The NBA has signed a three-year deal worth $100 million with Samsung, making the company the league's official providers of televisions and tablets, according to Ben Cohen and Jonathan Cheng of The Wall Street Journal.
With this new deal, Samsung will provide the courtside monitors used by officials to review calls. Thanks to now owning this primary real estate, Samsung will become one of the most visible brands at NBA games.
In addition, the NBA wants to create customized video content specifically for Samsung devices, including television. The league hopes the partnership with the electronic giant can add an economic boost, while Samsung aims to become more unique and also build more brand loyalty.
Samsung is no stranger when it comes to dealing with the NBA. LeBron James has endorsed the company in commercials, and former Brooklyn Nets minority owner Jay-Z announced his latest album in a commercial aired during the NBA Finals.
Prior to this new partnership, the NBA had electronic deals with Haier Group and Hewlett Packard.