About Samsung and the Asian Games For almost 20 years, Samsung has been a dedicated supporter of major sporting events across Asia and the world. Samsung is a long-time supporter of the Asian Games, beginning as a local sponsor of the Seoul 1986 Asian Games and continuing as a local sponsor for the Hiroshima 1994 Asian Games. Samsung's full commitment to the Asian Games started from 1998 participating as an official partner of the Bangkok Asian Games and as a multicategory sponsor in the Busan Asian Games in 2002. Samsung highlights sports sponsorship as a platform to raise brand awareness and build a reputation for excellence in corporate citizenship. Samsung's extensive support of sports, including the Asian Games, is based on its corporate values that celebrate peace, encourage friendly competition and promote unity among people of all cultures.