Samsung extends TOP deal to 2028

05 Dec 2018

By: Sport Industry Group

Worldwide Olympic Partner Samsung has extended its agreement with the International Olympic Committee (IOC) for the two Olympic cycles from 2020 to 2028.

The Korean tech giant, part of the IOC’s TOP programme since 1998, will continue in the wireless communications equipment and computing equipment category, with rights including the ability to promote Artificial Intelligence, Virtual Reality, Augmented Reality and 5G features of its products.

Samsung becomes the eighth current TOP sponsor to renew its global Olympic Games rights from 2020.

It follows confirmation earlier this year that a new IOC marketing programme will be implemented from the 2020 cycle, with Olympic and Paralympic Games rights to be negotiated jointly for the first time.

As part of the new agreement, Samsung will continue as a Worldwide Partner of the International Paralympic Committee, extending a relationship that began in 2006.

The news was announced at an event in Seoul in the presence of IOC president Thomas Bach and Jay Y. Lee, vice chairman at Samsung Electronics.

Bach said: “I am delighted that we will be building on two decades of partnership with Samsung for another 10 years. Over this time, we have built a partnership combining Olympic excellence and Samsung’s industry-leading wireless communications technology.

“Together, we are able to connect with and inspire Olympic athletes and fans around the world, and we look forward to working with Samsung to build the digital future of the Olympic Games.”

Dong Jin Koh, president and CEO of the IT&Mobile Communications Division at Samsung Electronics, said: “As a Worldwide Olympic Partner for the last 22 years, Samsung has been inspired by the spirit of hope, friendship and unity.

“Through our innovative wireless and computing equipment which are able to support AI, VR, AR and 5G technology, we hope to spread the excitement of the Games so that fans and athletes around the world can stay connected and share in the journey to achieve greatness at the highest level of sportsmanship.”

As part of the agreement, the IOC and Samsung plan to further develop their strategic digital collaboration to engage young generations around the world in order to promote the power of sport and the values of Olympism.

Samsung also revealed its intention to continue its Athlete Phone Programme, providing Limited Olympic Edition Galaxy phones to all participating Olympic and Paralympic athletes.