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Harman Sponsors NBA In Headphone, Speaker, Audio Categories

Audio conglomerate Harman this afternoon will announce a sponsorship deal with the NBA for its JBL brand at the Harman flagship store in midtown Manhattan. Under the deal, Harman becomes the official headphone, speaker, and audio partner of the NBA. Marketing wars in the $2.3B personal headphone category have been heating up with price points escalating well into the hundreds of dollars, with margins and marketing support rising in accordance. Bose headphones are now on NFL sidelines via a recent league sponsorship deal, while Beats’ portfolio of celebrity endorsers includes Cavaliers F LeBron James and Nets F Kevin Garnett.

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