The alliance with Harlequins, one of the world's most famous rugby clubs, offers Samsung Mobile the opportunity to connect with its wide and varied fan base. As part of the agreement, Samsung Mobile has use of Harlequins' logo and images, in addition to rights to use the players for the duration of the season for personal appearances or photo shoots.

Mark Mitchinson, Vice-President, Samsung Mobile UK and Ireland said: "Our partnership with Harlequins is a new and exciting venture for Samsung Mobile and gives us the perfect platform to launch a comprehensive, innovative and stylish range of SmartPhones into the B2B marketplace. We're also excited about supporting one of the UK's most successful English rugby clubs and believe that our brand will resonate with their affluent fan base."

Commenting on the deal Mark Evans, Harlequins Chief Executive Officer, said: "Harlequins Rugby Club has grown very quickly over recent years. We own our own stadium, have some of the best young talent in the game and are a growing business on and off the field. Our relationship with Samsung is a great partnership between two organisations whose strengths and ambitions complement each other perfectly. We're delighted to welcome Samsung on board as they join our prestigious group of sponsors."

In addition to this latest agreement, Samsung is also a TOP partner (The Olympic Partner Programme) of the Olympic Games until 2016 and main shirt sponsor of Chelsea Football Club until the end of the 2012/2013 season. Samsung and Chelsea also won 'Best Integrated Sport Marketing Campaign' in 2008 at the prestigious Sports Industry Awards, recognising a well-executed campaign that has delivered significant brand awareness, considerable return on investment and a strong association between the two brands. Harlequins won same award in 2009 for the Big Game held at Twickenham Stadium when they attracted 50,000 spectators to the Guinness Premiership fixture against Leicester Tigers.

About Samsung Mobile UK
• Samsung Mobile division manufactures and markets a wide range of mobile telecommunications products across pre-pay and post-pay markets, in both the consumer and business segments.
• Samsung mobile phones are divided into six major categories - Style, Infotainment, Multimedia, Connected, Essential and Business and is headed up by Vice President Mark Mitchinson.
• The Mobile division is part of Samsung Electronics Co., Ltd. a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2006 parent company sales of US$63.4 billion and net income of US$8.5 billion.
• For more information, please visit www.samsungmobile.co.uk