Samsung Electronics participates as an official partner in Africa's first Youth Olympics

Samsung Electronics participated as an official partner in the first Youth Olympic Games held on the African continent.

Samsung Electronics announced on the 2nd that it is participating as an official partner in the wireless communications field of the International Olympic Committee (IOC) in the '2026 4th Dakar Summer Youth Olympic Games', which opened in Dakar, Senegal, West Africa, on the 31st of last month (local time).

This competition, which runs until the 13th, is the first international multi-sports competition on the African continent, with over 2,700 youth athletes participating in 25 sports.

Samsung Electronics supports 'Victory Selfie', which allows athletes to capture moments of glory by taking pictures directly with Galaxy smartphones on the podium, and broadcasts games, and introduces 'Samsung Open Station', an experience space in the athletes' village, and a mentoring program.

In particular, the Victory Selfie, which was first introduced at the 2024 Paris Olympic and Paralympic Games and officially expanded to all sports at the 2026 Milan and Cortina d'Ampezzo Olympics, was introduced for the first time at the Youth Olympic Games.

Additionally, the Galaxy S26 Ultra will be used along with a broadcast camera to broadcast the skateboarding and taekwondo events of this competition.

“The Youth Olympics is an important stage for young athletes to discover their potential and grow for the future,” said Seung-eun Choi, vice president and head of the Mobile Marketing Center at Samsung Electronics’ MX Division. “Samsung Electronics will support the next generation of promising athletes to challenge themselves, learn, and fully enjoy life’s special moments through innovative wireless technology experiences.”

Samsung Electronics is using this competition held in Africa as an opportunity to expand its marketing to local consumers.

At major stores and experience spaces in Senegal, the host country of the competition, a 'Pin Hunt' event was held where users could experience Galaxy products and receive commemorative pins by completing game missions. In collaboration with global telecommunications company Orange, a limited package to commemorate the competition was also released, consisting of a Galaxy A series smartphone, charger, and cover.

Samsung Electronics is increasing its market share in the region by ranking first in the smartphone market for the first time this year since entering the African market in 1995.

According to market research firm TechInsights' statistics last August, Samsung Electronics ranked first in sales for the first time in the African smartphone market in the first quarter of this year, surpassing Chinese companies, and then ranked first not only in terms of sales but also in terms of units sold in the second quarter.

Even on an annual basis, it is expected to rank first in both sales and volume this year, with a sales share of 34.5% and a sales volume share of 38.7%.

Regarding this, it is analyzed that as mobile finance has developed in Africa, strategies such as strengthening security, differentiating by promoting 'Samsung phones that can be used reliably for a long time', and easing barriers to initial purchase costs, such as introducing an installment program that allows the cost of the device to be paid in daily or weekly installments through cooperation with local telecommunications companies and fintech companies, have been effective.