Bose intercepts a prime advertising spot from Beats By Dre.
Under terms of theÂ agreement, the NFL confirmed, Bose received a broad set of rights that allowÂ it to prevent players --Â and coaches -- from wearing any other manufacturerâs headphones during televised interviews conducted during pre-season training camps, practice sessions, and on game day â effectiveÂ from before the opening kickoff through theÂ post-game interviews conducted in the locker room or on the podium.
âThe NFL has longstanding policies that prohibit branded exposure on-field or during interviews unless authorized by the league. These policies date back to the early 1990s and continue today,â an NFL spokesperson said in a statement. âThey are the NFLâs policies â not one of the leagueâs sponsors, Bose in this case. Â Bose is not involved in the enforcement of our policies. This is true for others on-field.â
Beats issued a statement in response to the agreement, arguingÂ their headphones are established in the league and have become an important part of many athlete's rituals.
âOver the last few years athletes have written Beats into their DNA as part of the pre-game ritual,â a Beats spokesperson said. âMusic can have a significant positive effect on an athleteâs focus and mental preparedness and has become as important to performance as any other piece of equipment.
Beats by Dre, which Apple acquired for $3 billion earlier this year,Â makes upÂ 61 percent of the premium headphone market in the U.S. Bose, meanwhile, has a distantÂ 22 percent.