New York – Harman and the National Basketball Association (NBA) entered into a multiyear marketing and merchandising partnership that makes Harman the NBA’s official headphone, speaker and audio partner.
Harman also becomes the official headphone, speaker and audio partner of the Women’s National Basketball Association (WNBA), NBA Development League (NBA D-League) and USA Basketball.
The deal marks Harman’s first partnership with a professional sports league and makes Harman the NBA’s first-ever marketing partner in these categories, Harman said.
Previously the NBA had an agreement with Skullcandy for licensed product, but Harman’s deal with the NBA “is a fully integrated global partnership that will include marketing rights, team deals, on-site activations, as well as licensed product arrangements,” a Harman spokesman told TWICE.
The venture focuses on Harman’s JBL brand, but not exclusively. JBL products will be featured at NBA events worldwide and integrated into league operations. Harman will provide JBL and other Harman products to players and coaches. And as early as this holiday season, Harman will produce NBA-brand audio products for sale around the world. The products will include team- and player-branded headphones and portable speakers.
Later this season, Harman will launch NBA-themed advertising, promotions and sweepstakes.
NBA Commissioner Adam Silver and Harman chairman Dinesh Paliwal made the announcement today at the Harman Flagship Store on Madison Avenue in New York City.
Also as part of the agreement, Harman will present the NBA All-Star Entertainment Series and pregame introductions and the halftime show at the NBA All-Star Game.
Harman will also have a large presence at NBA events throughout the year starting in October with the NBA Global Games Rio 2014. There Harman will host several activities at the Fan Zone, including musical performances and the NBA Global Games viewing party.
Harman will also be involved in other NBA activities, including the NBA All-Star Jam Session, Boost Mobile WNBA All-Star, NBA D-League All-Star and the USA Basketball Global Exhibition Tour.