ByteDance, a Chinese Internet company operating a range of content platforms, and The National Basketball Association (NBA) announced a multi-year global partnership on social sharing.
Customized short-form videos such as game highlights, behind-the-scenes clips, and news will be delivered to NBA fans in China on ByteDance’s core social media platforms including Douyin, Toutiao, and Xigua Video.
“This new partnership will help meet the demands that ByteDance’s hundreds of millions of users have for the NBA by intelligently integrating league content across ByteDance’s many platforms,” said Bill Koenig, NBA President, Global Content and Media Distribution.
NBA content will also be available globally through TikTok, a leading short-video social platform that covers the U.S., Brazil, India, Indonesia, Japan, and Korea. Users will have access to select NBA game content, as well as locally relevant and localized in-language content.
“NBA is very popular and high in demand in China. ByteDance has a strong international foothold in global platforms that empower creation and interaction,” said Liu Zhen, Senior Vice President of Corp Development at ByteDance. “Powered by artificial intelligence that enables smart discovery, our platforms TikTok, Douyin, Toutiao, and Xigua Video are extremely well-positioned to meet the demands of users seeking to consume and interact with sports content on mobile platforms in a smart and efficient way.”
In addition, the NBA will collaborate with ByteDance’s AI Lab on “Tech Features” to explore the latest technology and innovation in artificial intelligence to further enhance the game for fans. The NBA will also work with ByteDance to create NBA-themed online campaigns to encourage fan participation and interaction such as challenges and customized stickers.