Home News Samsung Sponsors 17th Asian Games

Samsung Sponsors 17th Asian Games



KUALA LUMPUR, Malaysia (6 August 2014) – Samsung Electronics took another big step towards 2014 Incheon Asian Games today by officially announcing the comprehensive details of its “Our Games, Our Pride” support campaign. As a long-term, Prestige Sponsor for the games Samsung will operate several innovative marketing initiatives designed to replicate the inspirational success of its past campaigns and bring the Asian Games experience to audiences across Asia. The initiatives include Team Samsung, Samsung Social Caster, and the Samsung MVP Award program.

Yung Kook Lee, Vice President and Head of Experience Marketing Group, Samsung Electronics said, “Samsung is proud to once again be a Prestige Partner of the 17th Asian Games in Incheon and we will continue to work hard to make this global sporting event successful. Through Samsung’s smart technologies, we hope to provide innovative and interactive experiences for fans across Asia, using the spirit of athletics to encourage and inspire. Here in Malaysia today, as we accelerate the Samsung “Our Games, Our Pride” campaign together with Asian fans and athletes, we expect to ride a wave that will carry their passion and energy all the way through to a successful games.”


The Team Samsung program brings together 26 top athletes from the national teams of China, Thailand, Malaysia, India and Jordan. The two members of the team from Malaysia were announced today at the media event in Kuala Lumpur: Dato’ Lee Chong Wei, the world’s No.1 badminton player, and Pandelela Rinong, the bronze medalist in diving at the London 2012 Olympic Games.

“Samsung has always shown an immense level of support in the arena of sports for both the fans and the athletes. Needless to say, I am very honoured to be a part of Team Samsung. I personally resonate with Samsung’s campaign tagline this year “Our Games, Our Pride,” said Dato’ Lee Chong Wei. “I believe that sports have always been a strong common ground that Malaysians can stand on together. I hope to be able to give Malaysians a reason to cheer with pride during the upcoming Asian Games.”


“I have always appreciated Samsung’s continuous support and belief in us athletes, to be able to encourage and inspire Malaysians. I’m indeed very glad to have been chosen to represent Malaysia’s Team Samsung in this coming Asian Games 2014. I hope to recover from my injury very soon and do well at the games,” said Pandelela Rinong.

More members of the team will be announced later this month at subsequent launch events in their respective countries. Team Samsung athletes will play a key role before and during the Games by participating in variety of activities across several media, including TV and digital, sharing their touching stories to inspire fans.

Samsung has also assembled the “Samsung Social Casters” to help bring the team’s stories closer to fans. The group comprises professional bloggers from China, Thailand and Malaysia. They will capture their live experiences in Incheon and share these moments on a variety of social media channels, engaging audiences across Asia with live content using Samsung’s smart technology. Samsung Social Casters will also attend the Opening and Closing Ceremonies as they follow Team Samsung athletes throughout the Games.

In addition, to honour distinguished athletes with notable performances during the Asian Games, Samsung has been presenting the Samsung MVP Award since the 1998 Bangkok Asian Games. The Samsung MVP Award is jointly organised by the Olympic Council of Asia (OCA), the Incheon Asian Games Organising Committee (IAGOC), and Samsung, and is selected by votes from accredited journalists and broadcasters during the games. The selected athlete will be presented with the Samsung MVP Award trophy at the Closing Ceremonies.

Samsung will also operate the Samsung Asian Games Pavilion near the Incheon Asiad Stadium for the public, serving as a central hub for all of Samsung’s activities during the games. The pavilion will include experience zones where visitors can enjoy the Games with the latest Samsung mobile devices. There will also be a Samsung Lounge at both the Main Press Center and the Athletes’ Village.

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