By Kim Yon-se
Staff Reporter
Samsung Electronics said on Friday that it will be the sponsor for the ``torch relay'' for the 2008 Beijing Olympic Games after signing a contract with the Beijing Organizing Committee.
This will be the third time that Samsung Electronics has been engaged in the Olympic torch Relay, following the sponsorship for the 2004 Athens Olympic Games and the 2006 Torino Winter Games.
``We are proud of having the honor of carrying the Olympic flame at this historic event,'' said company Vice President Kwon Gye-hyun. ``The torch relay in China will enhance understanding and friendship between Samsung and the Chinese people.''
Samsung is now allowed to select 1,500 torchbearers, use torch relay logos, and hold torch-related marketing events.
The company plans to host a series of events in cities along the torch relay route with a variety of programs and promotional events surrounding its wireless telecommunication products.
Samsung Electronics will also stage a formal launch of its Olympic marketing campaigns throughout China in June with a concert.
The core unit of the Samsung Group has increased its brand value by sponsoring the Olympic torch relays _ it selected torchbearers for relays through 34 cities in 27 countries for the 2004 Athens Olympic Games.
For the 2006 Torino Winter Games, the Olympic torch was carried by torchbearers selected by Samsung through 567 villages, towns and cities in Italy.