Samsung Electronics Co., Ltd. (KRX:005930) has signed a $100 million three-year deal with the National Basketball Association (NBA), according to sources with The Wall Street Journal. The NBA will be bringing Samsung’s technology to the court, including court-side monitors, tablets, and TVs. Referees will be using the court-side monitors to review close calls when the NBA season starts this week.
The NBA will also created customized video content for Samsung devices, including TVs. Previously, the NBA had TV and computer deals with Hewlett Packard and Chinese appliance company Haier Group.
This is not the first major partnership that Samsung has been associated with the NBA over a deal. Samsung partnered with Miami Heat forward LeBron James to endorse the Samsung Galaxy Note II smartphone. The long-form commercial hit over 40 million views on YouTube. In the ad, LeBron James played with the Galaxy Note II while getting a hair cut.