Global brand partnership strategy
Translate Samsung's brand ambition into clear choices on where, why and how to partner, unify brand presence and support MX, VD and DA, and give teams a way to judge the high volume of inbound proposals across sports, art and culture.
Premium is the lowest of 26 brand image attributes against Apple, where 100 is parity. Youthful, cool and trendy is 85.2.
So whatSamsung’s objectives ask partnerships to build premium desirability and emotional salience. See Competitive.
Samsung against the main phone competitor in 2025. The gap narrowed from 18.5 points in 2023.
So whatThe MX teen target is where the ownership pride gap is widest. See Audience.
TCL holds Olympic TOP rights in home audiovisual and appliances to 2032, next to Samsung’s wireless rights. Hisense held FIFA World Cup 2026.
So whatTwo named TV competitors hold the TV category at the largest global sports events. See Trends and Whitespace.
50% of teens 16-17 across the ten markets name gaming, the highest index among passions held by at least 15% of the group.
So what10 passions are both open in mobile and over-index for teens 16-17: Cricket, Combat Sports, Winter Sports, Action Sports. See Whitespace.
Samsung technology and products play an authentic, meaningful role in the partner ecosystem, not only brand exposure or generic product placement.
The partnership creates differentiated experiences built on Samsung technology and products that consumers value and remember.
Partners align with Samsung's brand value and carry substantial value as a global marketing asset.
Choices reflect clear priorities across category, geography, duration, investment model and ownership.
Technology should create better products and contribute to a better society by making innovation accessible to more people.
True signals authenticity and trust. Life broadens the promise beyond devices. Companion defines a warm, continuous and close presence.
Reach. A broad ecosystem across mobile, TV and home that understands everyday context and acts in the real world.
Open. Innovation through openness and collaboration with partners, platforms and technologies.
Trust. As technology becomes more personal, experiences built on responsibility and trust.
- 01Establish desirability as a premium brand that still feels inclusive and accessible.
- 02Build emotional salience in a clear, distinctive space Samsung can own.
- 03Strengthen everyday relevance and perceived value.
| Partner | Territory | Unit | Since | What Samsung does |
|---|---|---|---|---|
| IOC and IPC | sports | MX | 1998 to 2028 | Olympic and Paralympic TOP partner. Galaxy Olympic Edition devices, podium Victory Selfie, Team Samsung Galaxy athletes, on site experiences. |
| HYBE, BTS world tour | music | MX | 2026 to 2027 | Concert moments filmed on Galaxy S26 Ultra, content on Samsung channels, Galaxy fan experiences through BTS THE CITY. |
| Art Basel | arts | VD | 2024 | Official Art TV. The Frame exhibitions and lounges at the fairs, Art Basel collections on Samsung Art Store. |
| WorldSkills International | social | Corporate | 2007 | Overall Event Presenter since 2013, skills training and competitor support. |
| T1 | gaming | VD | 2020 | Official display partner, Odyssey monitors for T1 teams, player content and fan meet and greets. |
Samsung Partnership Status, 27 Oct 2026. Brand partnerships are the rows Samsung marked in blue. The file lists 33 partnership rows in total, including BU and regional deals such as BAFTA, NCAA, Spotify, Netflix and Street League Skateboarding.
The Olympic Victory Selfie platform is not well connected to the Samsung brand in consumers' minds.
No fixed partnership budget. A recurring problem is judging whether the cost and rights in an inbound proposal are fair value.
Omega in tech. DHL with Coldplay in culture. WhatsApp with Mercedes AMG F1. TAG Heuer in F1.
Areas that are highly religious, politically charged, culturally biased or racially sensitive.