Samsung empowers Middle East's sporting industry through its global expertise and commitment

The company has outlined an ambitious plan to support high-profile sporting events throughout the Middle East. Currently, Samsung is getting ready to kick-off its global running festival, which takes place in Dubai, among other sporting events to be held across the Middle East.

"Sport has been used as a platform to promote world peace and in bringing happiness to humanity. Samsung has been connecting with citizens of the world by supporting sporting events including the Samsung Running Festival, the Olympic Games and the Asian Games. This spirit of sport corresponds with Samsung's corporate philosophy of contributing to humanity worldwide and in the Middle East," said Mr. B.W.Lee, President and CEO, Samsung Middle East and Africa Headquarters.

The first Samsung Running Festival (SRF) was originally conceived in 1995 as part of the celebrations of the fifth anniversary of Samsung's launch in Hungary. The company's efforts were rewarded with the participation of 80,000 Hungarian citizens, and today the Samsung Running Festival has turned into one of the largest sporting events in Central Europe and established itself as a truly global event in which hundreds of thousands people take part from all over the world.

"The support of sporting events is a cornerstone of the company's marketing and communications strategy. While demonstrating Samsung's dedication as a committed corporate citizen, sport plays an important role in elevating brand recognition in the key markets that we operate in," Mr. Lee added.

The Samsung Running Festival 2004 is co-hosted by United Arab Emirates National Olympic Committee, United Arab Emirates Athletics Association and United Arab Emirates Red Crescent. Event expects to attract participation from over 15,000 people from across the Middle East and other parts of the world, making it the largest running festival in Middle East.