Samsung Partners With Surfing, Skateboarding, Breaking Leagues to Celebrate and Support Their Sporting Communities on the Road to Paris 2024

New partnerships with World Surf League, Street League Skateboarding and Pro Breaking Tour — built on shared values and respect — embody the brand’s belief that ‘Open always wins’

LONDON, United Kingdom – March 27, 2024 – Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Partner, today announced three new relationships that further the brand’s longstanding support for sport and its deep-rooted value of openness. The collaboration will see Samsung work alongside the World Surf League (WSL), Street League Skateboarding (SLS) and Pro Breaking Tour (PBT), to celebrate the sports of surfing, skateboarding, and breaking – and their communities – on the Road to Paris 2024 and beyond.

As announced earlier this year, Samsung’s official theme for the Olympic and Paralympic Games Paris 2024, ‘Open always wins,’ articulates the brand’s belief that with an open mind, every new experience becomes a meaningful achievement that opens up new perspectives and infinite possibilities. These three sports, each built with shared values and respect, embody the spirit of ‘Open always wins,’ and Samsung is committed to supporting their inspiring and close-knit communities.

“Surfing, skateboarding and breaking, though proudly unique, share a foundation,” said Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics. “Open mindset to try new things, the determination to push the limits of what’s possible, and a culture of inclusivity that embraces everyone lie at the heart of each sport. These attributes are something we at Samsung are also passionate about, and we are honored to support these three organizations and their athletes and recognize their communities – not only as the countdown to Paris 2024 continues, but as they work to open their sports to the world every day.”

Samsung will engage WSL, SLS and PBT athletes and fan bases at key events on the Road to the Games. These partnerships will also come to life through a new collaborative initiative designed to spotlight the iconic figures and subcultures of each community, as well as their unique stories, which will be unveiled in April.

“We are proud to partner with Samsung to showcase our incredible athletes and their journey to Paris 2024 – and Tahiti,” said Tim Greenberg, WSL EVP, Content Strategy and Production. “Together we will celebrate surfing’s unique culture, communities, and athletes in this important and exciting year for the sport.”

“Our organisation was founded with the aim to foster the popularity and acceptance of street skateboarding worldwide,” said Matt Rodriguez, General Manager, SLS. “We live these values every day, and are so pleased to partner with Samsung, a brand that focuses on openness and inclusivity at its core. Together, we’ll strengthen our platform, support our community, and reinforce our shared belief in openness.”

“Over the past decade since our tour’s inception, we’ve witnessed an incredible evolution in our sport and culture,” said Chris Wright, also known as “CrosOne”, founder of PBT. “Big shoutout to the b-boys and b-girls who push the limits of creativity and self-expression every day. Now, we’re gearing up to make history with our Olympic debut, and we’re excited that Samsung is on board to amplify this pivotal moment in our sport’s journey.”

Additional details on the community initiative and partnership activities will be shared in the coming weeks.

About Samsung’s Involvement in the Olympic Games

Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 25 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and continue to shape the digital future of the Olympic Games for Paris 2024 and beyond. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through Los Angeles 2028. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G will change the way the world experiences the Olympic Games.

About Samsung’s Involvement in the Paralympic Games

Samsung is a Worldwide Partner of the International Paralympic Committee (IPC) in the wireless communications and computing equipment category. Starting from Paralympic Winter Games Torino 2006, the company has proudly supported the Paralympic Movement and enabled athletes and fans around the world to share the excitement and inspiration of the Games through Samsung’s transformative mobile technology. Samsung’s commitment to the Paralympic Games will extend through to Los Angeles 2028 and be celebrated through innovative mobile and computing experiences powered by purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G.

About World Surf League

The World Surf League (WSL) is the global home of competitive surfing, crowning World Champions since 1976 and showcasing the world’s best surfing. The WSL oversees surfing’s global competitive landscape and sets the standard for elite performance in the most dynamic playing field in all of sports. With a firm commitment to its values, the WSL prioritises the protection of the ocean, equality, and the sport’s rich heritage, while championing progression and innovation. For more information, visit WorldSurfLeague.com.

About Street League Skateboarding

Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognised as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.

About Pro Breaking Tour

The Pro Breaking Tour stands at the forefront of elevating Breaking, hosting premier competitive events that celebrate the dance form’s artistry, athleticism, and cultural heritage. Through our meticulously organised competitions, we aim to provide a dynamic platform for breakers to showcase their talents, while fostering a community rooted in respect, unity, and creative expression. Our mission is to spotlight the vibrancy of breaking on a global stage, encouraging growth and appreciation for this dynamic element of hip-hop culture. For more information, visit ProBreakingtour.com.