Klipsch Group, Inc. is turning up the sponsorship volume to promote its rock and roll authenticity on the global stage.

The 69-year-old audio products company has signed a three-year partnership with the Rock and Roll Hall of Fame and Museum. The tie includes three primary components: title of a performance stage, presenting status of the Rock And Roll Hall of Fame Induction Ceremony and product integration in the rock museum.

Klipsch will use the partnership to support its “Keepers of the Sound” brand positioning. The company traces its roots to a tin shed in Hope, Arkansas where audio pioneer Paul Klipsch designed and built the Klipschorn speaker in 1946.

“We’re a classic American speaker company, and the one company since the dawn of audio that is still standing,” said Matt Sommers, Klipsch vice president of marketing and creative strategies, who spearheaded the sponsorship. 

The Rock Hall signifies Klipsch’s growing focus on global ties. Klipsch over the past two years has expanded its portfolio beyond regional deals in its Indianapolis hometown (Klipsch Music Center, NBA Indiana Pacers, NFL Indianapolis Colts, etc.) in favor of national and global ties, including title of the 2014 Kings of Leon tour.

The Rock Hall takes it one step further.

“Kings of Leon was a national play with a little exposure in the United Kingdom. The Rock and Roll Hall of Fame provides global exposure 24 hours a day through online content and museum visitors.”

Klipsch joins other audio companies using sponsorship as a go-to marketing platform. Harman International Industries, Inc. partnered with the NBA in 2014, while Bose Corp. sponsors the NFL, PGA Tour and the U.S. Ski & Snowboard Assn. to engage a new generation of customers.

Brand integration in the Rock Hall of Fame
Klipsch will use the cash and in-kind tie to install soundbars, headphones, directional speakers and other products in the Rock Hall, including the venue’s listening stations and five theaters.

“We’re in the process of replacing every speaker, headphone and theater system. The Rock Hall will inherently sound better in time for the induction ceremony in April,” said Sommers. The ceremony, which rotates between Los Angeles, New York City and Cleveland, returns to Cleveland this year.

Klipsch also will sell headphones, earbuds and potentially other products in the Rock and Roll Hall of Fame and Museum gift shop.  

The tie also includes rights to performances on the Klipsch stage.

“All performances will be repurposed for digital content,’ said Steve Dobo, the Rock and Roll Hall of Fame’s director of sponsorship.

The Rock Hall courted Klipsch at the 2014 Rock and Roll Hall of Fame Induction Ceremony at the Barclays Center in Brooklyn, N.Y., said Dobo.

“We conversed in Brooklyn to give them a taste of the big event. They were impressed and wanted to take the discussion further.”  

The partnership represents the Rock Hall’s first integrated partnership in the audio products category, said Dobo, noting the venue previously worked with companies on an event-by-event or exhibit-by-exhibit basis.

“We have worked with companies in several different capacities, but nothing of this magnitude.”

Klipsch last month kicked off the partnership at the CES show in Las Vegas by showcasing 50 rock posters on loan from the Rock and Roll Hall of Fame. The posters ranged from Elvis Presley to current artists.

Klipsch used the posters to highlight product launches, audio innovations and other corporate milestones.

“We showed where Klipsch was when James Brown played the Apollo, when Elvis debuted in Tupelo up to the Kings of Leon in 2014. We have been right there every step of the way.”

The Rock and Roll Hall of Fame will celebrate its 30th anniversary this year.

Inside Klipsch’s Regional Sponsorships
Klipsch sponsors the Klipsch Music Center and other local properties to demonstrate its community involvement and engage local retailers.

For example, Klipsch activates the Indianapolis Colts and Indiana Pacers with contests and sweeps designed to drive consumers to retail.

The company supplements the ties with endorsement deals with Roy Hibbert (Indiana Pacers) and Andrew Luck and Robert Mathis (Indianapolis Colts).

To help give Luck an edge on the field of play, Klipsch in 2013 created a speaker environment that replicated the noise on an opponent’s home field. Klipsch reworked the Colt’s practice facility to deliver a sound experience that replicated crowd noise.

Klipsch is a subsidiary of VOXX International Corp.