JBL becomes the official sound of NBA in India

The National Basketball Association (NBA), the American professional basketball league, has entered into a multi-year marketing partnership with HARMAN. With this agreement, JBL has been on-boarded as the official headphone, speaker, and audio partner of the NBA in India.

Under this deal, JBL will bring a number of NBA elements into its retail destinations and activations in India.

Siddharth Chury, AVP, Global Partnerships at NBA India, said, “We are excited to once again collaborate with HARMAN in India following our partnership during the first-ever NBA India Games last year. 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.”

JBL will also be offering fans in the country the opportunity to interact with its roster of NBA brand ambassadors, including Giannis Antetokounmpo (Milwaukee Bucks), two-time NBA Most Valuable Player, and Kemba Walker (Boston Celtics), four-time NBA All-Star.

Ralph Santana, EVP and CMO, HARMAN, stated, “It’s our pleasure to extend this long-standing 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.”

In 2019, the two companies had tied up during the first-ever NBA India Games, conducting multiple promotional events around the games to engage consumers and fans.