LG Electronics, sponsors of the ICC and the official timing partner of Formula One, will continue to serve as the title sponsor of the FIS Snowboard World Cup.

The company has signed an extension of its agreement with the International Ski Federation (FIS) which will see it sponsor the competition, now in its sixteenth year. The FIS Snowboard World Cup is carried out in around 20 cities in 15 countries and broadcast in more than 80 countries.

"FIS is delighted to further build this partnership with LG Electronics in support of the FIS Snowboard World Cup," commented FIS president Gian Franco Kasper. "Based on the significant success during the first season of our cooperation, we look forward to helping LG reach an even larger audience among its target group, both on-site especially at the city events around the world and through the media of their choice."

Andrew Barrett, vice president of global sponsorship for LG Electronics, added: "LG is excited to announce that we are extending our sponsorship of the LG FIS Snowboard World Cup for a second season. In our first year we saw great returns for our investment with FIS, and our markets around the world saw our association with snowboarding as an ideal platform to engage with stylish and technologically advanced consumers. We are particularly excited about the 2009/10 season and the opportunities that exist with snowboarding – and winter sports in general – in Korea."