Global tech firm Samsung is launching the latest iteration of its longstanding partnership with Skateboard GB, and joining forces with telecom brand EE to help improve the accessibility of skateboarding across the UK.
Developed with creative agency Iris, the initiative will see all three parties invest in extended opening hours at ten skateparks across the country, as well as increased funding for events, product experiences and skate jams.
To celebrate the renewed commitment, Samsung and EE will be running a ’25-hour skatepark’ at London’s BAYSIXTY6 on the 19 and 20 March, acting as a day-and-night tribute to all elements of skateboarding culture, from music performances, to pro skating talent demos and hands-on content creation.
“Off the back of the incredible work we’ve done with Skateboard GB, we are incredibly excited to deepen our commitment to creating skateboarding opportunities for young people in the UK by welcoming EE to this journey,” Samsung VP of product and marketing, mobile experience (MX), UK & Ireland, Annika Bizon said.
“Unlike traditional sports pathways where talent is often identified through schools or sports clubs, skateboarding talent seen on the Olympic stage has often emerged through less traditional pathways, like social media. This reflects the unique nature of the sport, where skaters showcase their skills and creativity online.”
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She continued: “Alongside our mobile technology, EE’s support will significantly amplify our efforts to support this next generation of skating talent to stay connected, feel inspired and ‘Never Stop Growing.’”
Designed to promote the firm’s latest Galaxy S25 Series of smartphones, the event will also include exclusive meet-and-greets with pros like Olympian and brand ambassador Sky Brown, workshops, and immersive activities.
Skateboard GB CEO, James Hope-Gill added: “We are delighted to see this partnership expand with the inclusion of EE. This collaboration strengthens our ability to ‘Skate More, Skate Better’ and provides even greater support for skaters at all levels.
“Crucially, we recognise that currently, opportunities to skate may be limited by skate park accessibility and opening hours. This partnership directly addresses these challenges. By encouraging skate parks to have extended opening hours, enhanced connectivity, and more frequent events, we will make skateboarding significantly more accessible for the next generation.”
