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Harman strikes broad partnership with NBA

Audio equipment provider Harman International has signed a marketing and merchandising partnership with the NBA North American basketball league.

The length of the multi-year deal was not disclosed.

Harman will provide the official headphone, speaker, and audio equipment for the NBA as well as the Women’s NBA, the NBA Development League and USA Basketball, which operates the national team. The deal represents the first time the NBA has awarded rights in these particular marketing categories.

Harman will push its JBL brand through the partnership, with the products being provided to players and coaches. Harman will also produce NBA-branded audio products such as headphones and portable speakers for fans around the world.

“As a global leader known for creating and developing the best audio products on the market, we are honoured to welcome Harman to the NBA family,” NBA commissioner Adam Silver said. “This groundbreaking partnership showcases the intersection of technology and entertainment, and provides our tech-savvy fans with another way to further connect with their favourite team and players.”

Harman chairman, president and chief executive Dinesh Paliwal added: “Harman is extremely proud to become the first official audio partner of the NBA and is 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. Recognising 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.”