As the world watches the athletic feats at the Milano Cortina 2026 Winter Olympics, a different kind of performance is capturing attention off the slopes. Samsung, a long standing Olympic partner, has seamlessly integrated its latest mobile technology into the heart of the games, fundamentally changing how fans experience the spectacle. Through innovative broadcast partnerships and clever product placement, the tech giant is proving that its devices are essential tools for capturing history.

The most striking innovation is the integration of the new Galaxy S25 Ultra into live event coverage. Selected athletes are equipped with these devices during training and specific events to provide unprecedented “point-of-view” (POV) broadcasts. Viewers are no longer limited to distant camera angles; they can now experience the visceral speed of a downhill run or the height of a snowboard jump through the lens of Samsung’s advanced camera system. This immersive perspective has added a new layer of excitement to the viewing experience, brilliantly showcasing the S25 Ultra’s capabilities in extreme, fast-paced environments.

However, Samsung’s biggest marketing win is happening on the podium. In a brilliant move, every medalist is given a special, limited-edition Galaxy Z Flip7 Olympic Edition to capture their moment of triumph. The resulting “Podium Selfie” a wide-angle shot taken by the athletes themselves immediately after receiving their medals has become the defining viral image of these games. These spontaneous, joyous photos, shared instantly across social media platforms, have turned the distinctive folding phone into an icon of success and celebration.

Samsung’s strategy at Milano Cortina 2026 goes beyond traditional logo placement. By embedding its flagship devices into the most emotional and exciting moments of the Olympics, from high octane POV action to the tearful joy of a medal win, Samsung has successfully connected its brand with the pinnacle of human achievement, demonstrating that its technology is meant to be right in the middle of the action.

Images and more details here at Samsung Newsroom