2026. Biggest World Cup of all time. Millions were expected to buy a new TV. And Samsung’s biggest rival,
Hisense, went big to capture its market share — becoming an official World Cup sponsor
and vastly outspending Samsung on media.
Hisense, went big to capture its market share — becoming an official World Cup sponsor
and vastly outspending Samsung on media.
But here's the thing. Samsung had been the World's number one TV brand 20 years in a row. And when it comes to something as important as the World Cup,
Samsung wasn't just the better choice. It's the obvious choice. Good enough simply isn't good enough,
and Samsung was the only brand fans could trust 100% to get the best experience.
Samsung wasn't just the better choice. It's the obvious choice. Good enough simply isn't good enough,
and Samsung was the only brand fans could trust 100% to get the best experience.
So rather than joining in a shouting match with our rivals, we held our nerve and said it as it is.
With the certainty of an undisputed champion.
When it matters, Watch It on a Samsung.
And we took that same confidence across Europe. Across 16 markets,
the idea took on a life of its own. Different fans. Different cultures. Different ways into the conversation. From pub upgrades in the UK to
other local activations across the continent, each LOCAL market made it theirs.
the idea took on a life of its own. Different fans. Different cultures. Different ways into the conversation. From pub upgrades in the UK to
other local activations across the continent, each LOCAL market made it theirs.
But wherever it showed up, the message never changed.
When the moment matters this much,
there’s only one choice you can be certain of.
there’s only one choice you can be certain of.
