An official sponsor of the London Games, and one of the sponsors of Israel’s Olympic team, Samsung has created a new app that allows fans to keep in touch with athletes.

The Israeli athletes were given Samsung Galaxy SIII phones as part of the Korean electronic giant’s international Olympic marketing campaign.

Fans will send message through the app and the athletes will get the messages of support on their new phones.

Samsung Israel spent $750,000 on the app, which will send messages in real-time, giving the athletes a morale boost when they need it most, said Barak Palatchi, marketing manager of Samsung Israel.