Samsung is trying to make full use of its sponsorship of the Turni Winter Olympics, and has opned a showroom in Turin.
However, some local and global civic groups are not so impressed and have been criticising the International Olympic Committee and its official sponsors in Turin over the commercialisation of the Olympics.
A number of different anti-globalisation groups held demonstrations all over Italy during the Olympic torch relay, which was exclusively sponsored by Samsung and Coca Cola.
There was even an attempt to burn a Samsung flag, by students of Turin University, when the torch relay neared the city on Friday. The demonstration was intended to fight excessive corporate advertising in the Olympics, and the environmental damage resulting from the construction of the venues.