By Barry Janoff
The All-Star guard for the Golden State Warriors has added to his growing endorsement list by signing a multi-year deal with Harman International Industries to be a spokesman for the company's JBL audio brand.
He also has signed on with General Mills to appear on a limited-edition box of Wheaties, which touts his being named the league's MVP.
Harman this season became the official headphone, speaker and audio partner of the NBA, WNBA, NBA Development League and USA Basketball.
Financial terms of the deals with Curry were not disclosed.
Harmon said that Curry would appear in multi-level activations including TV, Internet and social media.
“Stephen is a one-of-a-kind player who cannot be defined by any one specific skill-set and showcases tremendous talent in every aspect of the game. JBL brings the same spirit to audio, with innovation and leadership in user experience, design and technology,” Ralph Santana, CMO for Harman, said in a statement. “We have seen the marriage of music and sports through popular culture and its impact on individuals in every walk of life."
"It's an honor to add Stephen Curry to the Wheaties family, and we congratulate him on the tremendous achievement of league MVP," Jamie Lyon, Wheaties associate marketing manager., said of the alliance. "Through dedication and commitment to his sport, in addition to his service to the community, Stephen embodies the heart of a true champion."
Curry, who earns about $8 million in endorsements, has alliances that include State Farm (in several spots in a dual role with his faux "twin brother" Sebastian), Under Armour, Express (pictured below), Degree Antiperspirant, PlayStation, Muscle Milk, Foot Locker, Kaiser Permanente, Backyard Sports NBA 2015 video game, sports-equipment company Zamst and Fanatics Authentic memorabilia.
"Stephen Curry is a once-in-a-generation talent and a game-changer who is driving basketball into a new era."
Over the past year or so he has also appeared in marketing for EA Sports, East Bay, MoGo mouth guards, the NBA on ESPN, NBA on TNT, ESPN's "This is SportsCenter" and regionally for the Warriors.
This past season, Curry had the second-most popular-selling jersey in the NBA behind LeBron James, according to the NBA.
"Stephen Curry is a once-in-a-generation talent and a game-changer who is driving basketball into a new era," Kevin Plank, founder and CEO for Under Armour, said in a statement regarding Curry's MVP honor. "He is truly an innovator on the court, and his impact off the court reaches new heights every year. As Stephen continues to defy expectations, nothing is more exciting than knowing we'll be with him every step of the way as his performance partner."
Under Armour unveiled a spot, "Stonecutter," narrated by NBA legend Bill Russell, to congratulate Curry.
Harman also has an endorsement deal with Damien Lillard of the NBA's Portland Trail Blazers. Their global brand representatives also include Maroon 5, Linkin Park, Quincy Jones and world-renowned pianist and United Nations Messenger of Peace Lang Lang.
According to Curry, “Having a soundtrack is important in my game and my life – and uncompromised audio quality helps me take it to the next level when I think I’ve given my all. “I’m excited to be able to share that passion with my fans through JBL and influence fans everywhere to enjoy their music with the highest quality sound.”
Curry, who joined the Warriors out of Davidson (NC) College as the seventh overall pick in the 2009 NBA Draft, this year broke his own mark for most three-point field goals in a season with 286, topping the 272 he had in 2012-13. he also set pro-career nights with 1,900 points and an NBA-leading 163 steals in helping to lead the Warriors to a franchise-best 67-15 mark.
He won the 2014-15 Kia NBA MVP voting over James Harden (Houston Rockets) and James (Cleveland Cavaliers). He is a member of the USA Men's Basketball Team seeking a spot in the 2016 Summer Olympics in Rio.
Off the court, Curry, the son of former NBA veteran Del Curry, hosts a golf tournament in San Francisco in alliance with ThanksUSA's scholarship program. The Stephen Curry Foundation supports, among other endeavors, Nothing But Nets, which targets the elimination of malaria, with a focus on Africa. The annual Curry Celebrity Classic Golf Tournament in Charlotte sends proceeds to the Ada Jenkins Center in Davidson.
Said Harman's Santana, "We are eager to collaborate with Stephen to bolster our brand while evolving and upgrading the experience for fans of music and sports through the lens of JBL.”
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