Beats by Dr Dre (Beats) has signed a comprehensive marketing and merchandising partnership that with the National Basketball Association (NBA).
The deal sees the company become the official headphone, wireless speaker and audio partner of the NBA, Women’s National Basketball Association (WNBA), NBA G League and USA Basketball beginning in October this year.
The multi-year deal will build on the music and tech brand’s global recognition by leveraging its extensive roster of NBA stars including LeBron James, Draymond Green, James Harden, Ben Simmons, Jayson Tatum and Karl-Anthony Towns.
NBA commissioner Adam Silver said: “Through our partnership, we have an exciting opportunity to merge sports, pop culture and technology to deliver unparalleled experiences and premium products to our fans.”
“The NBA and its players have long been significant drivers of global culture. Basketball, music, and style speak as one voice,” added Luke Wood, president of Beats. “Julius Erving became a style icon, Allen Iverson cemented hip hop’s place on and off the court and LeBron James is breaking new music every day... the list goes on and on.”
As part of the expansive partnership with the NBA, Beats will provide products to players and activate during marquee events including NBA All-Star, NBA Draft presented by State Farm, international NBA games in China and Europe, WNBA All-Star, WNBA Draft and USA Basketball men’s and women’s national team exhibition tours.
Beats will also collaborate with and establish separate deals with NBA teams and launch a line of its audio products for fans around the world, including NBA team-branded headphones.