Hockey Canada, Samsung Electronics Canada Announce Marketing Agreement
October 6, 2006

Hockey Canada and Samsung Electronics Inc. have teamed up for a four-year agreement that will see the electronics company become an international marketing partner of Hockey Canada. Through this strategic relationship, Samsung scores exclusive promotion rights in the consumer electronics category, as well as full event sponsorship benefits at all Hockey Canada-hosted events.

“Hockey is such a predominant aspect of Canadian culture and, year after year Hockey Canada delivers some of the sport’s premium events,” said Benjamin Lee, president of Samsung Canada. “As a major supporter of sporting events around the globe, Samsung is thrilled to now be partnering with Hockey Canada and becoming part of the upcoming many major events as we prepare to host the world in Vancouver in 2010.”

The new agreement includes six national events per year – TELUS Cup, RBC Royal Bank Cup, Esso Women’s Nationals, World Under-17 Challenge, Women’s Under-18 Championship, and the World Junior A Challenge – and a minimum of three international events – 2006 Four Nations Cup in Kitchener, Ontario, 2007 World Women’s Hockey Championship in Winnipeg and Selkirk, Manitoba, 2009 World Junior Hockey Championship in Ottawa, Ontario, and all national team pre-tournament events hosted by Hockey Canada.

Scott Smith, Hockey Canada’s Senior Executive Vice President, feels this agreement will have definite benefits for both groups.

“Samsung Electronics has become a brand that is synonymous with the best in sports. Hockey Canada is elated to have Samsung join our family of corporate partners,” Smith said. “This new relationship will bring great value to our programs and events while providing Samsung with a great opportunity to interact with thousands of hockey fans across the country.”

Along with this partnership, Samsung Electronics has sports marketing deals with five of the six National Hockey League teams and, through its Four Season’s of Hope charitable program, Samsung has partnered with hockey legend Wayne Gretzky to help raise awareness and funds for the Wayne Gretzky Foundation and the Canadian Ski Council.

About Samsung Electronics Canada Inc.
Samsung Electronics Canada, Inc. (SECA), a wholly owned subsidiary of Samsung Electronics Co., markets a broad range of award-winning, advanced digital consumer electronics, information systems and telecommunications products. SECA oversees the Canadian operations of Samsung's Consumer Electronics Division, Information Technology Division, Wireless Terminals Division and Digital Appliance Division. Samsung Electronics Co., Ltd is proud to be a global TOP Olympic partner of the Olympic Games as Wireless Communication Equipment Provider and a co-sponsor of the Olympic Torch Relay, having first become a worldwide Olympic Sponsor in 1997. For more information, please visit

For more information:

Lisa Dornan
Director, Communications
Hockey Canada
403-777-4557 / 403-510-7046 (mobile)


Morgan Bell
Coordinator, Media Relations
Hockey Canada


Esther Madziya
Coordinator, Media Relations
Hockey Canada


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