Across mountains, cities and stadiums – from San Siro to the slopes of Livigno, from the Olympic Village to the heart of Milan – Samsung’s mobile innovation helped connect athletes, fans and communities in every moment.

Guided by the message “Open always wins,” Samsung brought new perspectives to the Olympic and Paralympic Winter Games, opening up podium celebrations, broadcast storytelling, athlete connection and everyday interactions in ways that felt more personal, more immersive and more human than ever before.

Key Milano Cortina 2026 numbers:

• Victory Selfie: The Victory Selfie was incorporated into the official medal ceremony across all events at the Olympic and Paralympic Winter Games Milano Cortina 2026
• Team Samsung Galaxy: 73 athletes across 18 countries shared their Openness stories throughout Milano Cortina 2026
• Galaxy Z Flip7 Olympic Edition distributed: To nearly 3,800 Olympic and Paralympic athletes
• Opening Ceremony broadcast integration: 26 Galaxy S25 Ultra devices embedded with Olympic Broadcasting Services (OBS)
• Interpreter-enabled Games-time support: 850+ Galaxy devices embedded with Interpreter provided across the Olympic and Paralympic Winter Games footprint
• Galaxy Charging Station: 64 stations helped spectators stay powered throughout the Games

The Samsung Newsroom revisits the defining milestones that shaped Milano Cortina 2026.

Winning Together: Victory Selfie Becomes Iconic Podium Culture

On the Olympic podium, the instinct to share a once-in-a-lifetime achievement comes naturally. Victory Selfie captures that instinct —as a real, athlete-shaped moment of connection, self-expression and shared celebration.

▲ Gold medalists of Team United States, silver medalists of Team Japan and bronze medalists of Team Italy pose for a Victory Selfie after the figure skating team event. (Photo by Andreas Rentz / Getty Images)

At Milano Cortina 2026, Victory Selfie continued to grow into an iconic podium culture, reflecting how athletes choose to remember and share the emotion of the moment — whether standing alone, side by side, or as a team. Powered by the Galaxy Z Flip7 Olympic Edition^[1], medalists captured their victories during the medal ceremony, turning medal moments into personal, shareable memories in their own voice.

Across the Olympic and Paralympic Winter Games, Victory Selfie became an official part of the medal ceremony across all events — reinforcing the podium as more than a ceremonial stage, but a cultural moment of unity, gratitude and celebration.

In a broader sense, Victory Selfie also reflected the spirit of Openness — showing that the Olympic and Paralympic Games are not only about competition, but about sportsmanship, connection and the moments that bring people together beyond results.

That same spirit continued beyond the podium, as Team Samsung Galaxy shared “Open always wins” stories throughout the season, with 68 members across 17 countries bringing fans closer to the athletes and moments behind the Games.

Nearly 3,800 Athletes Connected With the Galaxy Z Flip7 Olympic Edition

For Milano Cortina 2026, Samsung provided the Galaxy Z Flip7 Olympic Edition to nearly 3,800 Olympians and Paralympians. Designed as an intelligent, pocket-sized companion, the Olympic Edition supported athletes from Olympic Village life to medal ceremonies.

▲ U.S. figure skaters, including Team Samsung Galaxy star and Milano Cortina 2026 gold medallist Alysa Liu, show off their Galaxy Z Flip7 Olympic Edition at the Samsung Open Station in the Olympic Village. (Photo courtesy of Samsung Electronics)

With Galaxy AI at the core, the Olympic Edition helped athletes communicate, create and share more seamlessly throughout their Games-time journey. Key capabilities included:

• Interpreter^[2], powered by Galaxy AI — enabling real-time translation processed directly on device, helping conversations stay natural
• Dual Recording^[3], allowing athletes to capture both sides of a moment at once — their reactions and the world around them — for richer, more immersive storytelling
• Photo Assist^[4], supporting fast, high-quality edits that helped athletes be creative and share memorable images with ease
• Now Brief^[5], delivering personalised daily updates such as reminders and calendar events to support a smoother routine amid an intense schedule
• Games-time athlete services and connectivity support, including access to Athlete365, the Galaxy Athlete Card helping athletes stay informed and connected throughout the Olympic and Paralympic Games

The device’s distinctive design — combining Samsung’s signature blue with a custom gold frame — symbolised both unity and excellence, reflecting the spirit of Milano Cortina 2026.

Dynamic Perspectives: Galaxy Devices Integrated Into the Opening Ceremony Broadcast

Milano Cortina 2026 also expanded how fans experienced Games-time storytelling. In collaboration with Olympic Broadcasting Services (OBS), Samsung helped introduce new, immersive perspectives into the Opening Ceremony broadcast environment.

For the first time at an Olympic Winter Games Opening Ceremony, 26 Galaxy S25 Ultra devices were embedded across the live broadcast setting. Positioned across athlete entrance tunnels, stadium stands and dynamic camera rig placements, Galaxy devices captured immersive views wirelessly and in real time — complementing traditional broadcast infrastructure and helping viewers worldwide feel closer to the emotion of the moment.

▲ The Galaxy S25 Ultra helped film the live broadcast of the Opening Ceremony of the Olympic Winter Games Milano Cortina 2026 at San Siro Olympic Stadium (Photo courtesy of Samsung Electronics)

From the Parade of Nations to behind-the-scenes celebrations, athletes also used their Galaxy devices to capture and share personal Opening Ceremony memories — extending the experience beyond the stadium into the hands of the people who lived it.

Beyond the Spotlight: Connecting Everyday Moments Across the Olympic and Paralympic Games

Across Olympic Villages and venues, Samsung equipped select Games-time support teams with Galaxy devices featuring Interpreter, powered by Galaxy AI^[6] — enabling real-time translation processed directly on device, supporting day-to-day interactions without relying on network connectivity across geographically distributed mountain locations.

▲ Team Samsung Galaxy figure skater Daniel Grassl of Italy uses Galaxy AI-powered Interpreter at the Milano Cortina 2025 Olympic Village (Photo courtesy of Samsung Electronics).

In total, more than 850 Galaxy devices embedded with Interpreter were provided to a select group of volunteers to support Games-time assistance across the event footprint, helping conversations stay smooth, welcoming and human-centered.

Inside competition venues, Samsung technology also supported operations and fair play. Samsung monitors supported officiating in Short-Track Speed Skating disciplines, contributing to operational clarity and consistency during competition.

Around host cities and venues, 64 Galaxy Charging Stations helped spectators stay powered during long event days, ensuring meaningful moments could be captured and shared in real time, without interruption.

Samsung House: A Central Hub for Openness

At the heart of Milan, inside the historic Palazzo Serbelloni, Samsung House became a central gathering space for athletes, media and partners throughout both the Olympic and Paralympic Winter Games.

▲ A view of Samsung House, inside the historic Palazzo Serbelloni, in Milan, Italy (Photo courtesy of Samsung Electronics)

It hosted National Olympic Committee events, live competition viewings, athlete visits, media engagements and stakeholder meetings – creating space for reflection and shared celebration beyond competition.

The venue also showcased Samsung’s Olympic legacy through the Olympic Edition Gallery, featuring Olympic Editions from across the years and bridging nearly four decades of innovation with the present moment of Milano Cortina 2026.

▲ Norwegian speed skater and 5000m gold medallist Sander Eitrem visits Samsung House and takes a Victory profile photo with the Galaxy S25 Ultra. (Photo courtesy of Samsung Electronics)

Meanwhile, the Victory Profile portrait series was captured on Galaxy S25 Ultra — featuring athletes throughout Milano Cortina 2026 — and visitors were invited to step into the experience themselves, using the same device to capture their own moment.

Opening Up the Future: From Milano Cortina 2026 to LA28

From Olympic Editions distributed to thousands of athletes, to broadcast integration, AI-powered communication tools and Games-time operational support, Samsung’s role at Milano Cortina 2026 reflected the evolving way the world experiences the Olympic and Paralympic Games.

As Milano Cortina 2026 came to a close, attention began to shift toward what comes next. Building on the spirit of “Open always wins,” Samsung will continue to open up the Olympic and Paralympic experience with new perspectives, new technologies and new generations, ensuring that connection remains at the heart of the Olympic and Paralympic Games through LA28.

[1]Galaxy Z Flip7 Olympic Edition is not for sale.

[2]Interpreter requires Samsung Account login. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Availability and supported features may vary by country, region or carrier. Availability of supported languages may vary. Supported languages include Korean, English, French, German, Italian, Spanish, Portuguese, Chinese, Japanese, Polish, Hindi, Thai, Vietnamese, Russian, Bahasa Indonesia, Arabic, Dutch, Swedish, Turkish, Romanian, Filipino, and Gujarati.

[3]Dual Recording zoom-in feature supports up to 10x.

[4]Generative Edit feature for Photo Assist requires a network connection and Samsung Account login. Editing with Generative Edit may result in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[5]Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model or apps. Some features may require a network connection.

[6]Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties

Stephanie Choi, Senior Vice President and Head of Marketing Team of Mobile Communications Business at Samsung Electronics.

Q1) What are your earliest memories of the Olympic Games?

I remember the Olympic Games Seoul 1988 very clearly. It was a historic event symbolising the 80s, which was a time of globalisation and rapid economic growth in South Korea.

Seoul 1988 was particularly memorable for me because it gifted me with the opportunity to participate as the Accompanying and Guide Staff volunteer for Juan Antonio Samaranch, President of the IOC at the time.

In addition to my personal experience, it was also very significant for South Korea to host the Games, which symbolised a peaceful Olympic experience for all for the first time since the Olympic Winter Games Lake Placid 1980. At the end, Team Korea ranked in 4th place, which generated a lot of pride and excitement for our country. To this day, I still recognise that Seoul 1988 sparked my deep attachment and passion for the Olympic Games and everything it stands for.

Q2) What makes the Olympic Games so special, in your opinion?

Of course, watching the various events and athletes compete is entertaining, but I believe what makes the Games so special and touching are the moments in which Olympians push beyond all limits.

Watching a seemingly impossible record get broken during the Games and seeing a new face on the podium makes me question what our limits really are, and it makes me question if I am limiting myself – which aligns perfectly with Samsung’s philosophy of “Do What You Can’t”. It’s part of our company’s heritage to fight the odds and defy barriers to achieve meaningful progress, which is not only a core value for Samsung, but also personified at the Games. As an organisation, those values are also how we strive to make life better through innovative technology.

In the same year I joined Samsung, we released a documentary as part of our Rio 2016 Olympic campaign. The film, “A Fighting Chance”, highlighted the untold stories of four athletes on their quest to overcome remarkable barriers to compete in the Olympic Games and celebrated the spirit of brave young athletes who embodied both Olympism and the values that we try to honour as a company.

Q3) How did you become involved in sports marketing/sponsorship?

I joined Samsung Electronics in 2016 to work for Global Retail Group and was part of the Olympic Winter Games PyeongChang 2018. Last year, I took over Global Marketing for the Mobile Communications Business, which includes the development and execution of the Tokyo 2020 Olympic campaign. Prior to joining Samsung, I experienced the Olympic Games with Johnson & Johnson for the Olympic Winter Games Turin 2006 and the Olympic Games Beijing 2008.

It’s exciting to be part of Samsung’s sports marketing efforts for Tokyo 2020 because I can leverage my past experiences and combine it with the company’s rich 30-year history with the Olympic Games. Our brand’s commitment to the Olympic Movement allows us to enhance Samsung’s brand relationship with athletes, fans and consumers.

Through our ongoing commitment to connecting with and inspiring Olympic athletes and fans around the world, we’ll continue to dedicate efforts to our main activations, which include: on-site brand pavilions; global marketing initiatives that connect athletes with fans and consumers; athlete sponsorships; Olympic Games Limited Edition phones uniquely themed to each Games; and digital campaigns that have increased participation and enhanced the Olympic experience for all.

Q4) What is unique/special about Olympic sponsorships?

The Olympic Games are made up of touching stories by athletes, that capture the attention of millions of people from around the world.

As the Olympic Partner in the Wireless Communications category, Samsung has the opportunity to help break borders between regions and change the way consumers experience the Olympic Games. New technology, such as 5G, is creating faster ways for fans to participate in the Games like never before, and giving athletes and fans the opportunity to stay even more connected and engaged through digital and social platforms.

As a TOP Partner, we are in a unique and special position to continue to enhance the Olympic experience for fans around the world by helping provide innovative mobile technology that seamlessly connects the 5G environment across intuitive ecosystems, contributing to a memorable Olympic experience for all.

Q5) Are sports sponsorships still as relevant today as they have been previously?

Yes, they are. There are constant changes from one edition of the Games to the next. To name a few, what we’re seeing now is that the trends are quickly evolving, the variety of experiential content is increasing, and the new sports categories added to the Games are generating a lot of excitement. On top of that, Samsung believes that the emotional value and the Olympic spirit of global harmony are core elements that carry over and are as important today as they have ever been.

We are well aware that Millennials, who are digital natives, value personal interests and accept the perspective of others. Because of this, we are creating fun and vibrant content with technology for them to enjoy and experience the Olympic Games through their mobile devices.

As part of our commitment to creating a better Olympic experience for all, Samsung will continue to support new initiatives by working in collaboration with the IOC and assisting with the development of the digital future of the Games.

Q6) How significant has Olympic Agenda 2020 been to a TOP Partner such as your company?

As a TOP, Samsung Electronics embraces the progress of the Olympic Movement through Olympic Agenda 2020. Samsung has always valued progress and change towards a better future.

Through a partnership with the United Nations Development Programme (UNDP), Samsung is committed to the Sustainable Development Goals (SDG), also known as the “Global Goals”, which is an effort to support 17 different causes that can make a difference in the world.

Galaxy users can tap into the “Samsung Global Goals” application to gain a better understanding of the UN’s SDGs or to donate to the UNDP. Advertising profits from the application will be used to support specific goals, and Samsung will donate a matching amount to help achieve a more sustainable tomorrow.

Other initiatives that align with Olympic Agenda 2020 include Samsung’s “Enabling People”, which is a new vision for global citizenship initiatives, with an emphasis on youth education.

As it relates to Olympic campaigns, Samsung has a history of valuing the Olympic spirit of global harmony as seen most recently at Rio 2016 with “The Chant”, “The Anthem” digital spots that convey how the Olympic Games inspire harmony and celebrate unity through cultural, personal, and technological connections. Another example mentioned earlier is “A Fighting Chance” documentary, which is the type of spirit and initiative we’ll continue to value during Tokyo 2020 and beyond.

Q7) How is your company approaching the Olympic Games Tokyo 2020? Are there any specific plans that can be shared?

Samsung is continuing to provide new ways for athletes, host countries and fans around the world to enjoy the Olympic Games through their mobile devices. Together with the IOC, we will provide all athletes with Olympic Edition phones so they can share their Olympic experience and stay connected with friends, family and fans.

Last year, we opened “Galaxy Harajuku” – Samsung Product Showcase, in Tokyo where people can interact with Samsung’s innovative technology. At the showcase, visitors can experience fun attractions using Samsung’s state-of-the-art technology and also enjoy Olympic-related events and programmes. During the Olympic Games, Samsung Olympic Showcases will feature enhanced experiences that will allow fans to celebrate the Olympic spirit through immersive experiences.

For Tokyo 2020, we’ll also work with Team Galaxy, which is a group of athletes who embody Samsung’s philosophy and values. Through their journey to the Olympic Games, Team Galaxy will inspire fans and spread excitement for the Olympic Games by demonstrating progress and defying barriers.

Q8) What specific opportunities do the Tokyo Games present for your company?

The Olympic Games Tokyo 2020 will be the most technologically advanced Games yet. Samsung expects technology will make life better by creating new experiences and new connections that will enable Olympians and fans to participate in the Olympic Games like never before.

Learning from past experiences, Samsung will apply a new approach to our Olympic marketing efforts for Tokyo 2020. Since the Olympic Games Tokyo 2020 are the first Games to utilise 5G speed widely, we’ll create better opportunities for athletes and fans to capture and share exciting content in a faster way through Samsung devices.

Q9) How do you see your Olympic partnership developing in the years and Games to come?

Samsung began its legacy with the Olympic Games over 30 years ago as a local sponsor of Seoul 1988 and was then elevated into a Worldwide Olympic Partnership during Nagano 1998.

With the recent extension to Los Angeles 2028, we will support every edition of the Olympic Games, Paralympic Games and Youth Olympic Games through that time. At the Winter Youth Olympic Games Lausanne 2020, which starts this week, Samsung will have a series of activations in collaboration with the IOC to help the future Olympic generations achieve their dreams and feel inspired to stay immersed with the Olympic Movement.

As an athlete, hitting ‘100 days to go’ until competition begins (at the Winter Olympic Games), is the moment when it all starts to feel real. The moment you dream of, train and prepare for is just around the corner. Last weekend marked that milestone and I had the chance to celebrate it in a truly memorable way, by teaming up with Samsung UK, a presenting partner of the Pyeongchang 2018 Olympic Torch Relay and Winter Olympic Games .

The Olympic Torch Relay began on November 1^st 2017 in Incheon Metropolitan City. The 147km leg across the city of Busan took place across three days and included around 405 runners, and I was lucky enough to be one of them.

SAMSUNG CSC

SAMSUNG CSC

After more than 14 hours in the air, including a brief stopover in Tokyo, we touched down in Busan last Friday afternoon for a very special day and a half. I was immediately struck by the stunning scenery and outstanding architecture in South Korea; it’s so cool that the Games will be held there.

After the chance to experience the best Busan has to offer, including the hustle and bustle of Gukje Market and the epic history of the Beomeosa Temple, I set off to be a part of this unique opportunity alongside Amy Williams, Ellie Simmonds, Susie Rodgers and Rowan Cheshire. The atmosphere was electric, the crowd were cheering even before we had made it onto the bus to take us to the official relay. Standing on the side lines, hearing the crowds and the parade as I stood with my torch was honestly mad, I thought to myself – this is a moment I will treasure for the rest of my life!

Thanks to Samsung UK I was able to capture the highlights using my Galaxy S8, and you can see a video of my adventure here:

Samsung is a presenting partner of the PyeongChang 2018 Olympic Torch Relay and is enabling a great number of inspirational Torchbearers to ‘Do What You Can’t’ by contributing to local communities, through its worldwide public nomination campaign.