As the nation prepares for an exciting summer of sport, Samsung and ex-England football international Joe Cole are teaming up to offer UK pubs a tech upgrade. Through a national vote Samsung will be giving thousands of pounds worth of TV tech upgrades to pubs across the country so they can provide the ultimate viewing experience for their customers to enjoy.  

This is after 79% of UK pub landlords stated that a good TV is crucial to increasing their revenue during key sporting event such as those that are fast approaching this year. However, financial pressures and rising costs mean investment in high-quality viewing tech remains a challenge for them. Pub and bar closures have doubled during the past five years as operators battle increased running costs and taxes.^[1]

New research from Samsung confirms watching football at the pub remains a key part of British culture, with 4 in 10 (40%) Brits watching most major football tournaments at their local. A further 86% agreed that watching it together makes them feel part of a community.

This summer, UK pubs are therefore set to see a surge of football fans eager to watch the games, with 87% of landlords noting that major football tournaments are vital for increasing their revenue – reporting an average increase of £11,000 revenue per pub during these periods and an estimated additional £495m revenue across the UK pub industry as a whole.

For these football fans across the country a venue’s quality of tech is essential, as pub-goers increasingly prioritise those with premium TV screen to ensure that they don’t miss a moment – with 60% letting it dictate their choice of pub.

A third (33%) of landlords want to invest in a new TV and sound system but simply can’t afford it, with six years being the average time since landlords across the nation last upgraded their TV. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if the TV was of poor quality.

In fact, the study also reveals that Brits consider the screen and audio set up the most important consideration when choosing a venue to watch sport (39%), food available (30%) and beers on tap (23%).

A huge 74% of Brits have stated their local or favourite pub needs a better TV in time for the summer of football. Samsung’s ‘Raise The Bar’ campaign offers a golden opportunity for venues to upgrade their tech in time for kick off, supporting venues in driving footfall and bringing communities together this summer. By providing brand new Samsung TVs fans it will ensure fans have the ultimate viewing experience so they don’t miss key moments and are able to watch  everything perfectly whether its key tackles, VAR decisions or goals.

Backed by Joe Cole, the England legend is calling on the nation to rally behind their local pubs and nominate them to win the thousands of pounds worth of brand-new equipment. In addition to tech makeover, Samsung will support venues and pubs across the country with advertising support to drive footfall during a key period. Collectively, Samsung will be putting more than £50,000* towards local pubs and venues across the country, supporting communities across the nation.

Joe Cole said: “Local pubs are at the heart of our communities, especially when it comes to football. There’s nothing quite like watching a big game down the pub surrounded by mates and the atmosphere can make all the difference.

“Having a quality TV setup that you can trust is an important part of that experience as it keeps everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create those unforgettable match day memories.”

Zeena Hill, Senior Marketing Director for Home Entertainment & Appliances at Samsung UK, said: “Local pubs and venues across the UK play a vital role in bringing communities together, especially during major sporting moments. At Samsung, we are focused on providing a high-quality viewing experience no matter where you are. We’re proud to be supporting communities across the UK and give them the opportunity to upgrade their technology to provide the best possible match day experience to their customers.

“Our aim is to help give this vital part of the hospitality sector a helping hand where it’s needed, all the while providing fans with a good reason to support their local to enjoy the exciting summer ahead, together.”

With a ‘squad’ of eleven being chosen from the customer voting process, 10 of those chosen will get their hands on a brand-new Samsung TV worth £3,000 alongside local marketing support from Samsung to help drive some football footfall and awareness. In the final stages of the campaign the squad of venues will be driving further voting to engage their local community. From this, one lucky venue will receive a transformative tech upgrade and pub makeover worth more than £10,000 including dedicated media support.

The initial vote opens at 8am today, Friday April 17, and will run until 5pm on Wednesday, May 20. To get behind pubs in need of support football fans should visit watchitonasamsung.com to nominate their local. A shortlist of eleven pubs and venues that have made it to the final stage will be unveiled on Thursday April 30, after which there will be the opportunity for fans to cast their vote for one final pub to benefit from a full tech makeover and support of a revamp. After the end of the voting period the winner and 10 runners up announced by Thursday, May 21, 2026.

Watching football together creates a sense of community and unforgettable shared memories, no matter the final score. There’s no better way to catch the game than on a Samsung TV, offering the most premium viewing experience for fans this summer.

[1] UHY, 23 March 2026

Samsung Electronics Co., Ltd. today announces a new partnership with football legend Thierry Henry as part of its pan-European campaign marking 20 years as the Global No.1 TV brand^[1]. Launching ahead of a major summer of sport, the campaign will celebrate how technology brings fans together to enjoy the game.

Rooted in the idea that football brings communities together, the campaign will introduce the brand platform, and showcase Thierry’s preferred way to watch sport, on a Samsung.

Whether watching at a local venue with friends or from the comfort of your home, the campaign will celebrate football as it’s meant to be experienced: together – elevated by premium TV experiences that transform matchday moments into lasting memories.

Ex-Arsenal and French national player, Thierry Henry, said: “For me, how you watch sport matters just as much as the sport itself. This campaign will show how technology can really elevate those moments, whether you’re watching football at a local venue or at home, it’s always better when you watch it on a Samsung.”

Zeena Hill, Senior Director of Marketing at Samsung UK and Ireland, said: “For 20 years Samsung has been at the heart of how people have experienced some of the most memorable sporting moments around the world. Football has a unique power to bring people together whether that’s watching your TV in a family living room or in a public space. This campaign with Thierry Henry celebrates these shared moments that we all love and enjoy. Because when it matters most, it’s not just what you watch but how you watch it.”

With excitement building ahead of a summer of international football, there has never been a better time to discover how Samsung TVs can elevate the viewing experience. For more information, please visit: https://www.samsung.com/uk/tvs

[1]Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia.

The event celebrated both past achievements alongside a focus on the future of entertainment. It showcased the very latest technologies from OLED and The Frame Pro through to the Music Studio speakers and the 115” Micro RGB, that were all on show on the night.

Dan Harvie, VP of Home Entertainment and Appliances for SEUK and Ireland, opened the night by reflecting on the company’s journey to date, its relentless drive for innovation and its pivotal role in the future of home entertainment. He spoke of the transformation from the humble black-and-white model to today’s TVs that provide a gateway to immersive AI experiences.

Partners and media were then treated to a special evening of food and drinks in a room that was lit up with astounding projection mapping at the exclusive venue. There were celebratory red, green and blue cocktails replicating ‘RGB’ and guests were treated to an enthralling discussion between two of UK TVs most popular personalities.

Gordon Buchannan who has travelled the world filming the most amazing wildlife scenes in some of the most extreme locations on earth and Vernon Kay a talented presenter who has been on UK TV and radio fronting everything from entertainment shows through to sport and game shows.

The message from the fireside chat between the two was clear – TVs are central to shared experiences and bring people together through moments of connection.

The event concluded with an exclusive performance from up and coming UK artist Ninush who is a highly accomplished violinist as well as singer, having arranged strings and performed with the likes of Holly Humberstone, JADE, Little Simz and Anne Marie.

For twenty years, Samsung TVs have lived quietly at the centre of people’s homes – present not only for entertainment, but for moments that connect us, move us, and stay with us long after the screen goes dark.

This year, Samsung celebrates two remarkable milestones^[1]. Firstly celebrating 20 years as the global No.1 TV brand. Secondly, our Head of PQ Labs, Shinwoo Choi, reflects on his own 20-year journey at Samsung – a career that has grown alongside the evolution of television itself.

When he first joined Samsung as a young engineer, television innovation was still defined largely by hardware. What drew him to the company was his belief that technology should shape everyday life, not just compete on specifications. “Samsung always challenged us to think beyond what was possible today, that culture pushed me to grow with the technology.”

“When people ask me about innovation, they often expect me to point to a specific breakthrough, but the moments I remember most aren’t product launches. They’re human moments.”

One of those moments came in 2010, during the Vancouver Winter Olympics. As Kim Yuna stepped onto the ice, millions of people gathered around their TVs. Families, neighbours and even strangers paused together. When she won gold it wasn’t just a sporting triumph, it became a shared emotional memory that filled living rooms across Korea and around the world.

“That was when I truly realised TVs could be more than screens, they could become the centre of collective memory.”

During the past two decades, Samsung has helped redefine what television can be – from early display breakthroughs and QLED innovation to immersive experiences, AI-powered personalisation and micro-level light control. For those building the technology from the inside however, the goal was never about specs alone.

“In the past innovation meant making things brighter or clearer. Today, true innovation is about making technology invisible.”

Modern Samsung TVs automatically adapt to content, environment and viewing behaviour, allowing people to fully immerse themselves without noticing the technology working behind the scenes. AI quietly enhances picture quality, revives old home videos and optimises scenes in real time. “If you don’t notice the technology, that’s when we’ve done our job.”

Samsung’s achievement of 20 consecutive years as the world’s No.1 TV brand is a milestone he speaks about with humility rather than triumph.

“This title belongs to the engineers, designers and teams who came before us. Many of them shaped how I think about leadership today. Being No.1 isn’t an endpoint – it’s a responsibility.”

Trust matters because TVs stay with families for years, often longer than any other screen in the home. That longevity demands reliability, durability and continued care long after purchase. Samsung’s approach reflects this, with rigorous testing, long-term software support and innovation designed to serve real human needs.

A clear example is AI upscaling. As Shinwoo explains, “This isn’t about chasing resolution, it’s about restoring cherished memories, family videos, old films – and letting people experience them with new clarity.”

Across generations, the scenes repeat themselves: families cheering during major sporting events, friends gathering for movie nights, gamers leaning forward in silence. In a world increasingly defined by personal screens, the TV remains one of the few devices that still brings people together.

He describes Samsung TVs as a ‘digital campfire’, a modern gathering point that draws people back into shared spaces and shared moments.

As Samsung reflects on two decades at the top of the global TV industry, his focus remains firmly on the future. After 20 years, his curiosity hasn’t faded, it has sharpened.

“The next chapter is about making technology even more intuitive, more present, and more human,” he says.

Television began as “Tele” and “Vision”, seeing from afar. His hope is that Samsung TVs will be remembered for something more.

Tele. Vision. Everywhere.

Always there. Always evolving. And always part of the moments that matter.

[1]Source – Omdia, Feb-2026. Samsung TV has been ranked Global No.1 selling TV Brand for 20 consecutive years by Omdia. Results are not an endorsement of Samsung.

UKTV has agreed a new partnership deal with Samsung that makes UKTV’s free linear channels available to internet-only Samsung TV viewers in the UK for the first time, and continues to ensure U content is easily accessible to Samsung TV customers. The agreement is a key part of UKTV’s Connected TV strategy, helping the broadcaster maintain visibility as audiences shift from traditional linear viewing to digital platforms.

The deal secures a dedicated rail on the Samsung home screen for U content. It also means Samsung TV owners in the UK will be able to access UKTV’s free linear channels on Samsung TVs via the internet without the need for other connections like an aerial for the first time. Later this year U&DRAMA, U&Dave, U&YESTERDAY, U&W and U&eden will all be delivered to Samsung TV viewers via a deep link from Samsung’s Universal Guide into the U app.

Coverage spans millions of Samsung TVs^[1], with additional features within Samsung’s ‘Live’ tab of the user interface and Universal Guide to ensure UKTV’s channels and on demand content remain front and centre for IP-only audiences.

Together with ongoing investment in UKTV’s free streaming app U, the launch of UKTV’s linear channels on Freely, the recently announced deal to carry the U service on Channel 4 streaming, and UKTV’s long-term pay TV partnerships with Sky and Virgin Media, this deal ensures UKTV’s content will remain easy to find, keeping engagement strong as viewing habits evolve.

Jonathan Newman, General Manager, Commercial, UKTV and BBC Studios UK/Ireland, said: “This new deal builds on our already fruitful and wide-ranging partnership with Samsung. It will make the U app even more accessible to Samsung’s customers and ensure UKTV’s rich mix of content remains highly visible across VOD and linear.”

Dan Harvie, VP of Home Entertainment and Appliances at Samsung UK and Ireland, said: “UKTV is a key part of the vast range of entertainment that is included within a Samsung TV. We are always aiming to help our customers enjoy the very best possible entertainment experience and with UKTV we are delivering access to a whole host of different broadcast content.

“As the world’s number one TV brand for 20 consecutive years, Samsung is committed to delivering innovation that enhances every aspect of the viewing experience. This collaboration reaffirms our dedication to providing our customers with the ultimate entertainment ecosystem, including the rich content offerings of UKTV alongside the likes of Samsung TV Plus and our built-in broadcast app access.”

This deal is one of several ways UKTV partners with Samsung, including collaborations on Connected TV, FAST channels and advertising to drive reach and engagement across its portfolio.

[1]The U app is available on all Samsung TV models from 2016 although some features such as the dedicated rail and deeplinks from the Universal Guide may be accessible through different user journeys on older models.The dedicated UKTV rail has been available on all Samsung TV models from 2021 onwards

Samsung Electronics Co., Ltd. today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year – marking two decades as the global leader in the television industry.

Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust, built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015:The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018:8K TVs delivered over 33 million pixels — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens.
• Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED line-ups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its line-up. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimise picture, sound and personalisation in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognised and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.