LG to sponsor Dubai Desert Classic tournament

The company maintains its position as the website and audio-visual sponsor of the US $2.2 million event to be held at the Emirates Golf Club, Dubai, from March 3-6. Under the agreement, LG will provide air conditioners and televisions to be used during the event besides supporting the event website - www.dubaidesertclassic.com - that will include all the latest news, an up-to-date players list and the facility to book online tickets. The website will also carry a link to LG Electronics' website www.lgegulf.com.

"LG is honoured to be a part of the Dubai Desert Classic which brings great excitement to golfing fans across the Gulf," said C H Lee, President, LG Electronics Gulf FZE. "Our customers are passionate about golf so we are delighted with our association with this tournament. LG believes in supporting links with sporting events throughout the world, we are the official sponsors of the Iraqi national football team, golf is a addition to our sports marketing portfolio."

LG's plasma display panels (PDP) will relay action from the tournament throughout hospitality chalets. The company has actively supported the evolution of golf in the region; it was a sponsor of the Desert Classic tournament in 2003 and 2004. LG also has a long relationship with the UAE Golfing Association and has provided numerous plasma screens that are installed at the leading golf clubs in Dubai, now regarded as one of the world's fastest emerging golf destinations, and Abu Dhabi.

LG is committed to sports sponsorship and believes it is a vital element in its marketing strategy, a perfect way to connect with its customers and share their passion. For the next two years, LG is the official sponsor of both the Iraq national football team and the country's Olympic team. Other activities include organising high profile soccer tournaments around the region.

"We believe that sponsorship is one of the best ways to integrate with our consumers. It allows us to share and support their interests and to build a personal relationship with them," said Lee.