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  Samsung Electronics Australia becomes Sydney Opera House’s first Principal Partner

Milestone three-year partnership

Cutting-edge technology to create a richer, broader and more interactive Opera House experience

Major consumer-generated content competition announced


Sydney – Friday, 12 April 2013 – The Opera House and Samsung Electronics Australia today announced a collaboration that will transform the Opera House experience via a diverse range of Samsung’s state-of-the-art technology. The multi-million dollar, three-year partnership is both the largest ever for the Opera House and the largest arts sponsorship ever for Samsung Electronics Australia, a market leader in consumer electronics and digital media. Samsung will be the Opera House’s first Principal Partner.

The two international brands will work together to:

  • Create a richer, more sophisticated and interactive Opera House experience for the 8.2 million people who visit the precinct each year through interactive digital display screens and mobile technologies; as well as using Samsung technology to extend the Opera House experience to millions more Australians regardless of where they live;  
  • Create live sites so that people can enjoy free, outdoor experiences across the precinct;
  • Further strengthen the Opera House’s commitment to access and education. A long-term aspiration of the partnership is that Samsung will collaborate with the Opera House on a Multimedia Education Facility: a space on site where patrons, students and school groups can explore the art created at the Opera House in new ways and learn creatively.

Minister for Tourism, Major Events and the Arts, George Souris congratulated the Sydney Opera House and Samsung saying that both parties would benefit from this important partnership.

“The introduction of Samsung’s technological expertise to one of the world’s most recognised and celebrated buildings will greatly enhance the visitor experience to the Sydney Opera House with the innovation of live sites. This will take functionality of the Sydney Opera House to another level,” Mr Souris said. 

Sydney Opera House CEO Louise Herron said: “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 40th 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.”  

Arno Lenior,Samsung Electronics Australia Marketing Director, said: “As a global leader in technology and innovation, Samsung’s vision is to facilitate discovery for all Australians through our products and content. Our partnership with the Sydney Opera House literally brings this vision to life and forms the heart of our relationship. 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.”


To celebrate this milestone, the Opera House and Samsung Electronics Australia have announced a major competition that will hand the Opera House sails over to the public for the first time. People will be able to submit their images of life in Australia from Friday 12 April. On April 23, 2013, coinciding with the launch of Samsung’s highly anticipated GALAXY S 4, the Opera House sails will be transformed into a portrait of this country and its people.

For more information and to enter,

Principal PartnerSamsung Electronics Australia joins other major partners Google, MasterCard and Etihad, underlining corporate Australia’s support of the Opera House as it enters an exciting new chapter in its history, which will take it from its 40th anniversary in October to its 50th anniversary in October 2023.


For further media information, please contact:
Kate Huish, Communications Specialist, Sydney Opera House
T: 02 9250 7411 | M: 0422 963 184 | E:


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