Samsung Electronics long-time Olympic partner
International Olympic Committee President Thomas Bach, left, presents an Olympic torch to Samsung mobile chief Koh Dong-jin, Aug. 6, 2016, during the Rio Olympic Games. / Courtesy of Samsung Electronics
By Kang Seung-woo
Samsung Electronics’ Olympic legacy dates back to the 1988 Seoul Olympics.
The global tech company joined the nation’s first-ever Olympic Games as a local sponsor, but it has emerged as one of the top global sponsors for the International Olympic Committee (IOC).
Following its first commitment with the IOC, Samsung signed The Olympic Partner (TOP) sponsorship contract with the IOC in 1997. Since the Nagano Winter Olympics in 1998, Samsung has been an official Olympic sponsor providing wireless communications equipment. In 2014, Samsung renewed its partnership until 2020 when Japan will host the Summer Games in Tokyo.
At the PyeongChang Games that start Friday, the IT giant has expanded to the Wireless Communication and Computing Equipment category, widening the product category from smartphones to other IT products including tablets, laptops, personal computers and printers to further enhance its commitment to the Olympic Movement.
“The partnership between Samsung and the Olympic Movement is mutually beneficial,” a Samsung official said.
“Samsung is demonstrating its cutting-edge wireless technology at the Olympic Games and is fully living up to its corporate philosophy -- contribute to society -- through the Olympic Movement.”
From the very beginning of its partnership, Samsung has dedicated efforts to ensure that the Olympic family, athletes, fans and consumers are exposed to unique experiences and innovative technologies that provide opportunities for a more connected experience, according to the IOC.
“With the state-of-the-art technology that inspires consumers to unlock their potential and the knowledge accumulated through years of sponsoring the Games, Samsung enables fans to not only feel and share the excitement, but also to create it,” the international organization said on its website introducing its partners.
“Together with the Olympic Movement, Samsung showcases the shared values of achieving the extraordinary and inspiring others to ‘Do What You Can’t.’”
‘Do What You Can’t’ is Samsung’s slogan for the PyeongChang torch relay that it sponsored.
Taking a closer look at Samsung’s involvement in the Olympic Games, it first released WOW -- short for Wireless Olympic Works -- for the Athens Olympics in 2004. WOW is a service that enables the real-time transmission of Olympic Games information to mobile phones.
At the Sochi Games in 2014, it brought an upgraded WOW allowing all Android users to have real-time access to event schedules, the latest reports on results, medal standings and Olympic records, reliably and fast.
Samsung, the world’s largest smartphone maker, distributed its flagship Galaxy Note 8 smartphones to all athletes participating in the Games.
At the 2016 Rio Games, the phone supplier also provided the Olympic edition of the Galaxy S7 Edge for free to 12,500 Olympians.
Since the London Olympics in 2012, the company has set up the Samsung Mobile Pin _ a premium pop-up experience space where Olympic fans and local residents can experience its latest flagship devices. It opened 13 Galaxy Studios across Brazil, allowing consumers to try out its latest wireless communications products and immersive technologies.
Samsung once again launched the official Olympic app, Rio 2016, that received more than 6 million downloads during the Olympic period.
Samsung enhances Paralympics
Whether you are a man or a woman, tall or short, rich or poor, sport does not discriminate. It also does not care whether you are one-legged, two-legged or in a wheelchair.
That is what Samsung tries to show from its commitment to the Paralympics.
The company has been a partner for the International Paralympic Committee (IPC) since 2006 and its commitment will continue through PyeongChang and Tokyo.
Samsung drew rave reviews in 2012 for its Paralympic commercial titled “Sport doesn't care who you are,” designed to prompt viewers to rethink their attitudes towards Paralympic athletes.
The film is part of a pioneering initiative led by Samsung to focus people on ability, not disability, and to get them behind the London Paralympics, which drew rave reviews from around the world.
In 2016, Samsung invited children from Brazil's Disabled Children Assistance Association to offer them a unique experience: live and feel the Paralympic spirit at its Olympic Park.
The company’s years-long Olympic marketing activities have paid off as it has established itself as one of the top global participants.
According to global brand consultancy Interbrand in September, Samsung ranked sixth on its “Best Global Brands 2017” list with a brand value of $56.2 billion ($60 trillion won), making the top 10 for the sixth straight year.