Cricket has always been LG’s mantra. Earlier in 2001 LG had enter into a sponsorship agreement with the ICC and has now decided to renew its sponsorship with the cricketing body for another seven years (2008-15). In 2005, LG and ICC got together for the LG ICC Test Championship, the LG ICC One-Day International Championship and the first ever official player rankings, the LG ICC Player Rankings. Mr. Moon B Shin, Deputy MD, LGEIL had said then, that “in terms of cricket LG’s commitment to the game extends far beyond mere ads and sponsorship’s; we are truly committed to the development of the overall quality of the game in the long run.”

Mr. Shin is more than happy now that their commitment to cricketing body has been extended. "Cricket is more than religion in India and we being one of the largest consumer durables companies in the country will like to associate ourselves with cricket, now we are extending the sponsorship of the cricket to 2015," he is quoted as saying.

However he did not reveal any financial details of the sponsorship deal, saying it is confidential. "Cricket is one such sport where the entire country cheers for them. We are keeping the brand image of LG in mind and would like to associate us with the game in future also,” he said.

“Association with cricket has helped us becoming a popular brand in India and further it would also help in maintaining the leadership position in India,” he further added. He believes that these associations will also help improve sales of their LCDs and mobile handsets.

"LCDs and mobile handsets would be our growth engine in future and to promote these products, we would invest Rs 40 crore on promotions during the forthcoming ICC T20 cricket world cup," he quoted.

On being asked why LG India is taking the lead in this sponsorship deal rather than LG Global, LGEIL Chief Marketing Officer Lakhsmikant Gupta said, “Seeing the potential of cricket in India our head office has directed us to go ahead and negotiate with the cricket body.”

LG has been in the Indian Market for the past 12 years, and has been associated with the ICC since 2002.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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