Basketball aficionados across the country gathered once again this past weekend in Los Angeles to celebrate the National Basketball Association’s (NBA) annual All-Star Weekend.

For another consecutive year, HARMAN and JBL entertained fans through several product and marketing activations during the four day weekend. As title sponsor of the marquee Saturday night event, HARMAN captivated fans through the 32nd JBL 3-Point Contest featuring the best 3 Point shooters in the game. The competition was aired on TNT and ESPN Radio starting at 8 p.m. EST and culminated with HARMAN President and Chief Executive Officer, Dinesh Paliwal, awarding Devin Booker with a custom pair of JBL headphones and the event trophy.

NBA Replacement

Curacao collaborated with JBL as well and launched a consumer event that took place at the retail chain’s LA location on Friday to get the hype started. The event engaged fans with the Dare to Listen Crate, JBL product giveaways, and a three point interactive game featuring rookie sensation Jayson Tatum. NBA legend Paul Pierce was also onsite signing autographs for fans.

JBL also sponsored the TNT Roadshow with a custom branded JBL basketball court and interactive games for fan engagement, such as the three-point contest and J-B-L knockout, where fans could participate to win JBL swag. During the TNT Roadshow activations, JBL Brand Ambassadors and NBA All-Stars Damian Lillard and Kemba Walker also spent some time with their fans. Friday night, JBL got the party started by presenting the Kenny Smith All-Star Weekend Celebrity bash hosted by the NBA Players Association, which gathered top-notch players and celebrities and lots of JBL Pulse 3s and pro speakers.

At NBA All-Star, each year the NBA also convenes prominent business leaders at the annual Tech Summit which delivers meaningful dialogue about the intersection of business, culture and innovation. Dinesh participated in a panel discussion alongside other powerful leaders to share HARMAN’s perspectives on managing for disruption in a transformative digital age as 73% of Fortune 500 CEOs see rapid pace of technology change as their top challenge. At HARMAN, we believe in tackling this challenge head-on by living and promoting core values and a code of conduct that transcends industry and geography – such as integrity, honesty, respect, inclusiveness and excellence to stay innovative.

NBA_Dinesh Ralph

Coming back to all the excitement around the NBA All Star Weekend, JBL teamed up with Bleacher Report, a global digital destination for sports fans collaborating on content at the intersection of sports and culture for the Bleacher Report x JBL Event on Sunday. The event at the Santa Monica Pier featured A-list DJs, basketball stars, and JBL Brand Ambassadors that engaged in the “Battle of the DJs” event.

HARMAN is proud to partner with world-renowned establishments like the NBA that recognize the convergence of music, sports, technology and entertainment. With HARMAN serving as the Official Sound of the NBA, JBL engaged retailers and wowed fans throughout the 2018 NBA All-Star Weekend.

Learn more about the activations that took place on the NBA’s official website: