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LG Electronics’ sponsored Premier League Football Club, Fulham FC, is to embark on a pre-season tour of South Korea as part of LG’s global strategy to build brand engagement with consumers both in the UK and Asia.

The tour will further increase awareness of the three year sponsorship deal signed between LG and Fulham FC in May 2007.

Sarah Brookes, head of communications and marketing at Fulham FC, said: “Since beginning our partnership with LG, the club has been actively pursuing opportunities in the Far East and we are delighted that our relationship with LG has encouraged these doors to open for us.

“The Korean tour is indicative of the strength of our relationship with our dynamic and innovative sponsor, and we are excited that the relationship has presented an opportunity for us to embark on a tour. We look forward to visiting Korea as part of our important pre-season preparations.”

The tour aims to enhance both LG and Fulham FC’s global awareness, where two friendly matches against Korean teams, the Pusan Icons (23 July) and Ulsan Hyundai FC (26 July) are expected to draw fans to the stadiums.

In addition to the friendlies, Fulham FC will also host a community training session as part of the promotional tour.

Andrew Warner, marketing director, LG Electronics UK, said, “LG’s sponsorship of Fulham FC and the forthcoming tour are key elements of our global strategy to build brand engagement with consumers both in the UK and Asia.”