Apple owned headphone Beats, co-founded by Dr. Dre and Jimmy Iovine, has announced a global marketing partnership that makes it the official headphone, wireless speaker and audio partner of the NBA, WNBA, NBA G League and USA Basketball.
For Beats’ 10th anniversary, the multi-year deal will leverage an extensive roster of NBA stars including LeBron James, Draymond Green, James Harden, Ben Simmons, Jayson Tatum and Karl-Anthony Towns.
“Beats revolutionized the music industry and has become one of the most innovative and culturally influential brands in the world,” said NBA Commissioner Adam Silver. “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: 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,” said Luke Wood, President of Beats by Dr. Dre. "This partnership with the NBA is the perfect alignment for Beats. It feels like coming home.”
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 with NBA teams and launch a line of its audio products, including NBA team-branded headphones.