LG heavily invests in its brand with Formula One sponsorship

LG hopes Formula One brand will reconnect consumers with the LG brand

LG will attempt to re-brand itself by forking out on a five-year Formula One sponsorship deal. Dermot Boden, LG’s chief marketing officer said: ‘It is a hefty investment for our brand.’

The deal will make LG one of the sponsors for the entire sport, largely increasing its marketing spend even in the economic downturn.

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