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.
