NBA China announced Monday a long-term partnership that makes Sina Weibo its official social media platform, as they will collaborate on broadcasts of NBA China events, behind-the-scenes content from the NBA season, real-time short videos, highlights, photos, player interviews and original programming.
Weibo already has more than 300 million monthly active users including many NBA teams and numerous players.
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Asked if had a Weibo ID at the press conference in Shanghai, NBA champion Ron Harper laughed and said, “I’m going to get one soon.”
“I should,” another NBA champion, Robert Horry, said at the press conference. “I don’t, but I will. But if you think about that, it’s like the NBA is such a global brand. China is such a big part of it.
“I just wish that the social media would have been around when I played so maybe I could have maybe benefitted a little bit more from that.”
Sina Weibo has only grown since the NFL announced in December that it had entered into a partnership with the microblogging service to live stream games in China. At that time, Weibo had 297 million monthly active users.