Samsung Near Deal With NBA

Samsung Logo

(Sports Business Journal, October 28, 2013)  Samsung has been working to make a major sponsorship deal with the National Basketball Association (NBA) that will include smartphones, tablets, televisions, and blue-ray player rights across the company line.  As the NBA season opener approaches, so does the completion of this sponsorship deal.   The United States, Canada, and Mexico are encompassed by this multi-year deal which includes the NBA, WNBA and the D-League.

Samsung products will be incorporated on-court by using Samsung monitors for court-side replays along with referees using Samsung tablets.  Samsung will also sponsor many NBA events including the All-Star Jam Session, the Celebrity All-Stars game, and the NBA draft.  A few teams are in the works for sponsorship deals as well.  One of those teams is the Miami Heat whose all-star player Lebron James has already been endorsing the Samsung Galaxy for the past year.

Samsung will most likely dominate many of the commercials during TNT’s opening night NBA tip-off.  Samsung and Apple are in a fierce marketing battle for smartphone and tablet supremacy; Samsung seems to have gained the upper hand by making this deal with the NBA.  This deal between the NBA and Samsung seems to be a good fit as the NBA is the leader in technological innovations throughout the sports world and Samsung leads the globe in smartphones sold.  NBA’s Executive Vice President of Global Marketing, Mark Tatum, is excited about the partnership between these two technological leaders.  He had this to say about the deal, “You’ll see our marketing and programming distributed across all of Samsung’s platforms and across all of our media partners. It’s well-integrated, and as technology develops, we’ll develop a lot more initiatives with our teams, players and coaches.”  Samsung is also planning a co-marketing venture with fellow NBA sponsor Sprint.  This makes sense as Samsung is part of Sprint’s portfolio of smartphones.  The Samsung sponsorship deal sprouted through a small deal with Jay-Z’s commercial during the NBA finals promoting his new album “Magna Carta Holy Grail.”