the new Chelsea Centenary shirts for the first time on its pre-season tour this summer.

Chelsea Chief Executive Peter Kenyon said: “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.

“As a company it has already shown a strong commitment to sport through sponsorship of the Olympic Games and in football through its ownership of Suwon Bluewings, the champions of Asia. We look forward to a long and fruitful relationship.”

The agreement gives Samsung exclusivity with Chelsea in product categories such as mobile phones, AV, white goods and IT equipment.

“Samsung and Chelsea Football Club are organisations with a huge presence in their respective global markets,” said In-Soo Kim, President & CEO of Samsung Electronics Europe.

“Samsung is already a leading global brand in digital technology and is enjoying dramatic growth in Europe, success that is being replicated by Chelsea’s impact in the UEFA Champions League and the English Premiership.

“Chelsea is making its mark on the world stage as one of the rising stars of football, and the association with the club will not only help drive and enhance Samsung’s image on a global scale but also allow us to get even closer to our customers. Samsung is an equally ambitious company, and we are looking forward to sharing that drive and momentum to build on our success and boost brand awareness.”

In-Soo Kim added: “Chelsea Football Club has a stylish heritage that is reflected in Samsung’s passion for design and innovation. Samsung has highlighted its leadership in mobile and therefore has chosen this to appear on the Chelsea shirt. Samsung Mobile is already a leading brand globally. I am convinced that the association with Samsung Mobile will create a positive spill-over effect for other product categories.  We will be undertaking a range of marketing activities to support this partnership and will look to strengthen the value of both brands as well as drive product sales on a global scale.”

Chelsea Football Club Manager and First Team Coach, Jose Mourinho, was also present at the announcement, and posed for photographs with In-Soo Kim and Peter Kenyon, as was Chelsea’s Business Affairs Director Paul Smith, who made the opening press conference address.

Paul Smith said: “Our relationship with Samsung is the next, and very important step, in the Chelsea business plan of working with global, blue-chip partners at every level.

“In the last two years Chelsea’s UK fan base has increased by 300 percent to an impressive 2.9 million. Worldwide, the fan base is approaching 20 million. That represents amazing growth. The Chelsea brand is seen as dynamic, cosmopolitan and successful which represents an attractive platform for our partners.”

Sponsorship activities between Chelsea and Samsung will run in the UK and across Europe, Asia as well as in North and South America. This will drive further sales and marketing activities, starting with Samsung’s Mobile division.

Samsung will promote the company’s expertise in telecommunications and digital convergence, and grow its position in Europe as leading design and development for consumer technology.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2004 parent company sales of US$55.2 billion and net income of US$10.3 billion. Employing approximately 123,000 people in 93 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business.

Recognized as one of the fastest growing brands, Samsung Electronics is the world’s largest producer of colour monitors, colour TVs, memory chips and TFT-LCDs. For more information, please visit
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