diff --git a/homeassistant/components/samsungtv/__init__.py b/homeassistant/components/samsungtv/__init__.py
index 212ef6c23ca..515e5c0de96 100644
--- a/homeassistant/components/samsungtv/__init__.py
+++ b/homeassistant/components/samsungtv/__init__.py
@@ -24,6 +24,7 @@ from homeassistant.core import Event, HomeAssistant, callback
 from homeassistant.exceptions import ConfigEntryNotReady
 import homeassistant.helpers.config_validation as cv
 from homeassistant.helpers.typing import ConfigType
+from homeassistant.util.async_ import run_callback_threadsafe
 
 from .bridge import (
     SamsungTVBridge,
@@ -117,6 +118,19 @@ async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
     # Initialize bridge
     bridge = await _async_create_bridge_with_updated_data(hass, entry)
 
+    # Ensure new token gets saved against the config_entry
+    def _update_token() -> None:
+        """Update config entry with the new token."""
+        hass.config_entries.async_update_entry(
+            entry, data={**entry.data, CONF_TOKEN: bridge.token}
+        )
+
+    def new_token_callback() -> None:
+        """Update config entry with the new token."""
+        run_callback_threadsafe(hass.loop, _update_token)
+
+    bridge.register_new_token_callback(new_token_callback)
+
     def stop_bridge(event: Event) -> None:
         """Stop SamsungTV bridge connection."""
         bridge.stop()
diff --git a/homeassistant/components/samsungtv/bridge.py b/homeassistant/components/samsungtv/bridge.py
index ed520acc1f7..37a725ee5c9 100644
--- a/homeassistant/components/samsungtv/bridge.py
+++ b/homeassistant/components/samsungtv/bridge.py
@@ -98,11 +98,16 @@ class SamsungTVBridge(ABC):
         self.host = host
         self.token: str | None = None
         self._remote: Remote | None = None
-        self._callback: CALLBACK_TYPE | None = None
+        self._reauth_callback: CALLBACK_TYPE | None = None
+        self._new_token_callback: CALLBACK_TYPE | None = None
 
     def register_reauth_callback(self, func: CALLBACK_TYPE) -> None:
         """Register a callback function."""
-        self._callback = func
+        self._reauth_callback = func
+
+    def register_new_token_callback(self, func: CALLBACK_TYPE) -> None:
+        """Register a callback function."""
+        self._new_token_callback = func
 
     @abstractmethod
     def try_connect(self) -> str | None:
@@ -176,10 +181,15 @@ class SamsungTVBridge(ABC):
         except OSError:
             LOGGER.debug("Could not establish connection")
 
-    def _notify_callback(self) -> None:
+    def _notify_reauth_callback(self) -> None:
         """Notify access denied callback."""
-        if self._callback is not None:
-            self._callback()
+        if self._reauth_callback is not None:
+            self._reauth_callback()
+
+    def _notify_new_token_callback(self) -> None:
+        """Notify new token callback."""
+        if self._new_token_callback is not None:
+            self._new_token_callback()
 
 
 class SamsungTVLegacyBridge(SamsungTVBridge):
@@ -245,7 +255,7 @@ class SamsungTVLegacyBridge(SamsungTVBridge):
             # This is only happening when the auth was switched to DENY
             # A removed auth will lead to socket timeout because waiting for auth popup is just an open socket
             except AccessDenied:
-                self._notify_callback()
+                self._notify_reauth_callback()
                 raise
             except (ConnectionClosed, OSError):
                 pass
@@ -355,7 +365,7 @@ class SamsungTVWSBridge(SamsungTVBridge):
             # This is only happening when the auth was switched to DENY
             # A removed auth will lead to socket timeout because waiting for auth popup is just an open socket
             except ConnectionFailure:
-                self._notify_callback()
+                self._notify_reauth_callback()
             except (WebSocketException, OSError):
                 self._remote = None
             else:
@@ -365,6 +375,7 @@ class SamsungTVWSBridge(SamsungTVBridge):
                         self._remote.token,
                     )
                     self.token = self._remote.token
+                    self._notify_new_token_callback()
         return self._remote
 
     def stop(self) -> None: