Having just stretched its lead as the world’s top TV brand into its twentieth year, Samsung Electronics is looking to celebrate with a new, Europe-wide marketing campaign starring former Arsenal and France legend Thierry Henry.
The new campaign kicks off as the 2025/26 Premier League season edges towards its thrilling finale, and as excitement begins to build up ahead of the FIFA World Cup 2026, and the launch of Samsung’s newest TVs.
Samsung’s message is that watching football is always better as a shared experience, and that it’s not only the game itself that matters, but also the TV you watch it on.
Naturally, the company believes that its TVs are the most ideal way to watch football, and should be the centrepiece of those shared moments, no matter if you’re viewing at home or in a public environment such as a restaurant or the pub.
Former Arsenal legend Thierry Henry echoes those sentiments: “For me, the way you watch sport is just as important as the sport itself,” he said. “This campaign shows how technology can truly enhance such euphoric moments.”
With the FIFA World Cup hosted by the U.S., Canada and Mexico set to kick off in just over a month, Samsung is launching a host of new TVs that promise to enhance viewer’s experience of the games. Its latest OLED, Micro RGB and Neo QLED TVs are equipped with the company’s new Visual AI Companion technology, and support a new “AI Soccer Mode Pro” that delivers various football-centric features.
For instance, Samsung’s 2026 TVs will enable viewers to see the latest rankings, information on star players and match predictions before the games kick off. During the games, the AI Soccer Mode Pro will enhance the audio-visual experience to “stadium-level quality,” and users will also have the option to mute either the commentators or the crowd as they watch.
Samsung’s 2026 TV lineup is already rolling out in the U.S. and will launch in Europe imminently, and users have more options than ever before. Its 2026 OLED range is headed up by the Samsung S95H, which comes with a brighter panel that can hit up to 4,500 nits while maintaining intense contrast.
Meanwhile, its Micro RGB models are headlined by the R95H, which is based on the company’s new RGB LED display technology that offers unrivalled colour accuracy. There's also a plethora of Neo QLED TVs based on Samsung’s most advanced Mini-LED tech, which feature even more local dimming zones and faster refresh rates than ever before.
Samsung’s new TVs promise to deliver an even more immersive viewing experience when watching the World Cup action at home, and they’re expected to go on sale just before the tournament begins.
