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Samsung Electronics launched its first “Samsung House” at Milan’s historic Palazzo Serbelloni as the South Korean technology company strengthens its presence at the Milano Cortina Winter Games. The Olympic sponsor unveiled the dedicated space during a ribbon-cutting ceremony on Wednesday night, featuring cultural performances including a South Korean dance troupe and Italian opera singer. Samsung also announced it will distribute approximately 3,800 Galaxy Z Flip7 Olympic Edition smartphones to every Olympian and Paralympian at the winter games.
According to Executive Vice President Stephanie Choi, the Samsung House serves as a connection hub designed for athletes and the broader Olympic community. The facility aims to provide a venue for sharing stories, exchanging ideas, and celebrating Olympic values of excellence, respect, and human achievement, Choi said at the event.
Samsung House Enhances Olympic Sponsorship Strategy
The establishment of Samsung House represents an evolution in the company’s Olympic marketing approach, which dates back to 1988 when it first sponsored the Seoul Olympics as a local partner. The technology giant expanded its commitment by becoming a worldwide Olympic sponsor in 1998. Samsung’s current sponsorship agreement extends through the 2028 Los Angeles Olympics, demonstrating a long-term investment in the global sporting event.
Additionally, Samsung is reviving its “victory selfies” program, a form of athlete-led product placement that the company first introduced at the Paris Games. This initiative encourages athletes to capture and share moments using Samsung devices, generating organic visibility for the brand across social media platforms. The program combines traditional sponsorship with modern influencer marketing techniques, leveraging athletes’ social media presence.
Athletes Embrace Samsung Technology
The distribution of Olympic Edition smartphones has already generated enthusiasm among athletes, according to Anne-Sophie Voumard, chief marketing officer of the International Olympic Committee. Voumard reported witnessing positive reactions during an Olympic Village visit two days before the official announcement. “I could see sparks in the eyes of the athletes as they were picking up their phones,” she said, describing the initial device distribution.
The Galaxy Z Flip7 Olympic Edition represents Samsung’s latest mobile technology showcase at a major international sporting event. By providing these devices to participants, Samsung gains product visibility while equipping athletes with communication tools during their competition period. The initiative also creates potential for user-generated content featuring Samsung products throughout the games.
Strategic Location and Timing
The choice of Palazzo Serbelloni as the Samsung House location carries symbolic significance for the Milano Cortina Winter Olympics. The historic Milan venue provides a prestigious setting that aligns with the Olympic brand while offering accessibility to the Olympic community. However, Samsung has not disclosed specific details about the facility’s operational hours or available amenities.
Meanwhile, the Olympic sponsorship landscape continues to evolve as technology companies seek innovative ways to activate their partnerships. Samsung’s multi-faceted approach combines physical presence through Samsung House, product placement via victory selfies, and direct athlete engagement through device distribution. This strategy reflects broader trends in experiential marketing within major sporting events.
The success of Samsung House at the Milano Cortina Winter Games may influence the company’s approach to future Olympic sponsorship activations, including the upcoming 2028 Los Angeles Olympics. Authorities have not confirmed whether similar facilities will appear at subsequent games under Samsung’s current sponsorship agreement.
