Samsung may have one of the deepest sports businesses of any company without a sports division. The same sporting moment can sell a Galaxy phone, drive Galaxy Watch usage, put Samsung displays inside a venue, lift TV demand, bring viewers into TV Plus and create more inventory for Samsung Ads, even though Samsung reports no sports revenue, sports spend or unified sports P&L.
The portfolio makes more sense as one connected business system than as a collection of sponsorships. Samsung can buy audience access through the Olympics, NCAA, Unrivaled and running, then stay present across how sport is filmed, attended, watched and advertised. Galaxy phones are being used as broadcast cameras, Samsung Wallet is moving into ticketing and stadium access, Samsung displays are installed across major venues, TV Plus carries 50+ dedicated sports channels, and Samsung Ads sells against viewing data from tens of millions of connected TVs.
365247 Sports goes inside Samsung’s sports portfolio, and how one of the world’s largest technology companies is trying to make sport work across several businesses at once…