As brands rethink how value is generated around mega-events, Samsung’s expanded athlete programme ahead of Milano Cortina 2026 points to a broader move away from Games-time visibility and towards sustained engagement built on authenticity, creator-led content and long-term narrative. Samsung’s decision to build a year-round, athlete-led sponsorship strategy ahead of the Milano Cortina 2026 reflects … Continue reading Samsung VP says Olympic sponsorship must reflect how fans follow athletes, not events