Samsung, SK, Hyundai, LG ramp up promotional campaigns for Paris Olympics

A boat stops at a jetty on the Seine River in Paris, Wednesday. Samsung Electronics installed dozens of Galaxy S24 Ultra smartphones aboard the vessel for people to view the live coverage of the 2024 Paris Olympics opening ceremony. Courtesy of Samsung Electronics

Samsung, SK, Hyundai Motor, and LG are set to enhance their advertising campaigns for the upcoming 2024 Paris Olympics, aiming to showcase their latest technological advancements at the world's largest sporting event.

For decades, the Olympics have served as a key venue for global firms to showcase their new products, but they are shifting their strategic focus to advertising their respective technological achievements rather than simply promoting their products.

Samsung Electronics has teamed up with the International Olympic Committee (IOC) and has bought the rights for it to stream live coverage of the Olympic opening ceremony on the firm’s Galaxy S24 Ultra smartphone.

The 2024 Olympics are somewhat different from previous editions of the games in that the opening event will not take place in a stadium, but along the iconic Seine River in Paris. Athletes will ride on boats around the six-kilometer route on the river. Samsung Electronics will set up 200 S24 smartphones aboard some 80 boats to broadcast the opening parade.

“Samsung carried out field tests and research to transmit high-definition video stably under any weather conditions,” an official from the company said.

Hyundai Motor Group is also sparing no efforts in providing its technological support for Korea’s archery national team. The automaker implemented cutting-edge training systems by introducing artificial intelligence (AI), augmented reality (AR) and even 3D printing.

The national flag is displayed on the fence of Korea House, a venue which will be used to promote Korean culture and support athletes from the national team at the 2024 Paris Olympics, Friday. Yonhap

For instance, Hyundai Motor designed a robot archer and supported the nation’s archery team to engage in virtual training. Hyundai Motor Group has served as the longest-running official sponsor for the Korean national archery team.

SK Group and LG Group are also moving to utilize the upcoming sporting event as an opportunity to raise their global profiles. SK Telecom has supported seven athletes from four Olympic events, including fencing, handball, weightlifting and swimming. The nation’s largest telecom firm hopes to enhance its brand awareness here and abroad as one of the key sponsors for the national team.

LG Electronics will take advantage of the Olympics to revive sales for its high-end televisions in Europe. The move is in line with growing expectations for a rebound in premium TV sales across Europe during the Olympics. LG is renowned for its technological excellence in manufacturing premium OLED TVs.

Retail firms are also rushing to increase their brand identity and increase sales for their products during the Olympics.

Oriental Brewery (OB) joined the event as an official partner. The company plans to focus on promoting its Cass beer brand during the quadrennial event. Cass is the only alcoholic beverage brand that participates in the Olympics as an official partner for the IOC.

CJ Group also hopes to raise its global profile by promoting Korean food during the Summer Games as CJ CheilJedang will provide its Bibigo-branded food items to the national athletes.