By Claire Reilly

Samsung Electronics Australia is boosting its presence in the sporting world with the announcement that the company has become an official partner of the Qantas Wallabies, Test Rugby and the Super Rugby Competition.

The partnership was announced yesterday, hours before the opening match of the international season between Australia and Scotland (where the Wallabies suffered an embarrassing defeat at the hands of Scotland, thanks to a last-minute penalty goal).

The deal will go through until 2015, encompassing the Rugby World Cup in the UK, and will include signage at all matches, as well as hospitality, digital rights and player appearances. It is set to be publicised through a marketing campaign that will include broadcast and social media activity.

Speaking about the new partnership was Samsung Electronics Australia’s corporate marketing director, Arno Lenior.

“Rugby Union is a premium Australian sport and we’re thrilled to announce this partnership,” said Lenior. “We’re looking forward to seeing the passion and energy from the avid supporters and being a part of such a beloved Australian sport.

“One of the key focuses for Samsung this year is intensifying our relationship with the consumer and we see this partnership with the Qantas Wallabies, Test Rugby and Super Rugby Competition as a way to propel this to another level.”

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The CEO and managing director of Australian Rugby Union, John O’Neill, was equally delighted with the new arrangement.

“Samsung are a highly recognisable and hugely successful brand across the world and we are very pleased they have decided to support Rugby in Australia,” said O’Neill.

“This exciting new partnership will see ARU join Samsung’s sponsorship family that includes the International Olympic Committee, Australian Olympic Committee and the Chelsea Football Club all of which are highly respected organisations. We are delighted to have Samsung as part of the Rugby family until at least the end of 2015.”

Qantas Wallaby Mike Harris, ARU deputy CEO Matt Carroll, Qantas Wallaby Nathan Sharpe, Samsung Asia CEO Gregory Lee, ARU managing director and CEO John O’Neill, Samsung Electronics Australia marketing director - corporate Arno Lenior, Samsung Electronics Australia managing director S.R. Yoon, Qantas Wallaby James Slipper.