Samsung has joined the United Rugby Championship (URC) as the Official Mobile and Consumer Electronics Partner in the Southern Hemisphere, marking a significant moment for one of international rugby’s most dynamic and fast-growing competitions. The partnership brings world-class technology into the match-day and digital experience, aligning innovation with one of the sport’s most competitive and diverse leagues. The URC’s multinational footprint — spanning Ireland, Wales, Scotland, Italy and South Africa — continues to generate strong audience growth across regions. Recent independent data shows that viewership in South Africa, one of the tournament’s fastest-expanding markets, has risen from approximately 1.5 million to more than 2.4 million over the past season. Average live match audiences across the competition have climbed by more than 60%, reflecting sustained engagement and growing global relevance. As part of the partnership, Samsung will introduce a range of new touchpoints for supporters. Central to this is the Galaxy S25 Ultra, which anchors the collaboration’s focus on AI-enhanced imaging and next-generation connectivity. The full Galaxy ecosystem — including the S Series, Z Series, Galaxy Watch, Galaxy Buds and Galaxy Ring — will be integrated into match-day activations to enhance how fans capture and share their experiences. A standout innovation is Samsung’s AI-powered stadium crowd-cam, a world-first initiative that blends live match footage with fan-generated content in real time. This technology showcases supporters’ reactions and celebrations as part of the URC narrative, transforming the way fans connect with the tournament. 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. Whether in the stadium or watching from home, Samsung’s ecosystem brings supporters closer to the action, and our shared commitment to innovation makes this partnership a natural fit with the URC.” Treble, a long-standing commercial partner to the URC in multiple markets, supported the commercial process behind the Samsung partnership. With deep experience working alongside international rights holders and leading global brands, Treble continues to help build collaborations that elevate the fan experience and strengthen the commercial ecosystem of the sport. Kyle Nel, Managing Director at Treble, said: “The URC is one of the most exciting rugby competitions in the world. It brings together diverse markets, passionate fan bases, and world-class teams — creating powerful opportunities for innovation. Samsung partnering with the URC is a strong endorsement of that momentum. We’re proud to support partnerships that elevate the fan experience and contribute to the long-term growth of the game.” Samsung’s Southern Hemisphere partnership will roll out throughout the current season, with further details to be shared as new initiatives go live across digital, match-day and broadcast environments.