Congratulations, you’ve secured a bronze medal at the Olympic Games! However, the journey isn’t quite over yet. You’re now due to take part in the “Victory Selfie”—a new tradition that was introduced during the 2024 Paris Olympic Games.
This noteworthy addition to the medal ceremonies has received mixed reactions, with some viewing it as an innovative way for brand recognition while others see it as a cynical tactic. Nevertheless, it’s a combination of both aspects.
During the closing stages of most medal presentations, shortly after the champion’s national anthem concludes, the bronze or sometimes silver medalist is presented with a Galaxy Z Flip 6 smartphone, courtesy of Samsung. They then perform a task that’s familiar to most people—the medalists huddle together and smile for a selfie, which is then returned to the official.
This opportunity is facilitated by Samsung’s participation as one of the largest sponsors of the International Olympic Committee’s Olympic Partner (Top) Programme, which spans many games. Moreover, this process employs a compelling rationale: medalists are not allowed their phones or personal items at the podium to maintain protocol consistency and cleanliness. Although official photographers do capture these valuable moments, the photos are usually formal.
In contrast, the Victory Selfie offers a more casual, relatable and social media-friendly method for champions to express their joy and excitement of securing a medal at an Olympic podium. This feels natural and organizers propose that if any medalist desires to refuse this, there will not be a selfie.
Despite initial disappointment from those who wished to clinch gold, this initiative appears to be well-received generally. There’s a noticeable uplift in spirits when athletes are handed the smartphone.
The Olympics has remained distinct in the sports sphere for not prominently showcasing sponsor logos on the field. Yet, without specific on-screen marketing, Samsung has already witnessed an increase in sales of its foldable smartphones.
This is marketing at the highest level as it produces consistent associations between immense joy from conquering significant milestones and a renowned brand. Los Angeles 2028 is predicted to enhance product placement compared to Paris 2024. However, the question remains: will anyone manage to dethrone Samsung from its celebrated pedestal?