Samsung Electronics Australia: Rethinking Sponsorship – How a niche passion point was transformed into a mass movement

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Campaign details

Brand: SamsungClient: SamsungAgency: Iris Sydney

Executive summary

"Australians play sport, watch sport, bet on sport and talk sport more than any other natior" - The Australian Immigration Book, 2016

Sport is a big deal in Australia. From participation, fandom, and betting, to social codes and cultural values, it runs deep through the nation's veins. Forty-three percent of 15+ Australians attend at least one sporting event each year.1 The sector generates $llbn annually.2 There's even a public holiday to celebrate 'the race that stops a nation'.3

Against this backdrop,...

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