By Kim Bo-eun
South Korean volleyball player Kim Yeon-koung is seen at the Incheon International Airport, Tuesday, wearing what is presumed to be Samsung Electronics’ latest Galaxy Watch, set to be unveiled at an online event next month. Yonhap
Samsung is taking part as an official sponsor in the Tokyo Olympics, but is keeping marketing low-key, as the spectator-less Summer Games kick off amid the COVID-19 pandemic. Ongoing tension between Seoul and Tokyo is also playing a role.
Japan’s two official Olympics sponsors, Toyota and Panasonic, have decided to minimize marketing at the Games, as it takes place while a state of emergency has been declared in Tokyo as the country continues to see over 3,000 new coronavirus infections daily.
Samsung is also taking a low-key approach to advertising, as it takes into consideration the current circumstances. The electronics giant is focusing mainly on promotions by athletes and online marketing.
Samsung is promoting its brand and products via Team Galaxy composed of 11 of the world’s top athletes, including South Korean female volleyball player Kim Yeon-koung. Kim was seen at Incheon International Airport, Tuesday, wearing what is presumed to be the Galaxy Watch 4 set to be unveiled at the online Unpack Event to be held Aug. 11.
Samsung also provided 17,000 of its Samsung S21 5G Tokyo 2020 Olympics Edition smartphone model to all athletes competing in the Olympics and Paralympics.
The electronics maker has set up a lounge at the athletes’ village, where athletes can try out Galaxy products. Samsung is also running a virtual Samsung Galaxy House for those not physically attending the Games.
Samsung is one of 15 multinational companies that are members of the Olympic Partner Program for the Tokyo Games, along with firms including Toyota, Panasonic, Intel, GE, Coca-Cola, P&G, Allianz, Visa, Alibaba and Airbnb.
Samsung has been a member of the program since the 1998 Winter Olympics in Nagano, Japan. The Olympic Partners Program is the highest level of sponsorship at the Games, granting category-exclusive marketing rights to summer, winter and youth Olympic events. Samsung will be a member of the program through the 2028 Los Angeles Olympics.