The BKT United Rugby Championship has strengthened its commercial presence in South Africa with the announcement of Samsung as its new Official Mobile and Consumer Electronics Partner — a move that brings one of the world’s most influential technology brands deeper into the heart of elite rugby.
The partnership forms part of a wider agreement between Samsung and SA Rugby, creating a unified footprint across both the BKT URC’s South African presence and the national teams.
For the league, it represents a significant addition to its global portfolio and a commitment to enhancing how supporters experience match days, both inside stadiums and through digital channels.
At the centre of the collaboration is Samsung’s flagship Galaxy S25 Ultra and the broader Galaxy ecosystem — including the S Series, Z Series, Galaxy Watch, Galaxy Buds and Galaxy Ring — which will be integrated across activations to help fans capture, share and engage with the sport in new ways.
The partnership will place cutting-edge mobile imaging, AI-powered features and next-generation connectivity directly into the hands of supporters.
One of the standout innovations will be the introduction of Samsung’s AI-driven stadium crowd-cam, a world-first technology that blends live match footage with fan-generated content in real time. The system will capture supporter reactions, celebrations and moments of passion as they happen, instantly enhancing and integrating them into the match-day story.
Martin Anayi, CEO of the United Rugby Championship, said the partnership reflects both the growth of the league in South Africa and the shared ambition to keep elevating the competition. “The South African teams have added immense strength, diversity and global interest to the BKT 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 BKT 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 BKT URC and enriching the fan experience across the region,” said Anayi.
Justin Hume, Vice President of Mobile Experience at Samsung South Africa, said the collaboration will transform how supporters interact with the game. “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. Samsung’s ecosystem brings supporters closer to the action, whether they’re in the stadium or watching from home, and our shared commitment to innovation and progress makes this partnership a natural fit with the BKT URC,” said Hume.
Image Credits: United Rugby Championship
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