Samsung dials into SA Rugby & the URC

Sponsorships within South African rugby continue to flourish, with mobile phone giants Samsung the newest arrivals at South African rugby’s carnival of on-field and off-field success.

The partnership forms part of a wider agreement between Samsung and SA Rugby, creating a unified presence across the Vodacom URC in South Africa and the national teams. For the Vodacom URC, the collaboration brings world-class technology directly into the match-day and digital fan experience.

Samsung’s involvement will introduce a range of new touchpoints for supporters, both inside stadiums and online. Central to this will be Samsung’s flagship device, the Galaxy S25 Ultra, which leads the partnership’s focus on AI-enhanced imaging and next-generation connectivity. The full Galaxy ecosystem including Galaxy S Series, Z Series, Galaxy Watch, Galaxy Buds and Galaxy Ring will also be integrated across activations to elevate how supporters capture and share their match-day moments.

A standout innovation will be Samsung’s AI-powered stadium crowd-cam, a world-first initiative that blends live match footage with fan-generated content in real time. Supporters’ reactions, celebrations and moments of passion will be captured and enhanced instantly, transforming the way fans become part of the Vodacom URC story.

Martin Anayi, CEO of the United Rugby Championship, said: “The South African teams have added immense strength, diversity and global interest to the Vodacom URC, and their success has deepened the connection between the competition and the South African rugby community. Partnerships like this one with Samsung are vital to that growth. Their investment in the Vodacom URC in South Africa reflects a shared belief in innovation, excellence and the power of technology to bring fans closer to the sport they love. We look forward to working with Samsung to continue building the profile of the Vodacom URC and enriching the fan experience across the region.”

Justin Hume, Vice President of Mobile Experience at Samsung South Africa, said: “Through the power of Galaxy devices and Galaxy AI, we’re enabling fans to connect to rugby in ways that feel immediate, personal and deeply immersive. Samsung’s ecosystem brings supporters closer to the action, whether they’re in the stadium or watching from home, and our shared commitment to innovation and progress makes this partnership a natural fit with the Vodacom URC.”