Dive Brief: 

• South Korea-based electronics firm Samsung has signed a $100 million sponsorship deal with the NBA. 
• The move is part of a larger effort to capture more U.S. market share. 
• The three-year deal includes Samsung providing TVs, mobile phones and tablets to members of the NBA. In return, refs will exclusively use the Samsung products courtside to review plays and other functions. 

Dive Insight:

This marks the largest deal the NBA has ever signed with any electronics company. Samsung especially stands to benefit, as the move places its products front and center before millions of sports fans.