Keith Allison
Samsung and the National Basketball Association are reportedly partnering in a three-year deal that will put Samsung tablets and TVs courtside at every game. The Wall Street Journal reports that the $100 million deal will have coaches using Samsung tablets for explaining tactics, while referees will judge close calls on Samsung TVs.
Previously, the NBA had similar deals with HP and Haier. The move will make Samsung one of the most prominent brands in NBA, giving it visibility during some of the most critical moments of the game.
But the benefits of the multi-million dollar deal will span beyond improved brand visibility. The NBA is also reportedly going to put out content that is customized for Samsung's devices, including Smart TVs, allowing the Korean giant to further differentiate its offerings.
The deal serves to highlight Samsung's massive marketing firepower. Samsung Electronics, which makes the bulk of its profits from mobile devices, had a marketing budget of $11 billion in 2012. In the US alone, the company spent $400 million on advertising in the same year, 20 percent more than the runner-up Apple.
Samsung has previously collaborated with basketball star LeBron James to promote the Galaxy Note 2, and with rap icon and former owner of Brooklyn Nets Jay Z to sell the Galaxy S4 in a $20 million sponsorship deal.
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