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NBA courts Vice for original digital shows in continued video drive

A still from The Way We Ball

The NBA has sealed a partnership with Vice that will see the brands work together to create original shows telling stories from the world of basketball.

First up is The Way We Ball which will explore the lives of stars like Joel Embiid, Emmanuel Mudiay, and Jamal Murray, telling the stories of their local area and how they train to reach the top level.

The show will feature on Vice Sports on Vice digital channels and on NBA platforms.

Vice Sports publisher Will Kiersky, said: “The NBA has done a great job of positioning itself at the forefront of global sports, both on and off the court, and as we continue to expand our content offering in the sports space, it’s an incredibly exciting league to partner and grow with.

“Exploring global youth culture and sports through the lens of NBA players will make an amazing series.”

Likewise, Jeff Marsilio, NBA vice president, global media distribution, hailed the audience-drawing power of Vice.

“Vice has a unique voice and a global reach. We’ve already begun shooting and feel that this is exactly the type of content that will engage existing fans while attracting a new wave of basketball lovers," he said.

It’s the latest of Vice’s content partnerships following tie ups with the International Olympic Committee and Major League Baseball.

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