Samsung is to sponsor the India team that will travel to November's Asian Games in China.
In addition, the Korean electronics giant will fund scholarships for ten top athletes across the 42 sports in order to fund their preparations for the event.
J S Shin, the president and chief executive of Samsung South West Asia, said that the success of the company's similar 'Olympic Ratna Programme' in the build-up to the 2004 Athens Olympics and the 2008 Beijing Olympics had provided the impetus to complete the deal. He added: "It has been our continuous endeavour to bring alive the pride and spirit of the Asian Games for our Indian consumers. Over the coming few months, we will continue to organize Asian Games related events in India to build interest and support for the Asian Games and the Indian team."
Indian Olympic Association president Suresh Kalmadi praised Samsung's continued commitment to the Indian team, and expressed the hope that the scholarship programme would yield a "richer medal tally for the country."
The 16th Asian Games will take place in Guangzhou from 12th to 27th November.