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Marketing and Sponsorship

JBL Signs Trail Blazers' Damian Lillard In First Player Deal Since Pact With NBA

Trail Blazers G Damian Lillard "will become a 'brand ambassador'" for Harman Int'l-owned audio brand JBL, according to E.J. Schultz of AD AGE. 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." The Lillard deal "was negotiated separately from the NBA sponsorship" and will likely "be followed by more player deals." Harman CMO Ralph Santana said that JBL will consider using Lillard "in TV ads and for marketing events, including in-store appearances and business-to-business gatherings." Schultz reported Lillard "might also assist with product development." Lillard on Friday "touted his new JBL deal to his more than 1 million Instagram followers" by posting a photo that "showed him giving away free JBL headphones to his teammates as they get ready for the NBA Playoffs." Apple-owned Beats "dominates the U.S. headphone market with 33% dollar share." NPD Exec Dir Ben Arnold said that JBL "has only has about 1% share." Schultz noted Beats "also has the backing of the NBA's biggest star" in Cavaliers F LeBron James, "who has appeared in Beats TV ads." But with its NBA deal, JBL "gains certain marketing advantages over Beats." For instance, because of the NBA sponsorship, Lillard "could theoretically wear his Trail Blazers jersey in ads" (ADAGE.com, 4/17).

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