UK watch and jewellery distributor DMJ has announced its sponsorship of top UK basketball team the Newcastle Eagles, in a partnership with its Holler watch brand.
The lifestyle-inspired fashion watch brand, which references old soul and R&B album covers on its dials and collection names, will sponsor the Eagles – a team local to its headquarters in County Durham.
The Eagles are the most successful team in the British Basketball league, and winning the BBL championship for nearly five years consecutively.
The Eagles team is made up of a British and American players, reflecting the mix of inspirations in Holler’s design, of British and American soul and R&B legends.
Another key link between the brand and club is the eagle’s wings on the clubs crest and the Holler wings from the Holler motif.
The brand has already put up a sign at the Eagles home court, and says that visitors can "expect to see much more of Holler" in the future.