LG Electronics has made it its mission to enrich today’s sporting experience by introducing top-of-the line devices that are changing the way people play and get entertained. For instance, LG’s advanced OLED TVs, which have gained acceptance among sports viewers for their unparalleled picture clarity , have received critical acclaim globally, including top awards at the iconic CES 2016 in Las Vegas, where the LG SIGNATURE G6 OLED 4K TV clinched the best TV Product award category.
CES is the world’s largest trade show for consumer technology and is essentially the Grammys of the tech world. Getting an award at the event clearly demonstrates measurable excellence on the part of LG Electronics. This shows that excellence is a part of LG’s DNA. LG is leveraging on this excellence to redesign the sporting experience for fans and athletes all around the world—and not just in markets like North America, but increasingly in Africa as well.
In Kenya, LG Electronics has a vibrant presence and has modified its strategy in the sports market to reflect the major differences between the Kenyan sports and tech market and other mature markets across the globe.
LG Electronics understands that technology is not a substitute for talent, but rather a complement. Accordingly, it has become one the most visible corporate supporters of sporting talent in Kenya, especially in the wonderful sport of football.
Earlier in the year, LG inked a Sh5 million(U.S. $50,000) two-year deal for the 2016/2017 seasons with Sports Journalists Association of Kenya (SJAK) aimed at improving the standards of football in the country by rewarding outstanding performances in the top tier league.
Over the period that the deal will be in force, LG will award the best player each month in Kenya’s top league with Sh100,000 (U.S. $1000)—up 100 per cent from Sh50,000 (U.S. $500) before the electronics manufacturer came into the picture. Also included in the gift package is a 42 inch LG smart TV and a customized trophy.
“We are extremely happy to partner with SJAK in this initiative as we believe our joint action will contribute towards boosting players’ morale as well as maintain and develop interest in the sport across the country,” said Moses Marji, LG Electronics Marketing General Manager.
Kenyans are most widely known for their long distance runners, and its Olympics team will undoubtedly be going for the gold in the hotly anticipated August 2016 Rio Olympics. However, when it comes to football, the country still has some catching up to do.
LG Electronics’ team in Kenya has confronted the challenge of improving football in Kenya head on, and has furthermore, taken the cue from the country’s internationally renowned long distance runners—it is going for the gold medal as well. LG Electronics wants to be the number one corporate supporter of football talent in Kenya, and has pulled ahead of the pack by crafting one of the most well-thought-out sponsorship programs that rewards sporting talent.