Partnership Between Samsung and the NBA Could be a Game Changer
(SPORTS TECHNOLOGY)
Early on Monday, October 28, the NBA signed a three year deal with Samsung (News - Alert), a $100 million deal that makes Samsung the NBA’s official provider of televisions and tablets. In effect, this brings Samsung courtside at all of the NBA games.
This is accomplished through the fact that as the NBA’s official provider of TVs and tablets, Samsung will be supplying all of the courtside monitors. These are the same monitors that the referees will use to review close calls.
With this announcement, Samsung becomes the official handset, tablet, and television provider of the NBA, Women's National Basketball Association (WNBA) and the NBA Development League (NBA D-League). Samsung will be able to reach fans of all three leagues through a wide array of assets. These include marquee league events, television and digital exposure.
In addition, the NBA wants to create customized video content. This will be specifically designed for Samsung mobile devices and will include its televisions. The league hopes that this partnership with Samsung can add an economic boost. In the meantime, Samsung aims to become more unique and also build more brand loyalty.
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Both partners have experience with the other side of the equation. Last season, LeBron James endorsed Samsung's Galaxy Note II smartphone. Being that LeBron is one of the most marketable players in the NBA, you can see the type of impact this would have for Samsung.
This gave Samsung a lot of exposure in the form of a long-form commercial that reaped more than 40 million views on YouTube (News - Alert). On the flip side, back in September, the NBA signed a deal with Stats LLC to install its player tracking technology in every NBA team’s arena.
“With this partnership Samsung and the NBA are committed to elevating the future of the game with innovative product and service solutions for the players, coaches, referees and fans,” said Todd Pendleton, chief marketing officer for Samsung Telecommunications America. “With these new experiences, players will be able to take their game to the next level while fans will be able to engage in new ways with their favorite teams and players.”
The idea is that Samsung's ecosystem of consumer electronics will be integrated into the league and will provide fans with new ways to experience the game through custom content and services that will be introduced throughout the partnership.
NBA referees will be provided with Samsung tablets and will use Samsung technology courtside in all NBA arenas to review key plays throughout the season. This is a first for the NBA. In addition, the NBA will use Samsung devices during key league events.
These events will include the NBA All-Star, the NBA Playoffs, The Finals, and the NBA Draft, which will be presented by State Farm. Samsung and the NBA will also offer a wide range of NBA content including NBA LEAGUE PASS (on an authenticated basis for those already subscribing to the league's live game product), daily video recaps of games, expert analysis and commentary.
Mark Tatum, NBA executive vice president of global marketing partnerships, said “More than ever, NBA fans are connecting with our game across mobile devices, tablets and televisions and Samsung's world-renowned products will bring them closer to the game. Samsung's extraordinary commitment across the NBA, WNBA and NBA D-League will impact our game both on and off the court.”
Edited by Rory J. Thompson
