19 Oct 2023 02:00pm
US-based JBL has become a basketball sponsor in Australia by aligning with the National Basketball League and its NBL1 feeder series.
The technology provider becomes the audio partner for both leagues and plans to bring an immersive audio experience to the basketball community.
JBL will engage with NBL and NBL1 players to create content through basketball challenges. NBL1 clubs will also get the chance to win JBL merchandise.
With an eye to fan engagement, a weekly NBL1 Players Playlist will be introduced via the league's social media channels. This will allow fans on the one hand to get to know the players, but also the sponsor to gain insights into supporters’ listening habits.
NBL chief partnerships officer, Lauren Hansen said that the JBL deal demonstrates the strength and growth in both the NBL and NBL1 leagues.
She hoped that it would be the beginning of a long and successful relationship.
As a result of the partnership, JBL promotions will be available for fans throughout the season, including some exclusive offers. NBL and NBL1 fans will enjoy a 25% discount on the full range of the sponsor’s products by visiting the league's social media channels.
JBL became committed to supporting the inclusiveness and community nature of both leagues and would further assist hosting an event dubbed the All-Star Kids during the NBL1 Finals.
JBL senior marketing manager for Australian and New Zealand, Noeleen Lechner said the brand sponsors the NBA in the US and that the local subsidiary was eager to support the NBL and NBL1, focusing on music and having fun during training.
JBL's ongoing commitment to supporting grassroots basketball was also an important consideration for the company, she added.