LG Becomes Third Platinum Sponsor of Copa America

LG has become the latest global company to sponsor the 2011 Copa America, doing so for the third consecutive edition of the South American international soccer tournament.

The South Korean electronics giant originally sponsored the event in Peru 2004 and later in Venezuela 2007. The 2011 edition will be staged in Argentina and take place between July 1-24.

As part of its global platinum sponsorship agreement, LG has the ability to select the man of the match from each of the tournament’s 26 games as well as the Copa America’s most valuable player.

The deal is believed to be worth a comparable amount to a similar deal done by Santander, which is understood to be worth US$5m.

Lorena Ambrosino, director of marketing for LG Electronics Argentina, said: “This agreement is a demonstration of commitment by LG Electronics to international football. We are thrilled with the sponsorship of the 2011 Copa America and Argentina is very proud to be the host country.

“Today, companies must be more strategic with their investments and we are convinced that one of the best initiatives to improve our brand is by supporting the Copa America, as it allows us to be present in one of the most important events in the region after the World Cup.”

LG’s platinum sponsorship sits along side that of MasterCard and Santander in the highest tier of tournament sponsorship.