POSTED: Sep 17, 2014 2:31 PM ET
UPDATED: Sep 17, 2014 4:29 PM ET
NEW YORK — HARMAN International and the NBA announced Wednesday a comprehensive multiyear marketing and merchandising partnership that will make the company the official headphone, speaker, and audio partner of the NBA, WNBA, NBA D-League, and USA Basketball. This unprecedented partnership is the NBA's first ever marketing partner in these categories and HARMAN's first partnership with a professional sports league.
NBA Commissioner Adam Silver and HARMAN Chairman, President and CEO Dinesh Paliwal made the announcement this afternoon at the HARMAN Flagship Store on Madison Avenue in New York City.
The new marketing and consumer products partnership will focus on HARMAN's JBL brand and will provide fans with enhanced audio experiences both in the arena and at home. HARMAN's products will also be featured at NBA events worldwide and integrated into league operations. HARMAN will provide JBL and other HARMAN products to players and coaches.
Additionally, as early as this holiday season, HARMAN will produce NBA-branded audio products for fans around the world. The products will include team- and player-branded headphones and portable speakers.
NBA, Harman Announce Partnership
Harman International has signed a multi-year pact with the National Basketball Association.
"As a global leader known for creating and developing the best audio products on the market, we are honored to welcome HARMAN to the NBA family," said Silver. "This groundbreaking partnership showcases the intersection of technology and entertainment, and provides our tech-savvy fans with another way to further connect with their favorite team and players."
"HARMAN is extremely proud to become the first official audio partner of the NBA and excited to elevate the NBA basketball experience for fans around the world wherever they enjoy the sounds of the game -- at the arena, in their homes, in their cars, or on the go," said Paliwal. "Recognizing the convergence of music, sports, technology and entertainment, the NBA and HARMAN are ideal partners to develop powerful marketing programs and exciting co-branded audio products that will engage and inspire a new generation of fans."
Building upon its expertise in music and entertainment, HARMAN will present the NBA All-Star Entertainment Series, bringing the excitement of the musical performances at State Farm All-Star Saturday Night and during pregame introductions and the halftime show at the NBA All-Star Game to fans in the arena and watching at home.
HARMAN will have a large presence at NBA events throughout the year, beginning next month at NBA Global Games Rio 2014. As a partner in Rio, HARMAN will host several activities at the Fan Zone, including musical performances and the NBA Global Games viewing party.
HARMAN also will conduct significant activities at many other marquee events across the NBA, WNBA, NBA D-League, and USA Basketball, including: NBA All-Star Jam Session, Boost Mobile WNBA All-Star, NBA D-League All-Star, and the USA Basketball Global Exhibition Tour. Later this season, HARMAN will debut new NBA-themed advertising, promotions, and sweepstakes.