Samsung’s association with the Olympic Movement began when the company became a local sponsor for the Seoul 1988 Olympic Games. With the TOP (The Olympic Partner) agreement with IOC signed in 1997, Samsung has been a Worldwide Olympic Partner in the Wireless Communications Equipment category since the Nagano 1998 Olympic Winter Games.
The Olympic Games is a major international event featuring summer and winter sports, in which thousands of athletes participate in a variety of competition with the focus of people all over the world; 205 countries participated and 49 billion people accumulatively watched the Beijing 2008 Olympic Games. It is not only a global sports festival, but one of the most effective communication tools to increase a brand's awareness and preferences.
Samsung achieved great accomplishments, the connection between the Olympic spirit and Samsung's image. The company has successfully transformed its image to a cutting-edge global technology leader. In 2007, Samsung extended its Olympic sponsorship until 2016 and will continue to sponsor the London 2012 Olympic Games, the 2014 event in Sochi, and the 2016 event in Rio de Janeiro.
Samsung is also a Paralympic Games Partner. Starting from Torino 2006 Paralympic Winter Games, Samsung has been a Prestige Partner of Beijing 2008 Paralympic & Vancouver 2010 Paralympic Winter Games, enhancing Samsung's brand image through continues to support the Paralympic Games and its movement.
Overcoming the simple marketing activities, Samsung develops and supports various CSR programs to strengthen the image of social contribution. Furthermore, Samsung's Paralympic activities help Samsung to increase brand preference and to become a globally respected company.