[Article_Kim Kiwan] “Global Brands in a Fierce Battle for Uniform Sponsorship” – EToday, September 2013

You can find an article featuring Advisor Kiwan Kim of Bonne Clef, who, at the time as Executive Vice President and Head of Global Marketing at LG Electronics, participated in the signing ceremony with Son Heung-min’s team, Bayer Leverkusen of the German Bundesliga.

Strategic partnerships such as LG Electronics with Leverkusen and Samsung with Chelsea have contributed to enhancing brand image and global recognition.

이투데이 차상엽 기자

▲ On August 30, LG Electronics held a signing ceremony with Bayer Leverkusen, the German Bundesliga club where Son Heung-min played. In the photo, Kim Kiwan (left), Executive Vice President and Head of Global Marketing at LG Electronics, Son Heung-min, and Wolfgang Holzhaeuser, Managing Director of Bayer Leverkusen, pose with a jersey featuring the LG logo. (Photo courtesy of LG Electronics)

LG Electronics Launches Global Sports Marketing Campaign with Bayer Leverkusen Sponsorship

On August 30, LG Electronics held a signing ceremony with Bayer Leverkusen, the German Bundesliga team featuring Son Heung-min, to announce its new sponsorship deal. During the match against Schalke 04, Leverkusen debuted a new uniform featuring LG’s flagship smartphone brand, G2. The deal marks LG's official entry into top-tier European sports sponsorship.

Previously sponsored by American company SunPower, Leverkusen sought a new partner following the end of their contract. LG stepped in with a 3-year deal worth €15 million (approx. ₩21.8 billion), including €5 million per year, a competitive figure in the Bundesliga sponsorship landscape.

As Leverkusen competes in both the Bundesliga and UEFA Champions League this season, the partnership offers significant global exposure for LG. Advertising rights at the BayArena and on various marketing platforms were included in the deal.

Kim Kiwan, then Executive Vice President and Head of Global Marketing at LG Electronics, remarked, “This sponsorship will significantly boost our marketing efforts for the G2 in the region. We aim to create powerful synergy by collaborating with world-class clubs and athletes.”

This move continues LG’s proactive global sports marketing strategy. In 2013, the company also sponsored Major League Baseball teams such as the Los Angeles Dodgers and Cincinnati Reds, home to Korean stars Ryu Hyun-jin and Shin-Soo Choo, respectively.

Compared to SunPower’s previous €6 million deal, LG’s contract is considered both cost-effective and strategic. Leverkusen was also able to recoup the €10 million transfer fee paid to acquire Son Heung-min from Hamburg, effectively offsetting costs through the LG partnership.

The article also compares LG’s deal to other major sponsorships:

• Bayern Munich – €25 million/year (Telekom)

• Schalke 04 – €17 million/year (Gazprom)

• Borussia Dortmund – €10.5 million/year (Evonik)

Meanwhile, Samsung has been sponsoring Chelsea FC since 2005, initially as Samsung Mobile and later under the Samsung brand, with a deal reported at £50 million over five years and currently worth around £13.8 million/year.

Such large-scale investments are justified by immense media exposure and branding returns. Top clubs play up to 60 matches per season, broadcast globally, offering sponsors unmatched visibility. Studies estimate that Samsung’s sponsorship of Chelsea brings in over ₩65 billion (approx. $48 million) annually in advertising value alone—excluding intangible brand enhancement.

Even FC Barcelona, which had never featured a commercial sponsor on its kit in its 114-year history, entered the market by signing Qatar Airways as its first jersey sponsor, earning $45 million/year.

This global trend reflects the intense competition among corporations for jersey sponsorship rights, driven by the immense branding power of elite football clubs.