Samsung and Vodafone will jointly sponsor a Rugby Union event at the end of the month.
The Big Game 2 is the second Rugby event of its kind, and will see the Harlequins play against the Wasps on December 27 at Twickenham stadium.
The sponsorship is to drive sales of the Vodafone 360 on the Samsung H1 handset.
Samsung Mobile vice president for UK and Ireland Mark Mitchinson said the sponsorship would enable Samsung to pitch its smartphones to an affluent demographic.
Mitchinson told Mobile News Samsung will be aggressive in developing innovative marketing campaigns next year, centered around the launch of a range of smartphones on different operating systems.
“This is a true collaboration between Samsung and Vodafone and is an indication of our intentions next year – to focus on the smarphone market,” said Mitchinson.
“We have launched a number of smartphone devices over the years, but next year we will really be increasing the awareness and sales of that type of device.”