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Volume 25 No. 237
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NBA Deal With Headspace Gives Players Access To Meditation App

Guided meditation app Headspace has "forged a partnership deal with the NBA that gives the league, its players and its employees subscriptions to Headspace," according to Benjamin Mullin of the WALL STREET JOURNAL. In return, the NBA has "agreed to produce guided training content with Headspace and feature the content on its app and platforms." Employees and players at the WNBA and the G League "will also get access." A source said that "no money changed hands as a result of the partnership." Headspace Chief Business Officer Ross Hoffman said that the company is "banking on the fact that the endorsement of the NBA and distribution on its platforms will prove to be a low-cost alternative to expensive TV spots and other pricey brand advertisements." As part of the multiyear deal, Headspace is "giving away about 7,000 annual subscriptions to its app, which normally cost $96 per year." Headspace VP/Corporate Communications Steven Clark said that the decision to partner with the NBA is "primarily a marketing play for Headspace, which gets between 75% and 80% of its users through word-of-mouth referrals." This deal is an "attempt to take meditation out of the realm of chanting and incense and into the familiar, everyday territory of the basketball court." The NBA said that the league's official app has been "downloaded 42 million times." Content produced by the NBA and Headspace will also be "shared across the NBA’s social media platforms, which the league says have more than 1.4 billion likes and followers globally" (WSJ.com, 3/20).