Samsung and the Sydney Opera House have entered into a three-year partnership that will see Samsung as the tourist attraction’s official partner. The multi-million dollar deal will see Samsung become the Opera House’s first official ‘principal partner’ and is set to be the biggest arts sponsorship in Samsung Australia’s history. Samsung will also provide technological support as part of the deal.

“The potential audience for all the Opera House’s incredible work is every Australian in the country. We want to help make this a reality. At Samsung we passionately believe technology can better people’s lives, and bringing the Opera House’s best-in-class arts and education content to more Australians than ever is our ultimate goal with this sponsorship,” says Samsung electronics Australia marketing director, Arno Lenior.

As part of the launch Samsung is ‘handing the Opera House sails over to the public for the first time’ giving the public the opportunity to submit photos that will be projected onto the sails of the Opera House the night of the launch on 23 April, transforming the Opera House sails into a ‘portrait of this country and its people’.The launch of the new partnership will  coincide with the launch of Samsung’s new Galaxy S4 device.

Sydney Opera House CEO, Louise Herron says of the deal, “The partnership is in every sense about the next generation of the Opera House. It is our mission to welcome, engage and inspire people through the quality, breadth and ambition of what we offer. I am thrilled that on the eve of our 40^th anniversary in October, Samsung, a leading international brand which shares our focus on creativity, excellence and innovation, has partnered with us to enhance people’s experiences of the Opera House and to help us cater to new generations of visitors through new generations of technology.”