The National Basketball Association and Tencent Holdings have extended by five years their exclusive partnership that will see Tencent — NBA’s largest partner outside the United States — provide extensive NBA coverage on its platforms through the 2024-25 NBA season.
Tencent, has streamed full seasons of live NBA games and content to its hundreds of millions of daily users under the current partnership that began in 2015.
Also, Tencent and the NBA jointly manage and operate several other NBA services and activities in China, including NBA-themed mobile games, NBA social media accounts, and interactive fan events.
Under the expanded partnership, live NBA games, video on-demand and short video content will be available for fans through Tencent’s digital and social media platforms including QQ.com, Tencent Sports, Tencent News, Tencent Video, QQ, Weixin and Weishi.
Tencent will also collaborate with the NBA to develop innovative advertising products, and launch and operate “mini programs” for mobile devices, including the NBA’s fan loyalty program in China — NBA Qiu Mi Quan (QMQ).
Further, Tencent will leverage its consumer insights to help the NBA expand its fanbase in China and provide the league’s global fanbase with new, customised interactive services.
NBA Commissioner Adam Silver said“the enormous reach and popularity of Tencent’s platforms” have been a driving force behind the growth of basketball in China.
“Empowered by our technology capabilities, interactive platforms and content expertise, we will work closely with the NBA to further engage fans in China with sports excitement and technology innovations to elevate the passion for basketball, and to promote a healthy and active lifestyle,” Tencent president Martin Lau said.
