Sydney, Australia — Samsung Electronics Australia has launched a new campaign that transforms its Galaxy S26 Ultra into a pocket-sized virtual assistant referee (VAR), using grassroots football to showcase how mobile technology can help reduce sideline disputes and create a better match-day experience.
Called ‘Ultra Field Test,’ the campaign features Australian football legend Archie Thompson and Sydney-based football club Sutherland Sharks FC, highlighting how AI-powered camera features can help spectators capture and review key moments during matches, bringing greater clarity to close calls while reducing pressure on referees and players.
At the heart of the campaign is a hero film released across Samsung’s digital channels, demonstrating how AI-powered mobile technology can extend beyond content creation into practical, real-world situations that matter to everyday consumers.
Recent research commissioned by Samsung found that while 66% of Australian sports fans have argued over refereeing decisions and 41% have witnessed disagreements at community events, 69% believe technology can improve officiating even though professional systems such as VAR remain out of reach for grassroots clubs.
To address this gap, Samsung’s campaign demonstrates how the Galaxy S26 Ultra’s advanced zoom and slow-motion playback can help spectators review important moments during matches, offering greater confidence in decisions and easing tensions on the sidelines.
Nathan Rigger, Head of Product for Mobile eXperience at Samsung Electronics Australia, said the campaign also showcases how Australians can use the device beyond everyday photography.
“For many parents, supporting their kids at Saturday sports is about being present in the moment and capturing key memories. Whether it’s a stunning goal or a match-winning save, the Galaxy S26 Ultra is designed to capture these moments perfectly. With features like Space Zoom, Audio Eraser, and Horizontal Lock, you can relive those memories over and over again,” said Rigger.
Launched during one of football’s biggest seasons, the campaign places Samsung’s technology within a culturally relevant setting familiar to millions of Australians by positioning the Galaxy S26 Ultra as a practical tool that supports everyday sporting experiences.
