LG Electronics is expanding its partnership with the Emmys to include premium appliances alongside its OLED TVs. The company aims to reinforce its premium brand image among Hollywood producers and actors by integrating LG Signature appliances into its existing content marketing strategy.
On September 13, LG Electronics announced that it has been selected as the official 'TV and Appliance Partner' for the 78th Emmy Awards, which will take place on September 14 at the Peacock Theater in Los Angeles.
LG will set up an 'LG Signature Influencer Lounge' near the awards venue, showcasing the 2026 LG OLED Evo AI, LG Signature refrigerators, and Styler products. The company will also create on-site content featuring actors and creators experiencing the products.
Last year, LG participated as the 'Official TV Partner' for the 77th Emmys, but this year, the designation has been expanded to 'TV and Appliance Partner.' This marks the first time LG Signature appliances will be prominently displayed on the Emmy red carpet.
The product exposure will also extend to LG's smart TV platform. LG plans to create a dedicated space for the Emmys on its proprietary webOS and ad-supported free streaming service, LG Channels, allowing viewers to access past winners and this year's nominees in one location.
LG's OLED TVs continue to connect with content creators, having previously won a Technical Emmy Award in 2021 for their technology. This year, LG is combining its marketing efforts for premium appliances with its TV quality, broadening its brand experience in the U.S. market.
Do-young Kwak, Vice President and Head of LG Electronics North America, stated, "Through our unparalleled OLED TV technology and premium LG Signature appliances, we will provide customers worldwide with an elevated living experience in their everyday lives."
* This article has been translated by AI.
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