Samsung, the Korean electronics giant and long-time sponsor of the Olympics, has partnered with major breaking, skateboarding, and surfing properties ahead of the Paris 2024 games.

The company has agreed new commercial partnerships with the World Surf League (WSL), Street League Skateboarding (SLS), and Pro Breaking Tour (PBT) organizations.

Through the tie-ups, Samsung will engage WSL, SLS, and PBT athletes and fan bases at key events in the build-up to Paris 2024, with the Olympics set to run between July 26 and August 11.

The agreements will also be activated through collaborative community initiatives and partnership collaborations.

Samsung has served as a worldwide 'TOP' Olympic and Paralympic partner since 2006. Its current deal runs until 2028 after signing a 10-year extension with the International Olympic Committee (IOC) in 2018.

The IOC’s TOP sponsorship deals are thought to be worth up to $200 million over a four-year cycle.

Surfing and skateboarding made their Olympic debut at the delayed Tokyo 2020 games and have once again been included on the program for the 2024 edition, as well as for the Los Angeles games in 2028.

Breaking, the competitive form of breakdancing, will be making its debut in the French capital, meanwhile.

That sport joined skateboarding, sport climbing, and surfing as the additional sports for this year's Olympics that were put forward by the Paris 2024 organizing committee.

Their inclusion represents part of efforts by the IOC to attract a younger audience for the Olympics, and has been approved on the proviso that they can use existing Paris 2024 venues. The aim is also for them to contribute to achieving gender equality at the games.