Bahrain International Circuit (BIC) has signed up AJM Kooheji Group as a new support partner under a strategic initiative involving closer association with home-grown enterprises.

AJM Kooheji Group is best known as the sole distributor of LG consumer electronics in Bahrain.

Under the agreement, AJM Kooheji and LG will get co-branding and promotional opportunities at BIC events, activities and roadshows, reported the Gulf Daily News, our sister publication.

In confirming the partnership yesterday, BIC chief executive Shaikh Salman bin Isa Al Khalifa was joined in a signing ceremony by AJM Kooheji Group director Mohammed Kooheji, chief executive Rohit Raina, and home appliances business division chief operating officer Sanjeev Awasthi.

"Our partnership with LG provides a big boost for BIC, not only as a race track but also as a company," Shaikh Salman said at the signing, held at BIC's Oasis Complex.

"BIC recently enjoyed a major upgrade to its broadcasting network with hundreds of high-definition LG televisions being installed across the circuit, including at the Sakhir Tower and Race Control Tower, the paddock, the lounges and the Media Centre.

"It is through the backing and expertise of companies such as AJM Kooheji Group that BIC is able to host such world-class events at the highest possible standards," he added.

Although there is no time frame for the partnership, the mutual benefits will be available over a two-year period initially, said Shaikh Salman, adding that new LG technology solutions and upgrades would be looked at.

The partnership further strengthens strong relations between BIC and AJM Kooheji Group enabling them to benefit from each other's expertise and top-class services, officials from both parties said.

"I would like to congratulate the BIC for making the right decision by installing LG TVs," AJM Kooheji Group director Mohammed Kooheji said.

"The LG TVs which have been installed are of the highest quality and are made to suit the specifications of viewing the Formula 1 sport. This partnership between AJM Kooheji Group and BIC can only grow stronger over a period of time," he added.-TradeArabia News Service