NBA content will be available on Alibaba platforms for the first time under terms of an expanded partnership announced on Thursday in Beijing.
Alibaba is creating an NBA Section on its commerce platforms to deliver customized merchandise and content. Tencent has exclusive rights to stream live NBA games, including League Pass, but Alibaba will show highlights, classic games, and original programming. The new content will include NBA analysis, fashion, memorabilia, and influencer-driven videos.
“The NBA is always looking to innovate, and we are absolutely thrilled to expand our partnership with Alibaba,” said NBA China CEO Derek Chang in a statement. “We share the same goal, which is to provide fans with one-of-a-kind online content consumption and shopping that leverages the latest technology. We look forward to working with Alibaba to continue to grow the game of basketball in China.”
Alibaba has nearly 700 million customers across all its platforms, including B2C marketplace Tmall, social commerce destination Taobao, video-streaming platform Youku, and the browser and content platform UC. The NBA and Alibaba first teamed up in 2012 to create a Tmall store.
“The NBA is one of the most popular sports leagues in the world, with a sizable and passionate fan base in China,” Alibaba Group VP Toby Xu said in a statement. “With this expanded partnership, we will fully leverage Alibaba’s ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China.”
Among Alibaba’s other sporting partnerships are a similar content deal with the NFL as well as streaming rights to the World Cup and digital initiatives with the Olympics. Last year, Alibaba cofounder Joseph Tsai purchased a 49 percent stake in the Brooklyn Nets with provisions to become the majority owner in 2021.
SportTechie Takeaway
The NBA is the most popular sports league in China, as CNBC noted in November, so the demand for content is high. The league first made inroads in the world’s most populous country back in the 1980s. Alibaba and Tencent are two of China’s biggest companies, and their involvement may help NBA content be more accessible than ever in the country.