The National Basketball Association and Harman International have announced a multi-year marketing and merchandising partnership for a number of the NBA's leagues.

The deal will make the company the official headphone, speaker and audio partner of the NBA, the Women’s National Basketball Association, the NBA Development League and USA Basketball.

“Harman is extremely proud to become the first official audio partner of the NBA and excited to elevate the NBA basketball experience for fans around the world wherever they enjoy the sounds of the game–at the arena, in their homes, in their cars or on the go,” says Dinesh Paliwal, chairman, president and chief executive officer, Harman. “Recognizing the convergence of music, sports, technology and entertainment, the NBA and Harman are ideal partners to develop powerful marketing programs and exciting co-branded audio products that will engage and inspire a new generation of fans.”

The partnership will focus on Harman’s JBL brand, providing fans with enhanced audio experiences both in the arena and at home. Harman’s products be featured at NBA events worldwide and integrated into league operations, and the company will also produce a range of NBA-branded audio products for fans around the world.  The line will include team- and player-branded headphones and portable speakers.

“This groundbreaking partnership showcases the intersection of technology and entertainment, and provides our tech-savvy fans with another way to further connect with their favorite team and players,” says Adam Silver, NBA commissioner.