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Volume 21 No. 31
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JLab music to the ears of MLS as league’s first audio partner

MLS has signed a multiyear partnership with headphone and speaker company JLab Audio, the league’s first audio partner.

MLS declined to comment on the financial details of the deal.

The partnership will emphasize outreach to both fans and players. The company will launch a sweepstakes called #FINDYOURGOAL in which it will offer fans a trip to next year’s MLS All-Star Game in Atlanta.

JLab will work with players to use its wireless products during pregame warmups, as well as curate custom athlete playlists that will be hosted on MLS digital channels. The company will receive field-level signage during nationally televised matches.

At the MLS Cup Final, set to be played Saturday in Toronto, JLab will award yet-to-be released wireless earbuds to the championship-winning team.

The company will highlight the partnership with a sweepstakes called #FINDYOURGOAL.
Photo by: JLAB AUDIO
“Music is a part of every culture across the world, and MLS is the most diverse league in America with players from more than 70 countries,” said Carter Ladd, vice president of business development for MLS and its commercial arm, Soccer United Marketing. “This partnership is an opportunity for us to bring those cultural passions together.”

JLab Audio CEO Win Cramer said the company sees a significant overlap between its brand and the league.

Ladd said the league has looked to grow its presence in retail channels through recent deals, pointing beyond JLab to recently signed partners Target, Kellogg’s and wine brand Trivento.

In addition to its national MLS partnership, Carlsbad, Calif.-based JLab has signed a partnership with the LA Galaxy. Brokered by AEG Global Partnerships, JLab will brand a DJ booth that will play music for fans during the pregame at Galaxy games and will get digital signage on the scoreboard and at field level at StubHub Center. It also will have player activation opportunities.

The NBA and the NFL have partnerships with companies in the audio product space in Harman and Bose, respectively.