By Claire Reilly

SYDNEY, NSW: Global headphone brand Audio-Technica has today announced a sponsorship deal with the Sydney Kings basketball team for the 2011-2012 season.

As a part of the deal, Kings players will act as ambassadors for the brand, while Audio-Technica will provide DJs for Kings games and events as well as offering product giveaways for fans throughout the season.

Speaking about the new partnership was Wesley von Grabill, national brand manager for Audio-Technica Australia.

“The Sydney Kings is a strong and easily recognisable brand in the Australian sporting landscape. Their players have shown us that they are positive role models through their active school and community involvement, and of course at the games, which will be a launchpad for us to showcase our latest products and visions for 2012.

“A Sydney Kings game night experience is as much about music and entertainment as it is about the game, so this is an ideal partnership for Audio-Technica and we are doing all we can to make each game night experience as memorable as possible.”

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Kings players will promote the Audio-Technica name, being able to “exclusively use their latest products to relax with music at home and while training at the gym, as well as throughout Australia and New Zealand as they travel to games”.

According to Sydney Kings general manager David Wolf, the partnership with the headphone brand was a good match for the team.

“Our agreement with Audio-Technica is a natural fit with the Sydney Kings and we welcome them as our latest corporate partner,” said Wolf.

“Through this relationship, our players will benefit from having access to the best headphones for travel, exercise and leisure, our fans will benefit from an enhanced game night experience and Audio-Technica will have ambassadors who will showcase their products in a meaningful way to a captive audience across Australia and New Zealand.

“Our goal is to make Audio-Technica as popular with basketball fans wanting headphones, as Spalding is to supplying basketballs,” he said.

Audio-Technica’s partnership with the Sydney Kings is part of a broader brand awareness strategy which demonstrates a “commitment to the Australian market”. The company launched its first “specialist headphone lounge” in the new $1.2 billion Westfield Sydney CBD development, which opened earlier this year.

Sydney Kings player Luke Martin models a pair of Audio-Technica headphones.