Samsung Electronics and Chelsea Football Club Announce Renewal of Global Partnership

London (ots/PRNewswire) -

- Electronics Giant and Premier League Powerhouse Confirm
Extension of Relationship Until End of 2012/13 Season

Chelsea Football Club and Samsung Electronics are pleased to
announce the renewal of their global partnership for another three
years, extending the relationship until the end of the 2012/13
season.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090715/353759 )

Samsung has been Chelsea's official club sponsors since 2005, and
the new partnership agreement will see a significant deepening of the
mutually beneficial strategic relationship, including additional
rights and opportunities for both parties and allowing the two
organisations to build on their existing success as global marketing
partners.

Chelsea's shirt will continue to feature the Samsung logo.
Samsung will benefit from extensive sponsorship rights including
access to Chelsea players for marketing purposes, and exclusivity in
all consumer electronic products including digital cameras, mobile
phones and IT equipment.

Mr SH Shin, President & CEO of Samsung Electronics Europe, said:
"Our partnership with Chelsea is already highly effective for both
parties; it has raised our premium brand awareness, which has in turn
helped significantly increase our sales and market share in key areas
of our business - especially in the UK where our turnover has more
than doubled in the last five years and we have become increasingly
recognised as a premium brand."

"During the same period, Chelsea has enjoyed significant success
on the pitch along with a 400% growth in their global fan base and a
doubling of their turnover. We believe the expanded partnership will
assist both parties in working together to continue their global
development."

Chelsea FC Chief Executive Peter Kenyon commented: "Our
relationship is far more meaningful than a conventional sports
sponsorship arrangement. While this renewal represents excellent
value for Chelsea it is more than that - it is a true partnership
between two organisations who are both highly successful on the
global stage and whose strengths and ambitions complement each other
perfectly.

"The renewal of our partnership is a significant step forward on
the original deal, and we are pleased to deliver additional rights
for Samsung to use in key areas of their business. We very much
welcome the continued partnership and anticipate mutual success from
the deepening and broadening of our relationship."

"More generally it reaffirms Chelsea's position in the business
and sponsorship market as one of the market leaders in football and
demonstrates that investment at this time is key to growth."

Samsung believes the partnership with Chelsea FC to be a
pioneering relationship that sets a new standard for sports
sponsorships. As global market leaders in their respective
industries, the partnership represents a mutually beneficial
strategic alliance between two organisations who share many common
characteristics - both are forward-thinking, innovative, successful
domestically and on the international stage, and have experienced
impressive levels of growth in recent years.

Samsung is a TOP sponsor of the Olympic Games until 2016, while
the partnership with Chelsea was named 'Best Sponsorship of a Sport
Team' in 2007 and 'Best Integrated Sport Marketing Campaign' in 2008
at the prestigious Sports Industry Awards, recognising a
well-executed campaign that has delivered significant brand
awareness, considerable return on investment and a strong association
between the two brands.

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in
semiconductor, telecommunication, digital media and digital
convergence technologies with 2008 consolidated sales of US$96
billion. Employing approximately 164,600 people in 179 offices across
61 countries, the company consists of two business units: Digital
Media & Communications and Device Solutions. Recognized as one of the
fastest growing global brands, Samsung Electronics is a leading
producer of digital TVs, memory chips, mobile phones and TFT-LCDs.
For more information, please visit http://www.samsung.com

About CHELSEA FOOTBALL CLUB

Chelsea Football Club was founded in 1905 and in recent years has
been one of the most successful clubs in Europe, reaching five of the
last six UEFA Champions League semi-finals and culminating in being
ranked Europe's number one club by UEFA in the 2008/09 season. Since
2004, Chelsea has won two FA Premier League titles, two FA Cups and
the Carling Cup twice. Off the pitch, Chelsea has almost doubled its
turnover to GBP213 million (year end June 30th 2008), increased its
global fanbase to 110m (source: TNS Sport) and secured commercial
partnerships with adidas, Heineken (both 2006), Etihad (2007) and
Thomas Cook (2006, since renewed).

ots Originaltext: Samsung Electronics (UK) & Europe Ltd
Im Internet recherchierbar: http://www.presseportal.de

Contact:
For more information please contact: Brendon Gore, European PR
Director brendon.gore@samsung.com / +44-1932-455686; JM Yoon, Senior
Manager jm927.yoon@samsung.com / +82-31-277-8043; Richard Cho,
Manager sangmuk.cho@samsung.com / +82-2-3780-2872; Steve Atkins, Head
of Media steve.atkins@chelseafc.com / +44-7590-771-849. Photo
Available on request