As it Battles Beats, JBL Inks First NBA Player Endorsement
Posted in: UncategorizedJBL has found its point guard as it takes on Beats in the sports-endorsement game. Portland Trail Blazers star Damian Lillard will become a “brand ambassador” for the Harman International-owned audio brand as part of a new deal.
Mr. Lillard is the first player signed by Harman since the company inked a multiyear sponsorship with the NBA last year that made it the league’s official headphone, speaker and audio partner. The first-of-its-kind pact marked a significant move by the company to gain some sports credibility in a category dominated by Beats by Dre.
Harman did not disclose the terms of its deal with Mr. Lillard, other than to say it was a multi-year agreement. The pact was negotiated separately from the NBA sponsorship and will likely to be followed by more player deals. Harman wants a “portfolio of players” so “we can really be integrated and authentic to the sport,” said Harman Chief Marketing Officer Ralph Santana.
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