Samsung India on Monday said it has earmarked over Rs 10 crore (Rs 100 million) in 2004 to promote its association with the Olympics, including sponsorship of the Indian team and related advertising.

The company has already announced it will sponsor the Indian team to the Olympics in the consumer electronics, home appliances and telecom category.

"We will invest between $2-2.25 million in Olympic related events this year. This includes sponsorship of the Indian team and the 'Olympic Ratna' programme under which the company will provide scholarship support to five top Indian athletes. Besides, it will unleash a sustained media campaign centered around the Olympics," director at Samsung India R Zutshi said.

He said the company will also unleash product specific campaigns related to the Olympics later this year.

Samsung India's association with the Indian Olympic Association began with the 1998 Bangkok Asian Games and ever since, the company has supported the Indian Contingent to the Sydney Olympics (2000), Busan Asian Games (2002) and now the Athens Olympic later this year.