SBD/October 28, 2013/Marketing and Sponsorship

NBA, Samsung Ink Multiyear Sponsorship Deal, With Courtside Tablets For Referees

Samsung monitors will be used by NBA officials for courtside replays
Samsung and the NBA today announced a multiyear deal making the company the official handset, tablet and TV provider for the NBA, WNBA and NBA D-League. Samsung will serve as title sponsor of the NBA Summer League and will be a presenting sponsor for NBA TV's "NBA Inside Stuff" (NBA). In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes the deal will "include rights across the company’s line of smartphones, tablets, televisions, Blu-ray players and streaming video boxes." The deal encompasses the U.S., Canada and Mexico. There also is a "major commitment for advertising with the NBA’s TV rights holders." On-court integration "will see Samsung monitors at courtside for replays, while NBA referees will use Samsung tablets, but in what capacity is uncertain at this point." Samsung will "sponsor elements at All-Star Jam Session, the Celebrity Game at All-Star Weekend and the NBA draft." Sources said that there will be "a handful of team sponsorship deals, as well, including one" with the Heat. Heat F LeBron James "has been endorsing the Samsung Galaxy for the past year" (SPORTSBUSINESS JOURNAL, 10/28 issue). The WALL STREET JOURNAL's Cohen & Cheng report the three-year, $100M deal "will instantly make Samsung one of the most visible companies during NBA games." The league "previously had television and computer deals" with Haier and HP, respectively (WALL STREET JOURNAL, 10/28).
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