The firm will promote its brand at eight global cricket competitions, starting next year, in an agreement that gives it a four-year platform for its range of electrical goods products.
Under the deal with the International Cricket Council, LGE will get global exposure at next year's Cricket World Cup, which begins in South Africa in February. More than 440 million people in 100 countries are expected to watch the tournament, in which Nasser Hussain's England team will take part.
LGE will be allocated World Cup tickets to use in promotions and exclusive rights to use the Cricket World Cup emblem. An in-store promotion will launch shortly for LGE's Direct Drive washing machine range, offering an expenses-paid trip to South Africa.
Further activity promoting the LGE Cyking Vacuum Cleaner and Direct Drive washing machine will launch on radio next month.