LG sponsors London's New Year's fireworks

The sponsorship of the fireworks is aimed at building a greater emotional connection to the LG brand globally. It comes hot on the heels of LG's recent LG Arena and London Freeze sponsorships in the UK.

The display, backed by The Mayor of London, takes place at the London Eye and will be televised across the globe, from the USA and China to Russia and Brazil.

The sponsorship coincides with the LG's global brand campaign currently running across TV, print and online.