The NBA has always move quickly when it came to technology. They embraced replay when other major sports leagues continue to have trouble with blown calls in major games. They embraced YouTube to get their product on the devices of fans worldwide and they have shown a clear goal to grow the game globally and get its biggest stars overseas.
They now have also become the first major league to sign a technology partnership.
Samsung Telecommunications and the NBA last week announced a comprehensive multi-year marketing and technology partnership that will enhance the game and deepen the fan experience.
Samsung now becomes the official handset, tablet, and television provider of the NBA, WNBA, and NBA Development League (NBA D-League). Samsung will reach fans of all three leagues through a wide array of assets, including major league events, television and digital exposure, and customized content available on Samsung devices. The collaboration represents Samsung’s most extensive partnership with a North American sports league and the NBA’s most extensive partnership with a consumer electronics company.
“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.”
As professional sports leagues focus heavily on leveraging digital opportunities, partnerships like these make enormous sense. Samsung originally unveiled commercials with LeBron James that were a huge success and the next step for the company was to go from the game’s most recognizable player to the entire league.
“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,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “Samsung’s extraordinary commitment across the NBA, WNBA and NBA D-League will impact our game both on and off the court.”
Samsung’s entire bevy 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.
For the first time, NBA referees will be provided with Samsung tablets and will use Samsung technology courtside in all NBA arenas to review controversial plays throughout the season.
The NBA will also use Samsung devices during key league events including NBA All-Star, the NBA Playoffs, The Finals, and the three NBA Draft’s this contract includes starting in 2014. Samsung and the NBA will also offer a wide range of NBA content including League Pass (this will include an authenticated basis for those already subscribing to the league’s live game product), daily video recaps of games, expert analysis and commentary, NBA TV programming and more.
Samsung will serve as the title partner of NBA Summer League, a showcase of the league’s most talented young players held every summer in Las Vegas, and will be an associate partner of NBA All-Star Jam Session, the 2014 Sprint NBA All-Star Celebrity Game, and the NBA Draft presented by State Farm.
Additionally, Samsung will have a large presence on NBA national game telecasts on ABC, ESPN, and TNT, along with NBA Digital properties NBA TV, NBA.com, and NBA Mobile. It will also be the presenting partner of NBA TV’s NBA Inside Stuff.
Samsung will also be the presenting partner of the NBA D-League Showcase and the title partner of the WNBA Performance Awards, which include the Most Valuable Player, Sixth Woman of the Year, Rookie of the Year, Most Improved Player, and Defensive Player of the Year.
It will be interesting to see how this arrangement works out for both parties involved. While the three-year contract might seem short, we all know how fast technology moves and it is tough to even project the types of products that will be available for the 2016-17 NBA Season. It will be interesting if additional companies will try to emerge as a future suitor for the NBA and other leagues as this initial agreement plays out.