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Samsung Eyes Football Boost In New Agency Review

EMEA, Global

Arun Sudhaman 13 Mar 2012

LONDON--Samsung Electronics has put a new $500K PR brief up for grabs, aimed at boosting the brand’s association with football.

The review comes ahead of the UEFA 2012 European Championships later this year. Although Samsung is not a tournament sponsor, the company is hoping to develop a campaign that successfully taps into the passion that football inspires among European fans.

In particular, it is understood that Samsung wants to position its TVs as the best products for viewing football, based on both product quality, and the ability of its Smart TV range to help viewers access social media while watching games.

Accordingly, the campaign is expected to include a significant social media component, and a specific focus on growing sales.

Of Samsung’s rivals, both Sharp and Canon are official Euro 2012 sponsors. Samsung has deals with many European football clubs, notably Chelsea FC.

The company is also a long-term top-tier Olympic sponsor. Last year, it named roster agency A&R to handle its Olympics PR efforts, which will focus on its mobile products.

In addition, it is understood that the PR review for its Paralympic Games sponsorship has restarted, after agencies were briefed last year. Samsung briefs are typically contested by Edelman subsidiary A&R and Weber Shandwick.

Agency presentations are due to take place in the UK later this week.

Samsung representatives did not respond to request for comment as this story went live. 

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