Samsung Supercharges the March Madness® Fan Experience

Samsung Galaxy and the National Collegiate Athletic Association® (NCAA) have announced a multi-year partnership integrating Samsung technology into fan and student-athlete experiences. The collaboration is the latest example of Samsung’s commitment to using its technology to empower athletes, leagues, and fans.

“At Samsung, we believe the best technology brings people closer to the moments they care about most,” said Keena Grigsby, Chief Marketing Officer and Vice President of Mobile eXperience at Samsung Electronics America. “From performance insights for athletes to breakthrough camera innovation that captures the game from entirely new perspectives, we’re excited to elevate the experience for players and fans alike. Fans are going to be see some things this tournament from Samsung they haven’t seen before.”

Samsung’s NCAA partnership is helping fuel the passion that makes college sports exciting and unforgettable during this year’s Men’s and Women’s NCAA basketball tournaments by upgrading the fan experience at the games, on digital platforms, and during studio broadcasts.

“College basketball is built on passion and moments — from the athletes pushing the limits on the court to the buzzer beaters, the upsets, and the plays that make you jump out of your seat,” said Grigsby. “Through our partnership with the NCAA, Samsung Galaxy is bringing fans closer to the action than ever before, capturing the emotion and the moments that make March Madness unforgettable.”

It’s all kicking off with Samsung’s Galaxy Upgrades campaign, which will elevate the fan experience and make every moment feel like an upgrade.

Helping the Boozer Twins Navigate Collegiate-Athlete Life with Galaxy S26 Ultra and Privacy Display

With the countdown to the March Madness tournament in full swing, Samsung is rolling out a new creative campaign featuring college basketball stars and twin brothers Cameron and Cayden Boozer airing across linear, streaming, and digital platforms.

The spots showcase how the new creative capabilities and built-in Privacy Display¹ make Galaxy S26 Ultra the perfect companion for navigating life on the court, in the classroom, and across campus.

Upgrading the Fan Experience On and Off the Court

Samsung is helping fans see what a real upgrade feels like with Galaxy. In partnership with House of Highlights, Samsung will be upgrading the moment for fans with Samsung devices and merchandise, and sharing the excitement on social media.

Samsung will also take its innovative approach to the skies, offering fans spectacular live drone shows on March 20 outside The Phillies Ballpark following first round action in Philadelphia, and again on April 3 at Men’s Final Four® Fan Fest during the Men’s Final Four Weekend in Indianapolis.

Samsung Galaxy is returning as the presenting sponsor of the NCAA Super Saturday Practice at Mortgage Matchup Center in Phoenix on April 4 ahead of the women’s national championship game. Fans who attend the free surprise and delight event can take part in the Samsung Courtvision Challenge, taking shots on the court inspired by Samsung Galaxy camera features.

Connecting Athletes and Fans

Throughout the tournament, catch the biggest moments from buzzer beaters to bracket-busting upsets with House of Highlights sponsored by Samsung Galaxy. Samsung Galaxy will also elevate the viewing experience via studio, broadcast, and digital integrations and will be a part of Bleacher Report’s Courtside Cam offering fans an inside look at select Men’s and Women’s tournament games.

Samsung Galaxy and NCAA will collaborate across additional sports throughout the year to bring new experiences to fans and continue to recognize the extraordinary achievements of college athletes.

“We are excited to partner with Samsung Galaxy and value their continued commitment to supporting student-athletes, their presence will help elevate fan and athlete connections,” said Ellen Lucey, Director of Championships Engagement for the NCAA. “We look forward to working with Samsung Galaxy to create engaging environments during March Madness and beyond.”

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