LG Mobile has signed up as the first official partner of Fulham Football Club in a two-year deal worth close to £1m. LG becomes the official mobile handset partner of the club and parent LG Electronics the official consumer electronics provider.
The deal is LG’s second with a Premiership club after it signed a similar partnership with Liverpool earlier this year.
The South Korean mobile manufacturer wants to use football as its main brand-building vehicle and was thought to have been in talks with clubs, including Chelsea and Liverpool, about shirt sponsorship. But Chelsea has since signed with Samsung and Liverpool re-signed with Carlsberg.
The Fulham deal offers LG access to the Premier League’s most affluent supporters, according to a recent fan survey. There is an option to extend the initial two-year term into a third year. LG will also have rights across Fulham’s media properties and the opportunity to showcase its consumer electronics products, which include plasma televisions.
Head of marketing at LG Mobile John Bernard says: “With deals now signed with two of England’s leading football clubs, LG is embracing one of its primary male, technology-adept markets.”