As the Official TV and Mobile Partner of Canada Soccer, Samsung Electronics Canada is celebrating the passion that brings fans together through a campaign featuring Canada Soccer Men’s National Team player Ismaël Koné and a new generation of immersive Micro RGB TVs  designed to elevate the sports viewing experience. 

“At Samsung, we know sports are about more than what happens on the pitch; they’re about the emotion, energy and shared moments that bring fans together,” said Giovanni D’Annibale, Head of HE Division, Samsung Electronics Canada. “Our new Micro RGB TVs, with Samsung Vision AI Companion, are designed to deliver exceptional clarity, contrast and motion performance that help fans feel closer to every play, detail and moment of the game.” 

For Koné, some of his earliest memories of the game came from watching matches at home with family. “We were all together as a family, and we all really loved the sport, so we’d be locked in on the game, watching every move,” said Koné. “That’s where my love for the sport really lives.”  

As a professional soccer player, Koné still sees the viewing experience as an important part of how fans connect to the game. 

“Soccer is a game of details,” said Koné. “Movement, positioning, the energy of the crowd – there’s so much happening at once. When the viewing experience is immersive and clear, you feel closer to every moment of the game.”  

Samsung’s new Micro RGB TVs, with Samsung Vision AI Companion, intelligently optimize picture and sound in real time to elevate the live sports viewing experience. Featuring enhanced brightness, refined contrast and improved motion clarity, the technology helps fast-paced action appear smoother and more lifelike, allowing fans to follow every play with greater precision and detail. Combined with Samsung AI Soccer Mode, audio and visuals dynamically adapt to match the pace and intensity of the game, creating a more immersive match-day experience at home. 

As more Canadians gather at home to experience major sports and entertainment moments together, the living room has become the modern front row, a place where friends and families connect through every match, goal and celebration. As these shared viewing experiences become increasingly important, Canadians continue prioritizing premium at-home entertainment, with picture quality remaining one of the most important factors when choosing a TV. 

Beyond the living room, Samsung is helping fans stay connected to the game wherever they are. As the Official TV and Mobile Partner of Canada Soccer, Samsung’s latest Galaxy S26 Ultra empowers fans to capture, create and share every match-day moment. Whether cheering from the stands, watching with friends or following the action on the go, Galaxy S26 Ultra helps Canadians bring their passion for the game to life and stay closer to the moments that matter most. 

To learn more about Samsung’s Micro RGB TVs and home entertainment innovations, visit Samsung.com/micro-rgb-tv. 

Samsung’s industry-leading TVs, mobile devices and tablets will help fans across the country watch, follow and celebrate Canada Soccer’s National Teams as excitement builds across the country.

“At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most. As excitement builds about soccer across Canada, this partnership with Canada Soccer allows us to deliver immersive viewing experiences that bring the energy and atmosphere of the match into Canadians’ homes, helping fans feel connected to the action, even when they can’t be there in person,” says Pat Bugos, Senior Vice President, Sales and Marketing, Consumer Electronics Division, Samsung Canada.

Samsung technology will integrate across marquee Canada Soccer events and fan environments supporting shared viewing experiences that bring Canadians together to celebrate the game. Fans will also have opportunities to engage through exclusive contests, prizes and VIP experiences, connecting them with Canada Soccer and the National Teams that represent the maple leaf on the global stage.

“Samsung Canada is an ideal partner as we continue to elevate how fans connect with our National Teams and the game across the country. Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are. At a time of growing momentum for soccer in Canada, this partnership will play an important role in deepening fan engagement and celebrating the passion that unites Canadians behind our teams,” says Erin Crowe, Canada Soccer COO and CFO.

The partnership launches at a time of growing momentum for soccer across Canada. Fans across the country continue to rally behind Canada Soccer’s National Teams while engagement with the game expands across broadcast, digital and mobile platforms.

“Samsung is a global leader synonymous with innovation, and we are thrilled to welcome them as a cornerstone partner for Canadian soccer. This collaboration is about more than just technology; it’s about enhancing the way our fans and players experience the game. By bringing Samsung’s world-class products and visionary spirit to the pitch, we are ensuring that the fastest-growing sport in Canada is supported by a brand that truly understands innovation and performance,” says Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment.

Canada Soccer today announced a new partnership with Samsung Canada^[1] (Samsung) that will see the two organizations team up to host watch parties for Canadian soccer fans supporting Canada Soccer’s Men’s National Team from home soil during the squad’s FIFA World Cup Qatar 2022 campaign.

Canada Soccer and Samsung will co-host watch parties in Toronto, Ontario and Montreal, Quebec for Canada’s group stage matches at the FIFA World Cup Qatar 2022. Christine Sinclair, legendary Canada Soccer Women’s National Team captain and the world’s top international goal scorer, will join fans for the opening watch party at the Samsung Experience Store at CF Eaton Centre in Toronto, Ontario on Wednesday, November 23^rd, to cheer on Canada Soccer’s Men’s National Team as the squad makes its first FIFA World Cup appearance in 36 years. Canada plays Belgium in their first match, beginning at 2:00 p.m. EST.

“Soccer in Canada is continuing to grow at a rapid pace, with our teams consistently showing up on the world stage,” said Steven Cull, Senior Director, Mobile Product Management, Strategy and Services, Samsung Canada. “We are proud of our partnership with Canada Soccer, and look forward to welcoming Canadian soccer fans into our Samsung Experience Stores to take part in the excitement.”

Fans will be able to visit the Samsung Experience Store at CF Toronto Eaton Centre in Toronto, Ontario to watch the two remaining games as well on Sunday, November 27 at 11:00 a.m. EST against Croatia and Thursday, December 1 at 10:00 a.m. EST against Morocco. The Samsung Experience Store in Montreal’s Centre Eaton de Montréal will also host a viewing party for Canada’s match against Morocco on Thursday, December 1.

“The continued growth of soccer fandom in Canada will benefit from investment and visibility, and we are thrilled to partner with Samsung to bring watch parties to Canadians during the FIFA World Cup,” said Earl Cochrane, General Secretary, Canada Soccer. “Gathering to watch our Men’s National Team competing at the first FIFA World Cup in more than three decades will help connect Canadians to one another. These are the moments we have been waiting for and theses gatherings will provide lasting memories for our fans.”

The partnership, negotiated by Canadian Soccer Business, will see fans in attendance at the viewing parties have a chance to win tickets for Canada Soccer National Team home matches in 2023, as well as National Team jerseys.

“This is yet another important day for the soccer ecosystem in our country, with another tier-one global brand joining our corporate partnership family,” said Mark Noonan, CEO, Canadian Soccer Business. “Samsung’s investment and commitment to bringing fans together across Canada will deliver real impact as we all prepare to cheer on Canada at the FIFA World Cup.”

For more information on, and to register for, the first watch party on November 23^rd click here^[2].

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^[1] Samsung Canada is an official partner of Canada Soccer, but is not in any way affiliated with FIFA or the FIFA World Cup Qatar 2022.

^[2] Registration for the November 23rd event is not open to Quebec residents.