Samsung Dives Into A Series Of Global Extreme Sports Deals 

Ahead of the Paris 2024 Summer Olympics, major South Korean electronics brand Samsung have plunged into deals with a trio of extreme sports organisations.    

The brand has agreed new commercial partnerships with the World Surf League (WSL), Street League Skateboarding (SLS), and Pro Breaking Tour (PBT) organisations.

Through the partnerships, Samsung are poised to back WSL, SLS, and PBT athletes and fanbases in a series of engagement initiatives and collaborations at key events in the build-up to Paris 2024, which will take place between July 26 and August 11.

Samsung has served as a worldwide ‘TOP’ Olympic and Paralympic partner since 2006. Its current deal—which is reportedly in the US$50m range annually— runs until 2028 after signing a 10-year renewal with the International Olympic Committee (IOC) in 2018.

According to ASN data, Samsung Electronics (21.3%,~ US$15.7m) and Samsung Mobile (23.5%, US$56.2m) are the 2^nd and 3^rd highest spenders for their categories respectively in the Asian sponsorship landscape since Q221. However, spends for Samsung Mobile have plummeted to a quarterly investment ranges between US$223k to US$865k since Q223, this is way below the quarterly average investment of US$4.7m since Q221. Meanwhile, Samsung Electronics spends have been much closer to the quarterly average investment of about US$1.4m, veering between US$1.1m to US$2.1m since Q221, barring the mere US$138k in Q124.