“We are ordinary people who sometimes do unusual things.”The phrase corresponds to Jaime de Jara OMS, president of LG Electronics Iberia, one of the many subsidiaries of the Korean parent company and a leader in terms of technology applied to sports and specifically to Spanish football stadiums. The Metropolitan was his cornerstone in this regard, in fact Tomorrow a new agreement is being presented that among other things will add the sky bar, the rollers on the main facade or the screens in the locker room tunnel to the existing facilities (Tape board, three video signs, more than 1800 screens in common areas…), But also its best offer to reach agreements with several other clubs that are opening or upgrading their venues.
Thus, the arena is realy in San Sebastian, which adds air conditioning to all audiovisual contributions (two video signs, a tape panel, more than 800 screens, a gaming area…). But also the ‘new’ Santiago Barnabas ERMO has common areas, restaurant areas (special reference to the sky bar), VIP boxes and the Real Madrid museum. And the fiefdoms of Osasuna, Mallorca (including sport bar), Villarreal, Sporting, Elche, Espanyol, Celta (the first video tag and agreement was made for Ciudad Deportiva), Betis, Seville, Almeria… More advanced negotiations for the renovation of two more stadiums, as well as being present at several tenders for the 2030 World Cup that Spain will participate in organizing. With Luis Guerra, head of corporate relations and special operations as well as a former football player, as the key that opens many of those doors.
LG has been a lucky Gold Star for a long time. Lucky Goldstar was the new name, in the 80-ies of the last century, adopted by a group that included Lucky, a leading chemical company in Korea, and Goldstar, a leading electronics company in Korea. The passage of time also brought the corporate identity provided by the color red, the logo that turned the two letters in question into an eye-winking smiley face… The motto is ‘life is good’. “At LG Electronics, we believe that a good life is to enjoy all the precious moments to the fullest, such as preparing a meal for a loved one, watching a live sports match with friends, spending time relaxing or driving to a new destination,” he notes in this sense.
Because, if life is good, ” it should be reflected in our products, communications and services as a promise, not as a simple slogan, and we should spread it in people’s lives, in communities… And in the environment as our faith.”Another key concept regarding the company was presented there: sustainability based on the “smart green” movement, which already has more than one five-year track and Three areas of work have been developed: ‘smart green trees’, with the aim of planting 48 million trees in Spain (one per inhabitant); ‘smart green bees’, which wants to restore the Iberian bee population ; and ‘smart green seas’, which aims to restore the Mediterranean thanks to oceanic Posidonia. “We made a decision not to be part of the problem, but of the solution,” explains Jara Ermes.
LG, on the other hand, is an “ongoing commitment to the values of sports”, because “To reach the top of the podium requires hard work, effort, dedication, competitiveness, camaraderie, sportsmanship, fair play, perseverance, humility, overcoming, self-confidence, concern for others and, above all, passion for what you do”. In this way, the company is understood as”a team of people who train to the maximum every day to improve the lives of those around them through technology and innovation”.
The concept of responsibility is also important. Therefore, to ensure the quality of the product, the aforementioned logo is insisted on appearing on all screens. It’s a brand image, of course, but “commitment means that everything works in front of 70,000 people.”For the rest, She also tries to attend minority sports such as American Football (Black Devils). For the rest, although there is no public location for this example, LG is among the companies that stopped sponsoring the big football team based on the disputes caused by Rubiales and, above all, it was known that he received a commission for each new contract with a sponsor.
In fact, the LG headquarters itself, located just three kilometers from the football city of Las Rosas, is not only an authentic Museum of technology, but also a constant tribute to the sport. Hence the employee gym, Hence, the tour allows us to think again about the campaigns in which David Villa, Pepe Reina, Manolo Sanches, ochims or Martin took part in ushkuiz, Hence the shirt signed and customized by Vicente del Bosque (brand reference for years). Moreover, the number of awards received in recent years is impressive.
In addition to football and the already mentioned cooperation, LG also has a presence in tennis through the Rafa Nadal Academy in Manacor, which it presented as an official resource: giant outdoor LED displays, solar energy, laptops, touch screens for classrooms… “New technologies help in education , because they are tools that make children more interested in the development of the classroom and that we have more tools available for training.”Summed up at that time Anthony bauçá, one of the teachers. As for basketball, an agreement has been concluded with the Roig Arena (47,000 square meters of built-up area), which will be the home of the Valencia team, while negotiations are also underway with Baskonia and Fuenlabrada For the audiovisual renovation of the wards in question.
So the whole leadership of the sector (another project is the Museum of legends in LaLiga), beyond mentioning that Metropolitano was and still is. “It is an honor for LG to work together with Atletico again on this project, the most ambitious we have developed so far in the sports field,”said De Jara Ochs. “LG is the best possible partner to raise the level of audiovisual experience for all spectators who come to the stadium and the future sports city”, Venecita ochscarmayo, general manager of ingresos & operaciones Rojiblanco. Well, that’s all: ‘life is good’. There is no better picture…
Hanok Kori to ratify agreements
LG opened the doors of the new Hanok House last June , a sustainable house with artificial intelligence, designed according to the traditional Korean architectural style and equipped inside and out with the latest developments achieved by the company, such as AeroThermal and air conditioning solutions as well as devices with maximum efficiency that facilitate local self-sufficiency through clean energies. “We want to make this place a meeting point where we can convey an important message that allows us to get closer to the most influential people and entities in our country,”explained Jaime de Jara Ooms. Indeed, a significant part of the agreements with football clubs is closed by meetings in Hanok, located outside the company’s headquarters.
