Beats Signs Landmark NBA Deal
Beats by Dr. Dre (Beats) has signed a major new, multi-year partnership with the National Basketball Association (NBA), which will make the company the official headphone, wireless speaker and audio partner of the NBA, Women’s National Basketball Association (WNBA), NBA G League and USA Basketball from October 2018.
The new, comprehensive marketing and merchandising partnership will allow the music and tech brand to further leverage its extensive roster of NBA stars, which includes LeBron James, Draymond Green, James Harden, Ben Simmons, Jayson Tatum and Karl-Anthony Towns.
The Beats brand, co-founded by Dr. Dre and music producer Jimmy Iovine, plans to place the partnership at the heart of its 10-year anniversary celebrations.
Commenting on the deal, Luke Wood, President of Beats by Dr. Dre said: “The NBA and its players have long been significant drivers of global culture. Basketball, music, and style speak as one voice: 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.
“This partnership with the NBA is the perfect alignment for Beats. It feels like coming home.”
NBA Commissioner Adam Silver said: “Beats revolutionised the music industry and has become one of the most innovative and culturally influential brands in the world.
“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.”
Beats ambasssador and six-time NBA All-Star James Harden also commented, sayng: “I always want to be the best and work with the best. That’s why I joined the Beats fam – they have the best headphones and they made them a style icon when no one else thought of electronics that way.
“Whether I’m traveling, working out or decompressing after a game, I can’t imagine listening to anything without them. Beats loves basketball and always works to tell the stories of their favorite players. I’m excited to see what they do with the NBA.”
As part of the deal, Beats will provide product 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 presented by State Farm, 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.
News of the NBA partnership coincided with Beats extending its relationship with Premier League football club Chelsea FC until 2021.
The club first joined forces with Beats in 2016 and has collaborated with the brand on a series of campaigns and activations.
As part of the agreement, Beats provides Chelsea and Chelsea Women players with headphones to help prepare for matches. It has produced a number of special edition pieces over the past two years, including a golden pair in recognition of Chelsea’s 2017 Premier League title win.
Chris Townsend OBE, Chelsea FC commercial director, commented: ‘”We are very pleased to announce our extended partnership with Beats. They are a fantastic brand who truly understand sport and the role music can play in preparing our players for the biggest matches throughout the season.
“We have collaborated on some exciting and unique campaigns with Beats to date and look forward to new and innovative ways to celebrate their products and our on-going relationship over the coming three years.”
