Jul 01, 2010 at 01:02 PM
written by Bloomberg BusinessWeek

LG Seeks Sponsorship Deals to Balance Formula One’s Male Appeal

LG Electronics Inc., the world’s third-biggest phone maker, may unveil one or two new global sponsorship deals to attract more female clients and build demand for phones, televisions and home appliances.

The partnerships would come in the next two to three years and could involve music, theater, film, or sports such as tennis, Chief Marketing Officer Dermot Boden said in an interview in London. LG currently sponsors cricket, Formula One auto racing, and U.S. college basketball.