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Oct. 28, 2013 / 10:57 AM

NBA, Samsung agree to three-year $100 million deal

People gather in Times Square when Samsung Unveils Galaxy Gear Smartwatch and Galaxy Note 3 Smartphone on September 4 in New York City. The Smartwatch will launch in October, and be available in six colors. UPI/John Angelillo

People gather in Times Square when Samsung Unveils Galaxy Gear Smartwatch and Galaxy Note 3 Smartphone on September 4 in New York City. The Smartwatch will launch in October, and be available in six colors. UPI/John Angelillo | License Photo

NEW YORK, Oct. 28 (UPI) -- A three-year, $100 million deal with the National Basketball Association has made technology firm Samsung a major player in the game, league officials say.

The agreement will put the company's tablets and televisions courtside for referees to review calls, The Wall Street Journal reported Sunday.

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The NBA is also expected to create content customized for Samsung devices, allowing the South Korean company to offer more than just hardware.

The league's previous deals were with Haier Group, a Chinese company, and Hewlett-Packard.

Samsung already had some high-profile connections to professional basketball. Miami Heat forward LeBron James was featured in a long-form Samsung commercial last season, while former Brooklyn Nets owner Jay Z earlier this year announced his new album in a Samsung commercial during an NBA Finals game.

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