Samsung supports spokesman

SEOUL: Korea's largest credit card company has thrown its support

behind its embattled spokesperson, Guus Hiddink, the Dutch-born coach of

the Korean national soccer team.

Samsung Card is feeling the effects of Hiddink's poor performance - the

company recently signed the coach to an exclusive sponsorship contract,

reportedly worth one billion won (US$7.7 million), to appear in a

series of TV commercials over the next two years.

The first spots were filmed in May at Seoul's Chamsil Stadium and

featured the taciturn coach glaring at the camera while promising to do

his best and not to let Korea down.

However, Hiddink failed to keep that promise on August 15 when the

Korean national team was trounced 5-0 by the Czech Republic in a

friendly match.

The loss comes on the heels of a miserable showing by Korea in the

Confederation Cup tournament in June, just a year before Korea is

scheduled to host the 2002 World Cup along with Japan.

Following the loss to the Czech team, local papers had carried articles

saying that Samsung was planning to pull the ads because many viewers

were switching channels at the sight of Hiddink.

Samsung Card said it would continue to air the spots.

"Emotions run high after a loss," said Lee Jung-un, a spokesperson for

Cheil Communications, which created the campaign.

"But Hiddink will remain one of the top figures in Korean sports for

some time to come."

At least until 2002, anyway.