Samsung Mobile Press

Samsung Inspires Youth's Passion for Sports and Music through Nanjing 2014 Youth Olympic Games Sponsorship

July 9, 2014

Samsung's innovative technologies to inspire youth to truly enjoy fun and exciting moments of Nanjing 2014 through sports and music

SEOUL – 9 July 2014 – Samsung Electronics Co. Ltd., the Worldwide Olympic Partner in the Wireless Communications Equipment category, is pleased to announce its marketing campaign - “Live the Beats, Love the Games” - for the Nanjing 2014 Youth Olympic Games. The campaign represents Samsung’s extended commitment to the Olympic Movement and continued efforts to enhance the Olympic Games experience through its smartphone technology.

Samsung’s campaign for Nanjing 2014 has been especially designed to engage today’s youth to truly enjoy sports and music—anytime, anywhere—leveraging the unique features of Galaxy S5. The campaign aims to bring together young people from around the world through their shared passion for sports and music, which both have the power to draw forth youth’s potential and unite people from all walks of life. Music, in particular, is at the core of youth culture and plays an important role in advancing their socialization and creative self-expression.

“As a longstanding Olympic Partner, we are delighted to bring our latest smartphone technology to the Nanjing 2014 Youth Olympic Games. Samsung’s ambition for Nanjing 2014 is to spread the Olympic spirit to today’s youth through sports and music, as well as interactive digital experiences,” said Younghee Lee, Executive Vice President of Mobile Marketing, IT & Mobile Division at Samsung Electronics. “Our people-inspired technologies are the perfect companion for young people around the world, encouraging them to pursue their passions, channel their creativity and follow their dreams.”

In the lead up to Nanjing 2014, Samsung will spread the excitement of the Youth Olympic spirit to fans worldwide through a variety of fun and exciting programs. Beginning in July, fans will be able to enjoy musical performances with popular artists who will inspire creativity and connect young people around the world. In addition, Samsung Mobilers will embark on their journey to five cities throughout China, using the Galaxy S5 to capture and share the experiences of summer like never before. Samsung will also collaborate with the International Olympic Committee (IOC) on the Young Ambassadors and Young Reporters Program by providing them Galaxy devices for communicating key information to young athletes competing during the Games, fully enjoying all exciting moments and sharing their experience with others through Samsung’s innovative technology. A range of onsite activities will continue throughout the Games, including the Nanjing Youth Olympic Games Studio, where fans will find exciting ways to interact with the latest Galaxy devices, participate in competitive events and share their experiences.

“We look forward to Samsung’s exciting marketing activities, as they will invite more youth to engage in the Games through its innovative smartphone technology. Samsung’s “Live the Beats, Love the Games” campaign will make Nanjing 2014 a truly inspiring and unforgettable Olympic Games for youth with Samsung”, said Hao Jian, Marketing Director of Nanjing Youth Olympic Games Organizing Committee (NYOGOC).

“We are thrilled to continue our partnership with Samsung, a long-standing partner of the Olympic Games and the global leader in mobile technologies. We are especially pleased to announce that we will collaborate with Samsung on the IOC Young Ambassadors and Young Reporters Programs for Nanjing 2014, enabling the young athletes and journalists to maximize their experience through Samsung’s latest technology”, said Timo Lumme, Managing Director of IOC Television and Marketing Service SA.

Samsung will continue to release new information about its sponsorship and additional ways that fans around the world can engage with the “Live the Beats, Love the Games” campaign.

About Samsung’s Involvement in the Youth Olympic Games
Samsung began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games. Beginning with the Nagano 1998 Olympic Winter Games, the company extended its commitment to the Olympic Movement as the Worldwide Olympic Partner in the Wireless Communications Equipment category. Samsung has supported the Youth Olympic Games since the inaugural Singapore 2010 Summer Youth Olympic Games and now extends its commitment to Nanjing 2014 Summer Youth Olympic Games, aiming to inspire youth through its innovative technologies. Samsung’s commitment as a Worldwide Olympic Partner continues through to Rio 2016.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere through relentless innovation and discovery. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit