Rio 2016 Sponsor Profile

TOP Sponsor — Samsung
Wireless Communications Equipment & Official Smartphone Partner

TOP Sponsor - Samsung

Samsung has seized on the theme of the underdog who succeeds as a focal point for its TOP sponsorship communications, including use of the tagline “Proud Sponsor of Those Who Defy Barriers.”

TV Ad Support

To provide "a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections," the company has created a stirring Olympic-themed spot entitled “The Anthem,” which depicts people around the globe singing the anthems of other nations. The lines chosen from each anthem are interwoven to produce a message of global unity. The ad features six Olympic athletes including Tom Daley (Great Britain, diving), Margret Rumat Rumar Hassan (South Sudan, track & field), and Shelly Watts (Australia, boxing).

A second spot, “The Chant,” features 19-year-old 400-meter runner Hussan, who will represent South Sudan in the first Games the country will participate in. The spot promotes Samsung’s Gear IconX earbuds and aims to capture an attitude of defying the odds. The spot showcases South Sudan rallying behind Hussan and ends with the tagline “Do What You Can’t.”


Digital/Social Leveraging  

Samsung sponsored the creation of a documentary by Academy Award-winning filmmaker Morgan Neville called A Fighting Chance. The 36-minute film follows athletes Tsepo Mathibelle (Lesotho, marathon); Miller Pata & Linline Matauatu (Vanuatu, beach volleyball) and Yenebier Guillen Benitez (Dominican Republic, boxing) in their Olympics pursuit. Samsung has provided each athlete featured with a variety of Samsung mobile products. The documentary currently has more than two million views on YouTube. The official premiere was held at the 2016 Tribeca Film Festival in New York City. Using the hashtag #DoWhatYouCant, the @SamsungMobile Twitter account and other channels feature short videos of the athletes featured in A Fighting Chance.

The athletes featured in “The Anthem” spot also appear in additional content online, in which they "tell their stories of defying barriers and overcoming obstacles.”

In order to build hype for its VR coverage of the games, Samsung created a 360-degree short film entitled Vanuatu Dreams. The three-minute film follows two beach volleyball teammates from Vanuatu as they pursue a bid to Rio.

Samsung has a dedicated Olympic page, highlighting the Olympic edition Samsung Galaxy phone and video content.

The company developed the official Rio 2016 app in collaboration with the Games’ organizing committee, as well as a separate Olympic Athletes’ Hub app. Each Galaxy S7 Edge phone that Samsung gifts to Olympic athletes will have the Olympic Athletes’ Hub app installed on it. Through the app, Olympians can find information on how to make the most out of their time at the Games. The app also will provide access to the IOC and IOC Athletes’ commission if an athlete needs to reach out to either.

On-Site Activation/Presence

Olympics fans in Rio are invited to the Samsung Galaxy Studios to interact with the company’s latest technologies in the lead-up to and during the Games. The studios will feature VR experiences for an up-close and personal way for visitors to experience Olympic sports. There also will be a 4D experience at select studios for people to experience kayaking as if they were actually on the water. Visitors will have the opportunity to collect Olympic pins and try out Samsung products. Three studios will be located inside Olympic Park in addition to satellite studios in Rio, Sao Paulo and other Brazilian cities.

Fellow TOP sponsor Visa is partnering with Samsung to promote Samsung Pay, a payment service that allows consumers to buy goods using their smartphones. The payment method is featured in Visa’s Olympic ads and will be accepted at the Games. Samsung Pay will be the only payment system available on mobile devices at the Games. Samsung is aiming to appeal to high-end Brazilian customers, those not significantly impacted by the Brazilian economic crisis. To power their Samsung Pay technology, Samsung is teaming up with local credit card issuers Banco do Brasil SA and Banco Santander Brasil SA.


Samsung has released an Olympic Games Edition of its popular Galaxy S7 Edge mobile phone. The back of the phone features the Olympic Rings and comes in a black frame with yellow, green, blue and red accents—the colors of the Rings. Samsung is giving an Olympic Games Edition phone and Gear IconX earbuds to each athlete participating in the Games.

NBC Olympics will offer 85 hours of VR programming throughout the games exclusively to Samsung Galaxy and Samsung Gear VR owners. The programming will include 360-degree views of the opening and closing ceremonies, as well as basketball, gymnastics, track and field, beach volleyball, diving, boxing and fencing competitions. Coverage will be provided on a one-day delay and will begin August 6. The coverage will be provided via the NBC Sports app and will be available to anyone with an Internet-enabled Samsung phone with Gear VR capability.

In the U.S., Samsung showcased its VR technology at the Road to Rio tour presented by Liberty Mutual. Samsung’s Virtual Reality Experience Powered by Gear VR allowed visitors to choose between one of several Olympic sport experiences including volleyball, diving, gymnastics and pole vaulting. The tour began July 4 and continued until July 24, stopping in eight US cities along the way.

Athlete Partnerships

Samsung features 10 athletes in its global digital and video content: Daley, Hassan, Watts, Mathibelle, Guillen, Matauatu, Pata, Benitez, Arnaud Assoumani (France, track & field) and Alysia Montano (U.S., track & field). In addition, it has relationships with other athletes, which it leverages in their home countries, such as New Zealand sailors Peter Burling and Blair Tuke.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Procter & Gamble

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
BMW of North America
DeVry University
Dick’s Sporting Goods
Liberty Mutual Insurance
Milk Life
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.


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