Samsung

EXECUTIVE SUMMARY

Samsung has been a Worldwide Olympic Partner since the Nagano 1998 Winter Games, with a prior domestic sponsorship dating to Seoul 1988. The partnership, now spanning nearly three decades, positions Samsung as the exclusive Worldwide Olympic and Paralympic Partner in the wireless communications and computing equipment category. Samsung's current agreement extends through Brisbane 2032.

Samsung's Olympic strategy centers on product integration: every competing athlete at each Games receives a bespoke Olympic Edition Galaxy device, creating what is arguably the most visible product placement in global sports. The Victory Selfie, introduced at Paris 2024, places a Samsung device literally on the medal podium, generating organic social content from athletes at the moment of their greatest visibility. For Milano Cortina 2026, all approximately 3,800 athletes received a Galaxy Z Flip7 Olympic Edition.

For LA28, Samsung has already established an Olympic office in Los Angeles and is in discussions with the US Olympic and Paralympic Committee and the LA28 Organizing Committee about technology integration. Given Samsung's scale ($333.6 trillion KRW in FY2025 revenue) and its deep investment in the Olympic platform, LA28 is expected to be a major activation cycle.

1. OLYMPIC HISTORY & MARKETING PRESENCE

1.1 Partnership Timeline & Evolution

Seoul 1988: Local sponsor for the home Games. Samsung's first Olympic involvement.

Nagano 1998: Joined the TOP Programme. Introduced the first "Call Home" programme, enabling 2,500 athletes to contact their families free of charge. This athlete-connectivity concept has been a through-line of Samsung's Olympic presence for nearly 30 years.

Subsequent Games (2000-2022): Samsung has activated at every Summer and Winter Games since Nagano, evolving from phone-lending programs to smartphone showcases. Each Games served as a platform for Samsung's latest flagship device.

Paris 2024 - Launched "Open Always Wins" campaign platform, reflecting Samsung's belief that openness drives innovation - Introduced the Victory Selfie: athletes on the medal podium capture and share their own victory moment using a Samsung Galaxy device - Provided Olympic Edition Galaxy Z Flip6 to all competing athletes - BBH London produced creative for athlete storytelling initiative, encouraging athletes to open up about personal challenges - Samsung House hospitality and brand experience venue in Paris - "Solve for Tomorrow" challenge: educational initiative inspiring young people through sport and technology

Milano Cortina 2026 - Victory Selfie makes its Winter Olympics debut, expanded to include team sport celebrations (not just individual/pair events) - Galaxy Z Flip7 Olympic Edition distributed to approximately 3,800 athletes from ~90 countries, starting January 30 at Athlete Villages across six cities. Samsung Open Stations provide on-site technical support for device activation and data transfer. - Olympic Edition features signature blue back glass (aligned with Milano Cortina 2026 branding), custom gold metal frame, and clear magnet case with gold laurel leaf motif - Opening Ceremony integration: Galaxy S25 Ultra devices embedded within the Opening Ceremony production to capture dynamic perspectives alongside established broadcast cameras - Samsung House: Dedicated brand hub in Milan for technology innovation experiences and fan engagement - Galaxy AI Interpreter: Select volunteers equipped with Galaxy devices featuring on-device Interpreter for real-time translation with athletes, officials, and visitors - Galaxy Charging Stations: Deployed across venues to keep fans powered during long competition days - Competition operations: Samsung monitors deployed across Short-Track Speed Skating disciplines - "Open Always Wins" campaign continued with short films featuring athlete partners - Featured athletes include Italian freestyle skiing siblings Flora and Miro Tabanelli, snowboarder Ian Mateoli, and para snowboarder Jacopo Lucchini - Team Samsung Galaxy roster unveiled with athletes from multiple winter sports

Team Samsung Galaxy Athletes (Paris 2024): Over 25 Olympians and Paralympians, including: - Sky Brown (Skateboarding, Great Britain) - Olympic bronze medalist at age 13 (Tokyo 2020) - Carolina Marin (Badminton, Spain) - Olympic gold medalist (Rio 2016), world champion - Aurelien Giraud (Skateboarding, France) - French national champion - Grace "Sunny" Choi (Breaking, USA) - World championship medalist, first Olympic B-girl - Johannes Floors (Para Sprinting, Germany) - Paralympic gold medalist and world record holder - Son Heung-min (Football, South Korea) - Premier League star, Asian Games gold medalist - Jagger Eaton (Skateboarding, USA) - Olympic bronze medalist - Viktor Axelsen (Badminton, Denmark) - Olympic gold medalist (Tokyo 2020) - Carlos Yulo (Gymnastics, Philippines) - Olympic gold medalist (Paris 2024) - Se-young An (Badminton, South Korea) - World No. 1 - Alejandra Orozco (Diving, Mexico) - Two-time Olympic medalist

1.2 Signature Programs

Victory Selfie: Introduced at Paris 2024, now a defining feature of Olympic podium ceremonies. Athletes use the Samsung Olympic Edition device to capture their victory from their own perspective. Generates massive organic social media content and positions Samsung's device as part of the Olympic moment itself.

Olympic Edition Devices: Bespoke Galaxy phones for every athlete, preloaded with tools for Games navigation, team communication, and content sharing. The devices become collectors' items and generate significant media coverage at each Games.

Call Home/Athlete Moments: Evolution of the original 1998 Call Home program. Samsung technology enables athletes to connect with loved ones immediately after competition, creating emotionally resonant moments broadcast worldwide.

Solve for Tomorrow: Global education initiative that uses the Olympic platform to inspire young people to solve community challenges through technology.

2. LA28-SPECIFIC INITIATIVES

2.1 Announced Plans & Positioning

• Samsung has established a dedicated Olympic office in Los Angeles to coordinate its LA28 activation
• In discussions with the USOPC and LA28 Organizing Committee about technology integration into the Games experience
• Expected to continue and expand the Victory Selfie program, which debuted at Paris 2024 and is now a defining feature of Olympic podium ceremonies
• Galaxy Olympic Edition device for LA28 athletes likely to feature the most advanced Samsung mobile technology available in 2028
• Samsung House or equivalent brand experience venue expected in Los Angeles
• "Open Always Wins" campaign platform likely to continue evolving
• As a major player in the US smartphone market (competing with Apple for market share), LA28 represents a significant domestic activation opportunity

LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). SoFi Stadium will be reconfigured for swimming in Week 2 with a temporary 38,000-seat configuration, the largest swimming venue in Olympic history. Athletics moves to Week 1 at the Coliseum, which will host the Closing Ceremony and earn the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028). Samsung's Galaxy Charging Stations, Galaxy AI Interpreter for volunteers, and competition-operations displays will be deployed across this dispersed venue footprint. LA28 announced a first-of-its-kind venue naming rights program in August 2025, including venues like Intuit Dome (basketball), Honda Center (volleyball), and Peacock Theater (weightlifting/boxing).

Ticketing & Fan Engagement: The LA28 Ticket Draw registration opened January 14, 2026 with tickets starting at $28. Samsung's Victory Selfie and athlete device programs create organic social media content that amplifies beyond the venue, a critical factor for a Games spread across a metropolitan area where most fans will follow remotely.

2.2 Regulatory/Market Context

Samsung's primary competitive challenge in the US market is Apple's dominant smartphone market share (~55% vs. Samsung's ~25%). The Olympic partnership provides Samsung with a unique platform to build brand preference in a market where it trails Apple. Apple does not hold Olympic sponsorship rights, giving Samsung exclusive association with the Games in the mobile device category. The Victory Selfie and athlete device distribution create product visibility that money alone cannot buy.

3. EXECUTIVE LEADERSHIP & DECISION-MAKERS

3.1 C-Suite Leadership

• Jong-Hee (JH) Han: Vice Chairman and CEO, Samsung Electronics (since 2022)
• TM Roh: Co-CEO, Samsung Electronics; President and Head of Mobile eXperience (MX) Business. Elevated to co-CEO alongside Young Hyun Jun (who oversees semiconductor/Device Solutions). Roh oversees the Device eXperience (DX) Division, which includes mobile, TV, and home appliance businesses, all directly relevant to Olympic activations
• Young Hyun Jun: Co-CEO, Samsung Electronics; Head of Device Solutions (DS) Division

3.2 Olympic Partnership Leadership

• Stephanie Choi: Chief Marketing Officer, Samsung Mobile. Quoted in Samsung's Olympic partnership communications and likely oversees Olympic marketing strategy
• Sophia Kim: VP and Head of Experience Marketing Group, Mobile eXperience (MX) Business. Directly involved in Milano Cortina 2026 activations and Olympic marketing execution

3.3 Board Members with Relevant Experience

Samsung Electronics' board is structured under Korean corporate governance norms. The Lee family (heirs of founder Lee Byung-chul) maintains significant influence. Jay Y. Lee, Executive Chairman of Samsung Group, oversees the broader Samsung conglomerate.

4. AGENCY & CREATIVE PARTNERS

4.1 Agency Model

Samsung's advertising is primarily handled by Cheil Worldwide, an in-house agency that is part of the Samsung Group. Cheil is the world's 10th largest advertising agency by revenue (2022) and the 14th largest creative agency network. However, Samsung also works with external agencies for specific campaigns and markets.

4.2 Known Agency/Partner Relationships

• Cheil Worldwide: Samsung Group's in-house agency. Handles significant portion of Samsung's global advertising and marketing, including Olympic-related work
• BBH London (Publicis Groupe): Produced creative for the Paris 2024 athlete storytelling initiative under the "Open Always Wins" platform
• Wieden+Kennedy: Has worked with Samsung on select campaigns
• Regional and market-specific agencies supplement Cheil and BBH for local activations

4.3 Notable Creative Executions

• "Open Always Wins" (Paris 2024 onwards): Campaign platform celebrating openness as a path to achievement. Features athlete-driven storytelling
• Victory Selfie integration: The podium selfie concept is both a product activation and a creative execution, generating earned media globally
• Galaxy Z Flip7 Olympic Edition launch content: Short films featuring Italian athletes for Milano Cortina 2026
• Samsung House: Immersive brand experience venues at each Games, showcasing product innovation

5. COMPETITIVE POSITIONING

5.1 Market Share & Competitive Landscape

Samsung Electronics is one of the world's largest technology companies, operating across semiconductors, mobile devices, displays, and consumer electronics.

Mobile (key Olympic category): - Global smartphone market share: ~19-20% (2024), competing with Apple (~20-22%), and rising Chinese brands (Xiaomi, OPPO/OnePlus, vivo) - US market: ~25% share vs. Apple's ~55% - Olympic partnership primarily serves as a brand-building tool in markets where Samsung trails Apple

TV/Display: Samsung leads globally in TV shipments by revenue, though TCL (now a TOP Partner) and Hisense are closing the gap in volume. Samsung maintains premium positioning while TCL competes on price-to-performance. The overlap creates an unusual dynamic: two TOP Partners (Samsung in mobile/wireless, TCL in display technology) operating in adjacent consumer electronics categories.

Key Competitor Sports Sponsorship Strategies: - Apple: No Olympic sponsorship and no major global sports partnership. Apple has invested in Major League Soccer (MLS Season Pass on Apple TV+) but has largely avoided traditional sports sponsorship. Apple's absence from the Olympics is Samsung's single greatest competitive advantage in the mobile category. - Xiaomi: No Olympic sponsorship. Has pursued regional sports deals (La Liga) but lacks global sports presence. - Google (Pixel): Google is an LA28 Official Partner through its cloud and AI services, but its Pixel smartphone line does not carry Olympic branding rights. Samsung's mobile category exclusivity predates and supersedes Google's partnership.

5.2 Olympic Sponsorship Differentiation

• Device in every athlete's hand: No other sponsor achieves this level of product integration. Every Olympic athlete becomes a Samsung user during the Games, creating 10,000+ brand ambassadors
• Victory Selfie: Creates organic, globally visible product placement at the pinnacle of Olympic moments. No competitor can replicate this earned media mechanism
• Category exclusivity: Apple and other smartphone competitors cannot associate with the Olympic brand. This is especially valuable in the US market, where Apple holds ~55% share and Samsung struggles to close the gap through conventional marketing
• Long tenure: Nearly 30 years as a TOP Partner provides deep institutional relationships and operational expertise
• Technology showcase: Each Games serves as a platform for Samsung's latest product innovation
• TCL dynamic: Samsung and TCL now coexist in the TOP Programme. Samsung holds the Wireless Communications Equipment & Computing Equipment category; TCL holds Presentation/Display. This delineation preserves Samsung's mobile exclusivity while TCL operates in displays and home appliances

5.3 Key Brand Messaging

• "Open Always Wins" (current Olympic platform)
• Technology as an enabler of human connection and achievement
• Athlete empowerment through mobile technology
• Innovation, openness, and possibility

6. KEY METRICS & BUSINESS CONTEXT

6.1 Financial Performance

• FY2025 Revenue: KRW 333.6 trillion (record high). Q4 2025 set all-time quarterly revenue record at KRW 93.8 trillion
• FY2025 Operating Profit: KRW 43.6 trillion. Q4 operating profit KRW 20.1 trillion (all-time high)
• FY2024 Revenue: KRW 285.4 trillion ($211.2 billion), 2.6% increase YoY
• FY2024 Operating Profit: KRW 43.9 trillion ($32.5 billion)
• Mobile Division (FY2024): KRW 100.8 trillion ($74.5 billion), approximately 35% of total revenue
• Consumer Electronics (FY2024): KRW 53.6 trillion ($39.7 billion)
• Market Capitalization: ~KRW 350 trillion (~$250 billion, February 2026)
• Stock: 005930 (KRX / Korea Exchange)

6.2 Olympic Period Performance

Samsung has historically seen measurable brand awareness lifts during Olympic periods, particularly in markets where it competes with Apple: - Paris 2024 Victory Selfie generated significant social media engagement and earned media - Samsung reports spike in sales correlated with Olympic-sponsored winner selfie moments - Olympic Edition devices generate collector interest and media coverage disproportionate to unit volumes - The "Open Always Wins" platform provides a year-round brand narrative that peaks during Games periods

APPENDIX: KEY SOURCES

Official Sources

• IOC Official Partner Page: olympics.com/ioc/partners/samsung
• Samsung Global Newsroom: news.samsung.com
• Samsung Mobile Press: samsungmobilepress.com
• LA28 Official Partners: la28.org/en/our-partners.html

Industry Analysis

• Marketing Brew: "How longtime Olympic sponsor Samsung keeps its campaigns fresh" (February 2026)
• Campaign Asia: Samsung Olympic sales spike analysis
• SponsorUnited: Samsung Olympic activation coverage

Financial Filings

• Samsung Electronics FY2025 Fourth Quarter Results
• Samsung Electronics FY2024 Full Year Results

End of Research Brief