Samsung has inked a deal with the NBA that will see the league’s coaches, players and referees utilize Samsung tablets and televisions during games. Samsung will be known as the “official provider” of NBA technology, a position that was vacated by HP way back in 2008 when their deal ran its course.

The $100 million agreement will span three years and provide Samsung with a wealth of primetime exposure according to sources familiar with the deal as reported by the Wall Street Journal. For the NBA, they will now be seen as a league on the cutting edge of technology – a win / win for everyone involved.

Samsung partnered with the Phoenix Suns in early 2012 to provide them with wireless tablets to handle both business and basketball operations. This new NBA-wide deal likely builds on the success of that partnership and could even see the league produce customized video content for Samsung devices.

The move is the latest marketing push from Samsung which has included endorsements from Miami Heat star LeBron James and a commercial featuring rapper Jay-Z that aired during the NBA Finals. And while securing the NBA as a client can only be seen as a positive for the Korean tech giant, they likely no doubt have their sights set on an even bigger target: the NFL.

The NFL is by far the largest sports organization in the US with many teams including the Denver Broncos and the Baltimore Ravens already using tablets like the iPad to replace their massive playbooks.