Samsung Sponsors 2014 Youth Olympics

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SEOUL (24 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 the 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 socialisation 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 take place 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 longstanding 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.



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