Samsung Electronics is leaning on elite athletes to carry its message of openness and connection as it prepares for the Milan-Cortina 2026 Winter Olympic and Paralympic Games, unveiling a new global campaign and a roster of Olympians and Paralympians who will serve as the company’s brand ambassadors.
The South Korean technology giant, a worldwide partner of the International Olympic Committee since 1998, said its campaign for the upcoming Games will revolve around the theme “Open always wins.” Central to that effort is “Team Samsung Galaxy,” a group of 70 athletes from 17 countries spanning a wide range of winter sports.
Samsung said the initiative is designed to underscore values such as openness, inclusion and human connection, with the company’s mobile and digital technologies positioned as the tools that help link athletes, fans and competitions.
Five South Korean athletes are among those selected, including short-track speed skaters Choi Min-jeong, Hwang Dae-heon, Kim Gil-li and Lim Jong-eon, along with snowboarder Choi Ga-on. Choi Min-jeong, a multiple Olympic medalist, said the program reflects Samsung’s long-standing commitment to using sport as a source of inspiration. She said she hopes to share positive energy with fans worldwide as part of the team at the Milan-Cortina Games.
The roster also includes prominent international names, such as U.S. freestyle skier Alex Hall, German snowboarder Annika Morgan, French Para alpine skier Arthur Bauchet and U.S. figure skater Alysa Liu, highlighting Samsung’s effort to build a globally diverse lineup.
Kim Seung-yeon, a vice president in Samsung’s Mobile Experience division, said the company has consistently sought to connect people through technology. Working with Team Samsung Galaxy, he said, Samsung plans to roll out a range of programs built around the “Open always wins” message, aimed at encouraging both athletes and fans to explore new possibilities.
As the Olympic movement increasingly embraces digital engagement, Samsung has played a central role in supplying mobile technologies and shaping digital experiences at Games around the world. With Milan-Cortina 2026 approaching, the company is signaling that its Olympic strategy will once again place athletes—and the stories they tell—at the heart of its global brand narrative.
