- Exclusivity becomes valuable when it’s intentionally designed for the brand
- Samsung transformed a medal ceremony into a global product showcase
- The best sponsorships don’t interrupt, they power moments
Exclusive rights differentiate great contracts from good ones.
Not just exclusive, but exclusively designed for the sponsor.
Activating key brand attributes in moments of truth can make a big impact.
We’ve already seen the iconic Louis Vuitton Trophy Trunk at top events such as the FIFA World Cup, Olympics, Formula 1 GPs, NBA and Roland Garros.
Samsung, an Olympic and Paralympic partner for nearly 30 years, introduced the Victory Selfie at Paris 2024.
Medallists were given the opportunity to capture and share their podium moment using the new Samsung Galaxy Z Flip6.
A powerful product exposure associated with a strong message of excellence and friendship, when billions are watching.
In total, 253 selfies were captured and shared globally across digital and broadcast platforms, contributing to incremental sales of the foldable device.
Following its success in Paris, the Victory Selfie made its debut at the Olympic Winter Games Milano Cortina with the new Galaxy Z Flip7 Olympic Edition.
And for the first time, it will be available for pair and team sport medal ceremonies.
That’s not product placement, that’s content.
Beyond the Victory Selfie, Samsung also launched the “Open Always Wins” campaign, Victory Profiles, translation services, real-time video reviews and other initiatives.
At a time when AI keeps filling our social feeds, this kind of content brings human stories back to our timelines.
Not forced, but organically adding value for fans at the most special moment of an athlete’s career.
While the IOC has traditionally been seen as more protectionist when it comes to venue activation, recent editions have shown more innovative movements.
A simple idea with a big impact.
Receive my weekly post