The BKT United Rugby Championship (URC) has strengthened its commercial influence in South Africa through a major new partnership with Samsung, which has been unveiled as the league’s Official Mobile and Consumer Electronics Partner. This collaboration marks a significant step for both organisations, bringing one of the world’s most prominent technology brands even closer to the pulse of elite rugby in Africa.
The agreement falls under a broader partnership between Samsung and SA Rugby, creating a cohesive presence that spans the URC’s South African footprint as well as the national rugby structures. For the URC, the deal represents not only an expansion of its global sponsorship portfolio but also a commitment to elevating the way fans experience the sport — whether in stadium environments or through digital platforms across the continent.
At the heart of the collaboration is Samsung’s latest flagship device, the Galaxy S25 Ultra, as well as the brand’s wider Galaxy ecosystem. This includes the Galaxy S Series, Z Series, Galaxy Watch, Galaxy Buds and the newly introduced Galaxy Ring. These devices will be central to fan activations, enabling supporters to connect with the sport through enhanced mobile imaging, AI-powered capabilities and next-generation connectivity.
A major highlight of the partnership is Samsung’s AI-driven stadium crowd-cam, a groundbreaking innovation set to debut in South African rugby venues. This first-of-its-kind technology merges live match footage with real-time fan-generated content. By capturing reactions, celebrations and emotional moments as they unfold, the system creates a dynamic storytelling experience that weaves supporters directly into the rhythm of match day.
URC CEO Martin Anayi said the partnership showcases the league’s rapid growth in South Africa and the shared vision to elevate rugby engagement across the region. “The inclusion of South African teams has transformed the BKT URC, adding depth, excitement and international attention. Their achievements have forged a powerful bond between the competition and South African supporters. Partnering with a global innovator like Samsung strengthens that connection even further,” Anayi explained. He added that Samsung’s commitment to innovation will play a vital role in enhancing the URC’s visibility and shaping a more immersive fan experience.
Justin Hume, Samsung South Africa’s Vice President of Mobile Experience, echoed this message, noting that the collaboration will significantly improve how fans interact with the game. “Through the Galaxy ecosystem and Galaxy AI, we’re giving rugby enthusiasts the opportunity to experience the sport in ways that are more immediate and more personal. Whether fans are in the stadium or watching remotely, our technology ensures they stay connected to every moment,” Hume said.
The partnership ultimately signals a new era for rugby engagement in South Africa — one where technology, storytelling and live sport blend seamlessly to create experiences that are richer, smarter and more interactive than ever before.
