Fan-First Partnership: Samsung and SA Rugby

LMG’s CEO, Craig Livingstone taking a #BokSelfie #SelfiebySamsung

Samsung’s partnership with SA Rugby and the URC is a compelling example of sport and commerce being connected with intent and creativity. LMG is proud to have played a central role in the joint venture with Mighty Fine, Gorilla and HaveYourSay to shape and deliver this campaign.

What sets the activation apart is its fan-first thinking. Through #SelfiebySamsung and integrated broadcast and digital touchpoints, the partnership creates authentic moments that link athletes, unions and supporters while delivering measurable value for corporate partners. This is sponsorship that moves beyond logo placement to genuine interaction and storytelling.

For LMG, the collaboration represents a natural extension of our capabilities. We routinely bring together athletes, leagues and brands, and this project demonstrates our ability to collaborate, implement and execute bespoke commercial strategies at scale. It is an example of how considered partnerships can amplify reach, deepen engagement and produce outcomes that matter for rights-holders and sponsors alike.

Congratulations to all partners and participants for driving a model of sponsorship that prioritises fans, athletes and long-term value.

Join the conversation: #SelfiebySamsung #SamsungXSARugby #SamsungXURC