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Samsung/NBA deal blurs boundaries between business, sport and entertainment
by david
on
When one of the world’s largest electronics product manufacturers teams with one the most popular professional sports leagues on the planet, you’d expect some headlines. But Samsung Electronics is enjoying quite the increase in presence thanks to the company’s marketing/technology agreement with the NBA.
The signing of the deal going into the 2013-14 season of the NBA called for Samsung to serve as “the official handset, tablet, and television provider of the NBA, Women's National Basketball Association (WNBA), and NBA Development League (NBA D-League)” in addition to receiving a lot more advertising on national television. While the technology has been implemented and used on the court in official replays seamlessly (at least as seamlessly as the officials’ stop-and-start committee meetings can be), the everyday hoops fan certainly finds a few other fruits of the relationship more interesting.
First and foremost is the new applicability of the excellent NBA League Pass online streaming product for Samsung Galaxy Tabs and other mobile devices from the company. While League Pass may now be viewed on tablets of all sorts, the software is now optimized for the Samsung format – a nice bonus for owners of this particular device. A bit less positively are the adverts for the ‘Pass which may pop up when using the Tab – but one can’t blame them for trying.
The NBA TV pregame show “Inside Stuff” is also sponsored by Samsung this season, though naturally that doesn’t mean too much beyond the hosts having to drop in the brand name every so often.
And talk about your merchandising crossovers: The arrangement between Samsung and NBA has seemed inevitable since last season when MVP Lebron James became a pitchman for the company’s smartphones and tablets. For Samsung advertising, the connection between the two probably peaked during game five of the championship series. During that game, Samsung ran a three-minute commercial promoting the new album by hip hop star/Brooklyn Nets co-owner Jay-Z – thus blurring the lines between business, sport and entertainment that much more at a price of minimum $3 million just for airing.
Week one of the NBA season this year, however, produced some advertainment which went above and beyond expectations. Within one week of its posting to YouTube, a two-minute spot from the “Always On” campaign starring James ran up nearly 10 million views – and this beyond its occasional airing on television.
So what does the Samsung/NBA deal mean going forward? Aside from yet more visibility for the likes of “King James” and Jay-Z, lots more of the same, we’d suspect. The only question is whether we might someday see coaches or commentators sporting Samsung tablets on court. This might even be a useful item for that troublesome play-review problem – except for one factor: Each stoppage in play means more advertising revenue during TV broadcasts. And clearly both Samsung and NBA have lots more product to push.
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Pure Sense Buddy Antibacterial Rugged tablet case for Apple iPad Pro 11
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The Buddy is a tablet case that repels bacteria and protects your iPad. It's a special case that contains an antimicrobial agent (provided by SteriTouch) to controls organisms responsible for smell, odours, and staining. It does all of that while...
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Mujjo Full Leather Wallet case for Apple iPhone Xs, iPhone X
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Mujjo's best leather wallet case yet, handcrafted for Apple iPhone Xs and iPhone X. Completely redesigned leather wallet cover using a new in-mold production process that improves product quality for everyday use. All-in-one integrated card pocket holds 2-3 cards. Full...
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Cooper Dynamo Rugged Kids Play Case for Apple iPad Air (5th-4th-3rd-2nd-1st Gen)
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A Cooper Cases original, the Dynamo has a comforting foam casing that acts as a barrier between your child’s wild exploration and you have heart attack.Originally launched in 2012, it’s great for all ages. Your 2-year-old can use it as...
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Cooper Kai Skel P1 Keyboard Clamshell with built-in Power Bank for Apple iPad 4 3 2
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What if we told you, you could transform your iPad into a bona fide Macbook Pro? Well, the Clamshell will do just that, it's about as close as you can get to upgrade your iPad to a laptop these days....
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Mujjo Full Leather case for Apple iPhone 13 Pro
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Keeping things simple Mujjo is an acclaimed Dutch designer label. A pioneer in accessible luxury leather accessories for Apple and Samsung products. Mujjo created the world's first leather wallet case for iPhone (way before Apple introduced it). Mujjo also developed...
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Cooper Bounce Strap Drop Proof Rugged Case w/ Shoulder Strap, Hand Strap & Kickstand For Apple iPad / Samsung
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Cooper Bounce Strap Drop Proof Rugged Case With Shoulder Strap For Your iPad. One case to rule them all? This case is made of 100% non-toxic, easy to wash silicon that can be easily removed to clean. It comes in...
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Cooper Backlight Executive Universal Bluetooth Keyboard Folio for 9-10.5" Tablets (with Backlit keys)
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The latest tech weapon of the mobile executive is a refined, reliable, and dashing black PU leather case and keyboard combo. Digital nomads and compulsive overachievers will delight in the magnetically detachable, backlit keyboard for those long and often dim...
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Cooper Magic Carry II PRO Shoulder Strap Folio for Apple iPad
What you win in screen size and performance with tablets you tend to lose in mobility. As soon as you have to carry your tablet from A to B and do anything in between you'll experience the frustration. You can't...
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