Samsung Electronics said Wednesday Samsung Group intends to further develop marketing campaigns centered around professional athletes following strong performances by marathoner Lee Bong-joo, tennis player Lee Hyung-taik and others sponsored by the company.

The company has linked a kimchi refrigerator promotion to Boston marathon champion Lee's performance in the marathon at the World Track and Field Championship this August in Canada.

After Lee's victory in Boston last month, the company reran a pre-Sydney Olympics commercial that depicted Lee winning the gold in a fanciful claymation production.

Samsung Electronics also plans to significantly increase ad exposure for its first world-renowned sports star golfer Pak Se-ri if she wins another LPGA championship event.