Samsung signs Canada legends for Olympic campaign

Samsung, a major sponsor of the Vancouver 2010 Winter Olympic Games, has signed endorsement deals with a number of Canadian star athletes in advance of the Games.

Samsung, a major sponsor of the Vancouver 2010 Winter Olympic Games, has signed endorsement deals with a number of Canadian star athletes in advance of the Games.

Heading Team Samsung is Wayne Gretzky, the now-retired former ice hockey star. Gretzky's professional career, which lasted more than 20 years between 1978 and 1999, saw him universally hailed as the greatest player ever. Following his retirement he served as executive director of Canada's gold medal team at the 2002 Winter Olympics.

"It's an honour to lead Team Samsung as the Olympic Games returns to Canada in 2010," said Wayne Gretzky. "As part of Team Samsung, I know the company is truly dedicated to sports and mobile phone technology. Through the power of its innovative wireless technologies, I expect Samsung will link fans around the world to the Games so we can experience the excitement together."

Other key members of Team Samsung are Hayley Wickenheiser, who has won two gold medals and a silver medal in her previous three Olympic Games, and Jarome Iginla, the Calgary Flames captain and all-time leader in goals, points, and games played. Iginla and Wickenheiser will star in the company's first-ever Canada-specific television advert.

"We have worked in tough financial times before and there's no way we'd give up on the Games," said Gyehyun Kwon, Samsung vice president of worldwide sports marketing. "We just cut down on the other parts and consolidate to maximise the utility and effect of our sports marketing."