LG F1 deal
Multi-year agreement will see LG logo on all live timing screens, and branding across the sport

Korean electronics giant LG has signed a deal to become a Global Partner and Technology Partner of Formula 1. The move, which comes into effect for the 2009 season, will see the company become the official Consumer Electronics, Mobile Phone and Data Processor of F1.

The LG brand will appear on the official live timing service at Formula One events and in the associated timing and data TV graphics.

Announcing the deal in London with Formula 1 supremo Bernie Ecclestone, LG's Chief Marketing Officer, Dermot Boden, said “Formula One represents the absolute peak of technological innovation and style, which is also our vision for the LG Electronics brand.

“We feel the excitement and electricity of F1 is unmatched by any sport, and we feel the same passion and energy here at LG.”

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Ecclestone added that “LG is a leader in its field: it pioneers cutting edge technology, delivering innovation and excellence in a stylish package, which is what Formula 1 is about too.

“We have so much in common, I am very excited to begin our association and look forward to the technology solutions they can bring to us also.”

The 17-race 2009 F1 season starts in Melbourne, Australia on March 29, with a new race in Abu Dhabi later in the season.