NFL Inks Sponsorship Agreement With Bose, Bans 'Beats' Headphones from Appearing on Camera

In a cutthroat move in the headphones market, Bose has reached a sponsorship deal with the NFL that prohibits players from wearing Beats By Dre — or any other — headphones on-camera. Recode reports that the ban will be in place even at preseason training camps and practices, and will be enforced through 90 minutes after games; a Beats spokesman issued a very PR-ish statement in response:

"“Over the last few years athletes have written Beats into their DNA as part of the pre-game ritual,” a Beats spokesperson said. “Music can have a significant positive effect on an athlete’s focus and mental preparedness and has become as important to performance as any other piece of equipment.”"

How ever will their genes endure?

The NFL has similar agreements with dozens of brands, and Sony made similar moves this past June to block Beats exposure in World Cup matches.