Beats follows NBA deal with 76ers tie-up

NBA basketball franchise the Philadelphia 76ers has agreed a multi-year partnership with headphone brand Beats by Dr. Dre.

The agreement follows on from Beats last month signing a league-wide deal making it the official headphone, wireless speaker and audio partner of the NBA.

Beginning with the 2018-19 season, and as part of the new partnership, Beats branding will appear throughout the 76ers’ Wells Fargo Center arena, including both within and above the player tunnel; the first time a 76ers’ partner will have its brand showcased in the corridor from the locker room to the court.

Both partners will collaborate on a custom pregame playlist, which will include songs from Beats brand ambassadors within the music industry and selections by 76ers players, that will be heard throughout the arena prior to tip-off.

Additionally, Beats will be the Official Partner of 76ers pregame lifestyle content across Instagram, Twitter and Facebook. The Beats logo will be integrated into pregame player imagery seen on the social media platforms.

Philadelphia 76ers guard-forward and 2018 NBA Rookie of the Year, Ben Simmons, serves as a brand ambassador for Beats.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.