That's the math behind the Olympic "victory selfie".
It's an event that athletes will remember for a lifetime: the medal ceremony at the Olympic Games. In Paris, for the first time, they can take a selfie in this special moment - but not with their personal smartphone.
Canadian swimming sensation Summer McIntosh has traveled to Paris to shine in the pool. On July 27, she wins silver in the 400m freestyle behind the Australian. On July 29, the 17-year-old swims to gold in the 400m individual medley. On August 1, McIntosh is once again the fastest in the pool in the 200m butterfly. And finally, the Canadian wins her third Olympic gold in Paris on August 2 in the 200m individual medley, becoming the fourth time she ascends the podium in the La Défense Arena.
After the stadium announcer introduces the two members of the International Olympic Committee (IOC) who will present the medals, several assistants bring in rolled-up Olympic posters and Louis Vuitton cases containing the medals. Then, the medals are distributed to the winners - lastly, McIntosh is presented with the gold medal and the Canadian national anthem plays. But the award ceremony is not over yet.
At the previous Games, only accredited media representatives were allowed to photograph the Olympic award ceremony - from a distance. But at the Paris Games, athletes are allowed to take selfies for the first time. So, on that early August evening, a person specially tasked by the IOC hands a square, golden smartphone to the third-place finisher in the 200m individual medley, Kaylee McKeown from Australia. The three swimmers briefly pose, smile, and McKeown takes the photo.
Snap of the triumphant moment
The joint selfie of North and South Korean winners went viral. It was celebrated as a rare sign of cross-border unity between the two rival countries. But it's a mandatory part of the prize-giving ceremony. If winners had refused the "victory selfies," it would likely have been an Olympic faux pas. Now, North Korean athletes could face penalties after interacting with the South Koreans.
According to the IOC, the so-called "victory selfie" is an official part of every medal ceremony at the Paris Games. It captures the triumphant moment on the podium, allowing winners to share this unique experience. At the same time, it showcases a new smartphone from Olympic partner Samsung.
The "victory selfie" is not taken with a personal smartphone - it's snapped with the special Olympic edition of the foldable Samsung Galaxy Z Flip6 smartphone. Medal winners are informed by the IOC about how and when the photo will be taken. After the medal ceremony, the "victory selfies" are first uploaded to the Athlete365 platform, where athletes can then download and save them.
This marks a departure from the IOC's previously strict rules on product placement. At previous Games, athletes were not allowed to bring personal items, including private smartphones, to the competition venue and medal ceremonies.
A foldable smartphone on a gold run?
Two days before the Games' opening ceremony, Samsung launched the smartphone on the market. The Galaxy Z Flip6 with 256GB is available for $1099.99, and the 512GB model for $1219.99. According to "The Standard," citing Samsung, the "victory selfies" have led to an increase in sales of the new foldable smartphone.
Samsung UK takes the lead in Europe's Galaxy Z series sales, says James Kitto, Vice President and Head of Mobile at Samsung UK and Ireland, "The Standard". This positive trend continues, Kitto notes, with the smartphone's gold standard. Pre-orders also confirm the positive launch of the Samsung phone.
For the first time, the South Korean company was a local sponsor at the 1988 Seoul Olympics. Ten years later, the technology company became a worldwide Olympic partner just before the 1998 Nagano Winter Olympics. There could be "Victory Selfies" at the next Olympics in 2028 in Los Angeles, as Samsung and the IOC are partners until at least 2028.
In Paris, the approximately 17,000 athletes participating in the Olympic and Paralympic Games will receive the Olympic edition smartphone from the tech giant.
Viral Sales Moment
Samsung's digital success formula likely relies on the spread of "Victory Selfies". Millions worldwide watch medal ceremonies live, and some athletes share this unique moment with families, friends, and followers on social networks, who could become potential buyers.
For instance, 16-year-old Brazilian Rayssa Leal, who won bronze in street skateboarding, snapped a "victory selfie" with gold medalist Coco Yoshizawa and silver medalist Liz Akama, both from Japan. "Sharing the moment of fulfilling my dream of winning a medal with my fans, family, and friends around the world, from my own perspective, was incredible," Leal told the IOC and Samsung.
Leal, a member of the Samsung Galaxy team, posted a photo on Instagram showing her taking the "victory selfie" with the golden smartphone. Her post reached her nearly nine million followers and garnered over a million likes.
Criticism of Game Commercialization
Other main sponsors' product placements are also noticeable during the Paris Olympics. According to the "Financial Times", some sports officials criticized the relaxed rules. Previously, product placement was limited to outside the playing field.
However, in Paris, besides Samsung, luxury company LVMH (Moët Hennessy - Louis Vuitton SE) and Coca-Cola are placing their products in previously ad-free parts of the games. The "Financial Times" describes this as "unprecedented commercialization" of the world's largest sporting event. This prominent display of sponsor brands is a first.
Former IOC marketing director Michael Payne told the "Financial Times" that there's a "fine line" between protecting the Olympic brand and creating new marketing opportunities for sponsors. Samsung told the "Financial Times" that it hadn't paid an additional fee for medal ceremonies.
The Paris Games organizers had to allow more marketing for financial reasons, said Phil Andrews, CEO of USA Fencing, according to the "Financial Times". The IOC and the International Paralympic Committee rely on sponsors, he added.
A study by the University of Oxford estimates the costs of the Paris Games at $8.7 billion. To cover these costs, organizers are also relying on sponsors. Sixteen sponsors, including companies like Samsung and Coca-Cola, paid $2.3 billion for exclusive worldwide marketing rights in the 2017-2021 Olympic cycle, according to the Financial Times. The amount for the current cycle is unknown.
The debate over the commercialization of the Games is now just getting started, as commercial revenues are set to be a key pillar of the organizers' plan for the Los Angeles Summer Olympics.
After securing her third Olympic gold in the 200m individual medley, Canadian swimmer Summer McIntosh poses for the mandatory "victory selfie" using the special Olympic edition of the Samsung Galaxy Z Flip6 smartphone. This tradition, which captures the triumphant moment on the podium, is a new addition to the medal ceremony at the Paris Games, according to the IOC.
The use of the Samsung Galaxy Z Flip6 during the "victory selfies" has reportedly boosted sales of the foldable smartphone. According to James Kitto, Vice President and Head of Mobile at Samsung UK and Ireland, the positive trend continues with the smartphone's gold standard, and pre-orders have also confirmed a successful launch.
