Samsung and the IAAF Create New Global Partnership

MONTE CARLO - Three-Year Agreement Begins with World Championships in August in Berlin, Extends Through 2010 in Qatar and 2011 in South Korea

Samsung Electronics and the International Association of Athletics Federations (IAAF) today announced a new three-year agreement, naming Samsung an Official IAAF Partner. Samsung is also appointed the IAAF’s official equipment provider in the categories of Wireless Communications and Audio/TV/Video.

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The new marketing partnership will span the World Championships in Berlin in August this year; the 2010 World Indoor Championships in Doha, Qatar; and the 2011 World Championships in Daegu, South Korea.

Additionally, the Samsung and IAAF partnership encompasses the IAAF Continental and National Championships programs during the three year agreement.

“We are delighted to welcome the IAAF to our elite roster of global sports marketing partners,” said Gregory Lee, Chief Marketing Officer of Global Marketing Operations, Samsung Electronics. “Athletics help to unify cultures and inspire new levels of personal achievement - the very qualities that Samsung seeks to realize in our constant pursuit of innovation and passion for excellence.”

Sangheung Shin, President of Samsung Europe, joined IAAF President Lamine Diack near IAAF’s headquarters in Monte Carlo for the announcement.

The new IAAF partnership expands the range and quality of Samsung’s European and global sport platforms, which in the last two decades have encompassed dozens of engagements, including ongoing support of the Chelsea football club, and a TOP partnership with the International Olympic Committee through 2016.

The IAAF partnership also reflects Samsung’s increasing commitment to the EU, the company’s largest market. In 2009 alone Samsung is launching several new cell phone portfolios in the EU and UK, following the introduction of breakthrough LED flat screen TVs earlier this year.

“This new agreement has great significance. It demonstrates the fundamental strength and value of the sport of athletics,” said Lamine Diack, IAAF President. “It’s especially gratifying that our partnership with Samsung supports not just the IAAF, but also our Area associations and Member Federations in a direct manner.”

At the 2009 World Championships in Berlin, Samsung will feature the Samsung Digital Gallery, a full scale interactive event program enabling athletes, spectators and media to engage with the latest technologies in LED TV, Mobile Phones and Digital Cameras.

Samsung’s commitment to the IAAF reflects the company’s broad investment in building a sustainable society - one that balances increasing reliance on technology with equally robust efforts to promote health and physical fitness. Overall, the IAAF’s activities embody Samsung’s corporate values of fair play, passion for excellence, and building of mutual understanding across different languages, cultures and geographies.

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 150,000 people in 134 offices in 62 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 www.samsung.com.

Source: Samsung Electronics Co Ltd

Contact: JM Yoon, Samsung Electronics Co.,Ltd., Tel: +82-31-277-8043, Email: jm927.yoon at samsung.com; Richard S. Cho, Samsung Electronics Co. Ltd., Tel: +82-10-4940-7496, Email: sangmuk.cho at samsung.com