NBA signs HARMAN as audio partner in a multi-year deal
As part of the deal, JBL will introduce a number of NBA elements into its retail destinations and activations in the country. JBL will also offer fans in India the opportunity to interact with its roster of NBA brand ambassadors, including two-time NBA Most Valuable Player Giannis Antetokounmpo (Milwaukee Bucks) and four-time NBA All-Star Kemba Walker (Boston Celtics).
“We are excited to once again collaborate with HARMAN in India following our partnership during the first-ever NBA India Games last year,” said Siddharth Chury, AVP, Global Partnerships at NBA India. “Beyond the hardwood, the NBA continues to influence popular culture at large, including music, style and entertainment. Through this partnership, we will build on the synergies of our two brands and create new and innovative ways for fans in India to experience the excitement of the NBA.”
NBA already has an existing partnership with HARMAN in the US and some of the top NBA stars are the company’s ambassadors.
“It’s our pleasure to extend this longstanding relationship with the NBA to India. The youth of the country are passionate about music and sports, and with the NBA’s efforts in the market, fans will get to enjoy this electric combination during and after the games,” said Ralph Santana, EVP and CMO, HARMAN.
The two companies had collaborated during the first ever NBA India Games last year, conducting multiple promotional events around the games to engage consumers and fans. Harman was also part of the first-ever NBA India Innovation Summit prior to the games.
Since the start of HARMAN’s relationship with the NBA in 2014, the company, through its JBL brand, has powered the sound of the league’s games.
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