SA Rugby announced on Thursday that electronics giant Samsung had joined the family of national teams sponsors as the official mobile and consumer electronics partner of the Springboks, Springbok Women, Junior Springboks, Springbok Sevens and Springbok Women’s Sevens – as well as an associate sponsor of the Vodacom United Rugby Championship (URC).
The partnership brings together cutting-edge Galaxy technology and the passion of South African rugby. The agreement runs for two years.
Rian Oberholzer, CEO of SA Rugby, said, “Samsung’s world-class innovation aligns perfectly with our ambition to push the boundaries both on and off the field, and their cutting-edge technology will empower us to improve everything we do on and off the field, including fan engagement – it’s a game-changer for how we operate.
“This partnership brings us access to Samsung’s latest consumer electronics, which will enhance our training facilities, and put the very best communication devices in our hands.
“More than just a sponsor and not foreign to our world, Samsung is a strategic technology partner. Together, we will find new ways to connect with fans and elevate the professionalism of our game.”
Justin Hume, vice president of Mobile eXperience at Samsung said, “Through the power of Galaxy devices and Galaxy AI, we’re enabling fans to capture, share and enjoy every moment with clarity and immediacy,” said Hume.
“No other brand can connect supporters, teams and players quite like Samsung – it’s a natural fit for how rugby is experienced today.”
Hume said the shared focus on excellence, continuous improvement and elite performance strengthened the fit between Samsung, SA Rugby and the Vodacom URC. Their year-round investment in developing players, coaches and support teams mirrored Samsung’s drive for innovation and long-term progress.
Samsung says the partnership reflects its commitment to humanising technology – using Galaxy AI to bring fans closer to the players, the moments and the energy of the game. “On the field. In your hands. Power Samsung Galaxy AI” speaks to how Galaxy elevates the way fans experience the Springboks.
Hume added that Samsung’s open ecosystem brought supporters closer to the action, whether watching from the stadium or at home: “Our technology strengthens connection, performance and progress – values that align naturally with Springbok and URC rugby.”
He said the partnership also supported Samsung’s audience priorities, the growth of Galaxy AI and the company’s long-term investment in the South African market.
Rugby fans could expect a range of new touchpoints throughout the season, from stadium activations and digital content to national competitions and fan-led campaigns.
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.”
As the collaboration rolls out, fans can expect a more connected matchday experience, richer content and new ways to interact with both domestic and international rugby.
For Samsung, the partnership represents more than branding, added Hume.
“It’s a long-term investment in South African sport, national talent pathways and the broader rugby community. The future of fan engagement will be shaped by the fusion of technology, storytelling and – of course – world-class performances on the part of the players.
"We are proud to play a role in strengthening South African rugby’s future and helping to bring fans, players and the game closer together through the power of technology.”