October 26 - Samsung Electronics has become the Official Sponsor and Technology Partner of the World Rowing Federation, FISA, it has been announced.

The company will begin by sponsoring the 2010 World Rowing Championships, which take place from October 30 to November 7 on Lake Karapiro, New Zealand.

For the next two years Samsung will be Title Sponsor of the Rowing World Cup annual series - currently comprising three international regattas - and an Official Sponsor of the 2011 World Rowing Championships in Bled, Slovenia.

Samsung has acquired a substantial package of rights which includes televised advertising boards and graphic data-inserts in the international television signal of all World Rowing regattas for transmission around the world on many prominent television networks.

Denis Oswald, President of FISA, said: "A valued Olympic TOP sponsor since 1997, Samsung has come to appreciate rowing's unique values and targeted reach.

"In our many discussions over the last few months, it has become clear our sport has a very important part to play in Samsung's global communications strategy.

"I am genuinely proud that one of the world's most successful companies has chosen to partner rowing."

Samsung is already the headline sponsor of the International Assocation of Athletics Federations (IAAF) Diamond League and Premier League champions Chelsea, as well as be one of the main partners of the Olympics and Paralympics.

Gyehyun Kwon, vice president and head of worldwide sports marketing at Samsung, said: "As a global leader when it comes to supporting sport and athletics, Samsung is very proud to sponsor the 2010 World Rowing Championships and the Rowing World Cup.

"Sports sponsorship allows us to connect with global markets and communicate our corporate mission and values and is a key conduit in building brand equity in the minds of consumers."

Related stories
June 2010:
Samsung to sponsor IAAF Diamond League