The best Samsung deals! Galaxy Book 4 series, Watch 6, S24 Ultra or Z Flip 5! - Join SamMobile on Telegram!

SamMobile has affiliate and sponsored partnerships. If you buy something through one of these links, we may earn a commission.

Notifications
    News for you

    Samsung rethinks 2020 Tokyo Olympics marketing strategy amid trade dispute

    General
    By 

    Last updated: October 21st, 2019 at 16:57 UTC+02:00

    Samsung Electronics has decided to rework its marketing strategy for the 2020 Tokyo Olympics, whereby the company's name will be removed from advertisements in favor of the Galaxy brand name.

    The decision was made amid ongoing trade disputes between Japan and South Korea. Samsung has been an Olympics sponsor for a couple of decades but the 2020 Tokyo Olympics have created some discomfort for the company, especially since it's the only Korean firm in the group of 13 Olympic Partners.

    A calculated decision

    According to a recent report from The Korea Bizwire, Samsung has employed the services of a global marketing firm to determine how big of a negative impact the Tokyo Olympic Games sponsorship will have on its brand image in Japan, especially since Samsung continues aiming to achieve a two-digit market share in the country. The company concluded that it would be more profitable in the long run if the Olympics marketing campaign would omit the Samsung name entirely and focus solely on the Galaxy brand instead.

    Samsung admitted a month ago that it is “somewhat uncomfortable” with the idea of supporting the 2020 Tokyo Olympics amid the trade disputes between the two countries. However, the contract with the International Olympic Committee was signed back in 2014, years before the ongoing trade dispute was even a thing, and there's no way around these obligations.

    Although Samsung will continue to sponsor the event, the company will attempt to mitigate the damage that could be done to its brand image by disassociating itself from the Tokyo Olympics as much as possible. Samsung is an iconic Korean tech giant and the name carries much more weight and history than the Galaxy brand.

    All in all, don't be surprised if the Samsung brand will be missing from the 2020 Tokyo Olympic adverts and billboards. The company is still a worldwide Olympic Games sponsor and will continue to be for at least until 2028.

    BusinessGeneral JapanOlympics

    You might also like

    Samsung will send you to Olympic Games Paris 2024 for just $100

    Samsung will send you to Olympic Games Paris 2024 for just $100

    The Summer Olympic Games are due to be held in Paris this year, starting July 26. You'll definitely see an outsized Samsung presence at the games, given that the company has been a long-term major sponsor of the Olympics. If you've been looking forward to attending the games, Samsung's got the perfect opportunity for you. […]

    • By Adnan Farooqui
    • 3 weeks ago
    Samsung wins its first 2nm chip order from Japan’s PFN

    Samsung wins its first 2nm chip order from Japan’s PFN

    Samsung Foundry has reportedly received an order from Japan's Preferred Networks (PFN) to make 2nm AI chips. The South Korean firm failed to attract chip clients for its 3nm semiconductor chip fabrication process, and most big chip firms went with TSMC's 3nm and 4nm processes. However, this seems like a small win for Samsung Foundry. […]

    • By Asif Iqbal Shaik
    • 1 month ago
    Samsung is playing ball with the Netherlands at the 2024 Olympics

    Samsung is playing ball with the Netherlands at the 2024 Olympics

    Samsung continues to be a global Olympic and Paralympic partner, and last month, the company revealed its slogan for the 2024 Summer Olympic Games in Paris. Now, in anticipation of the Olympics, Samsung has announced a new partnership with the Dutch Basketball Association. Basketball is the fastest growing sport in the Netherlands. Now, the Dutch […]

    • By Mihai Matei
    • 1 month ago
    SpaceX and T-Mobile to bring ‘Direct to Cell’ service to phones via Starlink satellites

    SpaceX and T-Mobile to bring ‘Direct to Cell’ service to phones via Starlink satellites

    On Tuesday, SpaceX launched the Falcon 9 rocket into space with six Starlink satellites that can connect directly to mobile phones anywhere on Earth, eliminating dead zones. The Elon Musk-owned company is scheduled to test this service in the United States in partnership with T-Mobile later this year. SpaceX has also partnered with six other […]

    • By Abid Iqbal Shaik
    • 3 months ago
    Japan to force Apple and Google to allow third-party app stores

    Japan to force Apple and Google to allow third-party app stores

    According to a new report from Nikkei Asia, the Government of Japan is preparing regulations that will require technology companies like Apple and Google to allow third-party application stores on their mobile operating systems, such as Android and iOS. The government is planning to send this legislation to the parliament in 2024. The publication claims […]

    • By Abid Iqbal Shaik
    • 3 months ago
    Samsung to invest $280 million in a chip packaging facility in Japan

    Samsung to invest $280 million in a chip packaging facility in Japan

    Samsung has been investing huge amounts of money in chip research, development, and fabrication. In its latest move, Samsung will invest JPY 40 billion ($280 million) in an advanced chip research facility in Japan over the next five years. According to the announcement, the company will start setting up a factory in Yokohama, Japan, soon. […]

    • By Asif Iqbal Shaik
    • 3 months ago