Samsung kicks off mobile first, digital-led marketing campaign ahead of Olympic Games Tokyo 2020 to bring athletes and fans together

July 15, 2021:  Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Games Partner, is bringing new mobile innovations to Tokyo 2020 to help more consumers and fans experience the Olympic and Paralympic spirit wherever they are in the world. This year will demonstrate how sport can unite us even when we’re not physically together, and in partnership with the International Olympic Committee and International Paralympic Committee, Samsung will lead this journey with its latest mobile technology and digital-first approach. 

Samsung kicks off its Olympic and Paralympic Games program today by revealing the Galaxy S21 5G Tokyo 2020 Athlete Phones, which will be distributed to all 17,000 Olympic and Paralympic athletes competing in Tokyo. At the same time, Samsung has unveiled a roster of incredible athlete ambassadors, and has launched a number of digital-led marketing initiatives, including a virtual Samsung Galaxy Tokyo 2020 Media Center that will keep media and fans worldwide connected during the Games. 

“Amid all the challenges of the past year, the Olympic spirit remains strong, and Samsung will continue to support the Olympic and Paralympic movements and connect fans with the Games just as we have for over 30 years,” said Stephanie Choi, Senior Vice President and Head of Global Marketing Team of Mobile Communications Business, Samsung Electronics. “All of us can be together through mobile technologies such as the latest Galaxy Phone and its 5G capabilities when we're physically apart, and also consumers can have real-time and immersive experiences on the Games - no matter where they may be.”

Samsung highlights mobile innovation with launch of Galaxy S21 5G Tokyo 2020 Athlete Phone 

As the exclusive wireless communications equipment provider of the Olympic and Paralympic Games, Samsung will again gift special edition mobile devices to all Olympic and Paralympic Games athletes competing at Tokyo 2020. Samsung first introduced its Olympic Edition Phone for the Olympic Games in 1988 and has been providing them to athletes since Sochi 2014. This initiative expanded to Paralympians for PyeongChang 2018 and will continue for Tokyo 2020 and beyond as Samsung remains committed to the Olympic and Paralympic movements. 

The Galaxy S21 5G Tokyo 2020 Athlete Phone features a pro-grade camera for users of any skill level, and the most advanced processor ever in a Galaxy device for greater speed. The mobile devices are also energy efficient and provide advanced computing capabilities to support 5G connectivity and on-device AI. To commemorate Tokyo 2020, the iconic design of the device will feature a blue body and the respective Olympic rings and Paralympic agitos inscribed on the back. 

“Samsung is helping athletes stay connected to their loved ones and providing new safe ways for consumers, fans and media to experience Tokyo 2020,” said Timo Lumme, Managing Director, IOC Television and Marketing Services. “Together, we are able to engage with and inspire athletes and fans worldwide and keep the Olympic spirit strong through Samsung’s innovative mobile technology and new digital platforms.”

Samsung to provide innovative mobile technology to enhance Tokyo 2020 experience

Samsung is committed to promoting the power of sport, bringing together the global community in new and innovative ways, and enhancing the Olympic and Paralympic Games experience through its immersive, state-of-the-art mobile technology. 

Samsung will help embrace the excitement of the Olympic and Paralympic Games through immersive experiences at Samsung Showcases (Galaxy Harajuku at Harajuku, Galaxy Athlete Lounge at Olympic and Paralympic Village for Tokyo 2020). Galaxy Harajuku is specifically designed to provide visitors with engaging experiences that incorporate Samsung’s legacy of breakthrough mobile innovation and interactive activities. Visitors will be encouraged to create, capture, and share their own Olympic and Paralympic experiences, expanding offline to digital platforms to provide global fans a look into Tokyo 2020. Simultaneously, the Galaxy Athlete Lounge in Olympic and Paralympic Village will be exclusively available for Olympic and Paralympic athletes throughout the duration of the Games to interact with each other, connect with family and friends and enjoy various Galaxy experiences. 

Samsung will extend its Olympic and Paralympic Games initiatives to digital and social platforms to engage with media and global sports fans worldwide, including the launch of the Samsung Galaxy Tokyo 2020 Media Center. This website will be the destination for all of Samsung’s Olympic and Paralympic Games content, where fans and media can visit to learn more about Team Galaxy, read real-time news, watch Team Galaxy activations, and download behind-the-scenes content. The virtual experience will provide an opportunity to connect with the Games and come together to enhance the Olympic and Paralympic spirit. 

Digital and social support will continue during Games-Time with the launch of Galaxy House on Zepeto, a virtual platform that lets users created 3D characters of themselves. In Galaxy House, fans will be able to experience new Samsung Tokyo 2020 marketing content and enjoy a new virtual pin promotion. 
Fans also can head over to @samsungmobile and show their support for all athletes during the Olympic and Paralympic Games with its #TweetToCheer campaign on Twitter and Instagram.

Additionally, Samsung proudly debuted its global campaign, Proud sponsor of a world coming together, ahead of the Olympic Games today. It shows how Samsung Galaxy’s boundary-pushing technology enables athletes to connect with their family, friends and fans, even though they are not together physically. 

“I’m so proud to be part of Team Galaxy for Tokyo 2020. I travel to competitions all over the world, and I take my Samsung phone everywhere so I can stay connected to family and friends wherever I am,” explains Sky Brown, who will represent Team Great Britain at Tokyo 2020 in skateboarding. “I hope to inspire other kids who watch me skate at The Games to decide they can be an Olympian, too.”

Team Galaxy to further empower connection and inspire the next generation of athletes

Samsung is committed to creating a global and inclusive team where everyone belongs and has equal opportunities, and Team Galaxy, Samsung’s official roster of Olympians and Paralympians represents this commitment. In the lead-up to Tokyo 2020, Samsung has partnered with world-class athletes who defy barriers and inspire fans through their athletic achievements and “off-field” contributions to their communities.