Samsung’s Sponsorship Reflects Commitment to the Region

Published March 9th, 2010 - 07:32 GMT
Born in prehistory, athletics has evolved to include a hugely varied assortment of athletic challenges for men and women of all ages. Events now include track and field, road running races, cross country races, mountain running and race walking events—all of which share the commonality of thriving on the challenge of one's rivals and the joy of self improvement.
Dating back to the Ancient Greeks, athletics was the only competition to be held in the first Olympic Games which took place in Athens in 776 BC. At that time, the single athletic event was known as the ‘stade,’ a foot race which covered the length of the Athenian Olympic stadium.
The Olympic Games continued to take place in Athens every four years, and over time, more events were added to the ancient games including longer running distances, the discus, javelin, jumping and wrestling. Athletics became more diverse during the Middle Ages when the sons of noblemen were trained in running, jumping and wrestling and there were often athletics contests between rival nobility. In the nineteenth century, the modern events that are familiar in athletics today began to emerge, initially as part of an official physical education programme in schools.
The first modern Olympic Games took place in 1896 where athletics were the key element of the games, and the competition being divided into track and field events. In 1928 further progressions were made when women were allowed to partake in athletics competitions for the first time.
An international governing body of athletics, the International Association of Athletics Federations (IAAF), was established in 1912 which developed a number of international standards, rules and competitions and which has regulated the sport ever since.
Speaking about Samsung’s sponsorship of this year’s IAAF World Indoor Athletics Championships, Marco Vocale, Head of Corporate Marketing at Samsung Gulf Electronics said: “Athletics has been around for longer than most other sports, and having this event to be taking place in the region is a testament to the Gulf’s importance in the world of athletics. This too is a region with important significance for Samsung.”
The relationship between Samsung and the International Asscociation of Athletics Federation started in 2009, when Samsung became the official partner of the World Championships in Berlin, Germany.  The three-year agreement continues to grow throughout the course of this year with the Indoor World Championships in Doha, Qatar and extend into next year with the World Championships in Daegu, South Korea.
Samsung’s commitment to the IAAF reflects the company’s broad investment in building a sustainable society - one that balances increasing reliance on technology with equally robust efforts to promote health and physical fitness. Overall, the IAAF’s activities embody Samsung’s corporate values of fair play, passion for excellence, and building of mutual understanding across different languages, cultures and geographies.
“Samsung’s relationship with sport is one which has been integral to the essence and culture of the brand for many years. After all it is at the very core of our business, which prides itself on brand values such as co-prosperity, change and excellence.  Our sponsorship of this year’s IAAF Indoor Athletics Championships reflects our commitment to the sporting landscape in the Gulf,” he added.
The International Association of Athletics Federation (IAAF) will take place in Doha, Qatar, between the 12-14 March 2010.

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