“The Youth Olympic Games represent an important stage in a young athlete’s journey — where competition, connection, and personal growth come together,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “At Dakar 2026, we are committed to bringing the Games to more people and enriching the experience for the athletes who take part through purposeful Galaxy innovation and programs designed around their needs.”  

Helping Power the Youth Olympic Games: Bringing Galaxy Innovation to Dakar 2026

Having introduced sports technology integrations at Paris 2024 and Milano Cortina 2026, Samsung is now bringing these innovations to the Youth Olympic Games for the first time.

Galaxy S26 Ultra devices are being incorporated into skateboarding and taekwondo coverage alongside existing broadcast cameras, enabling handheld, close-up, and vertical perspectives that can complement traditional production. Dakar 2026 is also serving as an opportunity to test and learn from these applications as Samsung continues exploring how mobile technology can support future Games experiences, including on the road to the LA28 Games.

The Olympic Victory Selfie is making its Youth Olympic Games debut at Dakar 2026, extending a program that has become an iconic expression of athlete celebration at the Olympic and Paralympic Games since its debut at Paris 2024. Centered on connection, emotion, and self-expression, Victory Selfie gives athletes a more personal way to capture and share the moments that define their journey.

Using Galaxy Z Flip7 Olympic Edition devices, medalists across disciplines will have the opportunity to commemorate their winning moments as part of Victory Selfie activations around medal ceremonies to create lasting memories of their achievement that are sharable with friends, family, and supporters around the world.

Supporting Athlete Journeys: Enriching the Games-time Experience for Young Olympians

At the Samsung Open Station inside the Youth Olympic Village, Samsung is creating a welcoming, relaxed space where athletes can step away from competition, meet peers from around the world, and explore new ways to express themselves through Galaxy technology. Inspired by Dakar’s coastal environment, the space brings together interactive activities designed to help athletes celebrate their individuality, create lasting memories, and reflect on where their journeys may take them next. These activities include:

• Victory Talk – Athletes can capture their Dakar 2026 experience through a short-form video built around casual questions about themselves, their time at the Games, and their aspirations for the future.

• Victory Wall – Using Galaxy devices, athletes can transform their photos into personalised Olympic-themed characters and posters, celebrating their individuality and creativity.

• Victory Photo Zone – Athletes can recreate the excitement of a medal ceremony moment by capturing and sharing the excitement of standing on the podium.

• Community Lounge – A relaxed social space where athletes can connect with one another, play a Dakar-themed mobile skateboarding game, personalise keepsakes, and discover Galaxy Tips designed to help them get more from their devices.

• Mentoring Session: Beyond the Medal – Mentoring session where Olympians and IOC Athlete Role Models help young athletes shape their lives beyond competition.

Samsung’s Commitment to the Olympic Games: Bringing the Dakar 2026 Closer to Local Communities

Dakar 2026 marks a milestone as both the first Olympic sporting event held on the African continent and as a new chapter in Samsung’s support of the Youth Olympic Games, which dates back to Singapore 2010. Alongside its athlete-facing programs, Samsung is extending the excitement of the Games into communities across Senegal through local media, digital, retail, and consumer activations designed to help more people take part in the excitement of Dakar 2026.

Out-of-home campaigns will spotlight Dakar 2026 – and Samsung’s programming – across key locations in Dakar and Senegal while Samsung consumer experience zones will bring the excitement of the Youth Olympic Games into local communities. This will give fans opportunities to explore Galaxy technology, take part in interactive sports and AI-powered challenges, and create their own Olympic-inspired moments.

Samsung is also working with domestic partners on their retail initiatives for Dakar 2026, including special Galaxy offers and in-store activations, while a citywide pin program spanning Samsung locations will encourage consumers to explore the Games and participate in Samsung experiences throughout Dakar.

Together, these programs extend Samsung’s commitment to the Olympic Games beyond the competition venues — supporting young athletes at the center of the Games while creating more ways for local fans and communities to experience and celebrate this historic moment.

A Worldwide Olympic and Paralympic Partner, today announced that it is bringing Galaxy technology and athlete-centered programming to the Youth Olympic Games Dakar 2026 to enrich the experience of young athletes during an important stage in their Olympic journeys.

Taking place in Senegal from Oct. 31 to Nov. 13, Dakar 2026 is bringing together more than 2,700 young athletes from 207 countries across 25 sports. It also marks a historic milestone as the first Olympic sporting event to be held on the African continent. Additionally, Samsung is drawing on nearly four decades of experience within the Olympic Movement to further strengthen its commitment to the Youth Olympic Games, which dates back to the inaugural edition, Singapore 2010.

“The Youth Olympic Games represent an important stage in a young athlete’s journey — where competition, connection, and personal growth come together,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “At Dakar 2026, we are committed to bringing the Games to more people and enriching the experience for the athletes who take part through purposeful Galaxy innovation and programs designed around their needs.”  

Helping Power the Youth Olympic Games: Bringing Galaxy Innovation to Dakar 2026

Having introduced sports technology integrations at Paris 2024 and Milano Cortina 2026, Samsung is now bringing these innovations to the Youth Olympic Games for the first time.

Galaxy S26 Ultra devices are being incorporated into skateboarding and taekwondo coverage alongside existing broadcast cameras, enabling handheld, close-up, and vertical perspectives that can complement traditional production. Dakar 2026 is also serving as an opportunity to test and learn from these applications as Samsung continues exploring how mobile technology can support future Games experiences, including on the road to the LA28 Games.

The Olympic Victory Selfie is making its Youth Olympic Games debut at Dakar 2026, extending a program that has become an iconic expression of athlete celebration at the Olympic and Paralympic Games since its debut at Paris 2024. Centered on connection, emotion, and self-expression, Victory Selfie gives athletes a more personal way to capture and share the moments that define their journey.

Using Galaxy Z Flip7 Olympic Edition devices, medalists across disciplines will have the opportunity to commemorate their winning moments as part of Victory Selfie activations around medal ceremonies to create lasting memories of their achievement that are sharable with friends, family, and supporters around the world.

Supporting Athlete Journeys: Enriching the Games-time Experience for Young Olympians

At the Samsung Open Station inside the Youth Olympic Village, Samsung is creating a welcoming, relaxed space where athletes can step away from competition, meet peers from around the world, and explore new ways to express themselves through Galaxy technology. Inspired by Dakar’s coastal environment, the space brings together interactive activities designed to help athletes celebrate their individuality, create lasting memories, and reflect on where their journeys may take them next. These activities include:

• Victory Talk – Athletes can capture their Dakar 2026 experience through a short-form video built around casual questions about themselves, their time at the Games, and their aspirations for the future.

• Victory Wall – Using Galaxy devices, athletes can transform their photos into personalised Olympic-themed characters and posters, celebrating their individuality and creativity.

• Victory Photo Zone – Athletes can recreate the excitement of a medal ceremony moment by capturing and sharing the excitement of standing on the podium.

• Community Lounge – A relaxed social space where athletes can connect with one another, play a Dakar-themed mobile skateboarding game, personalise keepsakes, and discover Galaxy Tips designed to help them get more from their devices.

• Mentoring Session: Beyond the Medal – Mentoring session where Olympians and IOC Athlete Role Models help young athletes shape their lives beyond competition.

Samsung’s Commitment to the Olympic Games: Bringing the Dakar 2026 Closer to Local Communities

Dakar 2026 marks a milestone as both the first Olympic sporting event held on the African continent and as a new chapter in Samsung’s support of the Youth Olympic Games, which dates back to Singapore 2010. Alongside its athlete-facing programs, Samsung is extending the excitement of the Games into communities across Senegal through local media, digital, retail, and consumer activations designed to help more people take part in the excitement of Dakar 2026.

Out-of-home campaigns will spotlight Dakar 2026 – and Samsung’s programming – across key locations in Dakar and Senegal while Samsung consumer experience zones will bring the excitement of the Youth Olympic Games into local communities. This will give fans opportunities to explore Galaxy technology, take part in interactive sports and AI-powered challenges, and create their own Olympic-inspired moments.

Samsung is also working with domestic partners on their retail initiatives for Dakar 2026, including special Galaxy offers and in-store activations, while a citywide pin program spanning Samsung locations will encourage consumers to explore the Games and participate in Samsung experiences throughout Dakar.

Together, these programs extend Samsung’s commitment to the Olympic Games beyond the competition venues — supporting young athletes at the center of the Games while creating more ways for local fans and communities to experience and celebrate this historic moment.

London, UK – January 10, 2020 – Samsung Electronics Co., Ltd., a Worldwide Olympic Partner in the Wireless Communications Equipment and Computing Equipment category, is bringing cutting-edge mobile technology and Olympic inspiration to the Youth Olympics Games Lausanne 2020. In addition to its Olympic Showcase, Samsung is connecting the future generation of Olympic athletes with current Olympian Dina Asher-Smith to defy barriers to achieve meaningful progress and push beyond all limits with an inspirational panel session.

“Samsung has supported the Olympic Movement for over 30 years, and we are proud to continue our legacy by empowering this generation of athletes to ‘Do What You Can’t’ spirit at the Youth Olympic Games Lausanne 2020,” said Stephanie Choi, Senior Vice President and Head of Global Marketing Team of Mobile Communications Business, Samsung Electronics. “From Lausanne to Tokyo, this Olympic year holds many exciting opportunities for Samsung to showcase innovation and change the way participants experience the Games through mobile products and services with 5G connectivity.”

Throughout the Youth Olympic Games, visitors will be able to immerse themselves in Samsung’s groundbreaking technology at the Samsung Olympic Showcase located in the Yodli Park. Visitors will be able to experience:

• 5G Galaxy Smartphones: Samsung’s Olympic Games Showcase invites visitors to experience the most recent editions of Samsung’s 5G smartphones, including the Galaxy S10, Galaxy Note10, Galaxy Fold and Galaxy A90.
• Creative Experiences: Visitors will be also able to interact with the creative capabilities of Samsung mobile technology, such as Galaxy smartphone cameras, S Pen and VR.
• Olympic Pins:Visitors will have the opportunity to receive special Samsung Olympic pins that embody the value of the Youth Olympic Games.

To further empower connection and inspire the next generation of Olympic athletes, Samsung will also host a special panel discussion as a part of the ’Chat with Champions’ series, co-hosted with the International Olympic Committee. Athletes competing in the Youth Olympic Games are invited to learn more on building their personal brand, and to hear inspirational stories that will keep them motivated as their careers develop – on and off the field of play. Panelists will include:

• Stephanie Choi, Senior Vice President and Head of Global Marketing Team, Mobile Communications Business at Samsung, who will provide insights about Samsung brand and her career journey as an industry leader and innovator;
• Dina Asher-Smith, World Champion sprinter, Team GB Olympic Medalist, and one of Team Galaxy athletes, who will share her story of defying barriers to become the fastest British woman in recorded history;
• Janosch Nietlispach, Six-time Kickboxing World Champion turned social media influencer, who will talk about how he became an athletic influencer, interacting with fans on social platforms.
• Zac Farrer, Global Partnership EMEA, Facebook, who will share tips on how athletes can grow their personal brand and expand their communities on social media.

Participating athletes are invited to visit the special ‘Chat with Champions’ session at the Yodli Café at 8 pm on Jan 12th to meet other athletes and share encouraging messages to support one another.

“Samsung has been an integral part of elevating the Olympic Games’ fan experience through their innovative technology and powering lifelong memories for athletes and fans alike,” said Timo Lumme, Managing Director of the IOC Television and Marketing Services. “As we celebrate what the future of the Olympic Games will look like for future generations in Lausanne 2020, it’s only natural that Samsung is helping make that connection.”

As a longstanding Olympic partner, Samsung will continue its support for athletes defying barriers beyond the Youth Olympic Games Lausanne 2020 to the Olympic and Paralympic Games Tokyo 2020.

Fans and volunteers experience the Galaxy Fold, Note10+ 5G, and A90 5G smartphone devices at the Samsung Olympic Showcase in Yodli Park during the Youth Olympic Winter Games Lausanne 2020.

 Samsung Olympic Showcase, the unique dome-shaped venue put Samsung’s latest technology on display, in addition to providing various experiences during the Youth Olympic Winter Games Lausanne 2020.

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.