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NBA expands partnership with Alibaba as it continues to gain a foothold in China

An “NBA Section” will be launched across Alibaba’s platforms and will leverage Alibaba’s technology and consumer insights.

NBA has expanded its partnership with Alibaba in China which will see its content available to consumers on Alibaba’s platforms.

An “NBA Section” will be launched across Alibaba’s platforms and will leverage Alibaba’s technology and consumer insights, giving fans in China access to personalized content, in addition to shopping for NBA merchandise in one ecosystem.

NBA game highlights, original programming, and classic NBA games will also be offered to consumers, including on Tmall, Taobao, video-streaming platform Youku, and browser and content platform UC.

The original programming will cover a wide range of popular basketball and cultural topics, including game predictions, fashion, sneakers, and memorabilia. The content will be available throughout the regular season, NBA All-Star, the NBA Playoffs and The Finals, bringing the latest NBA trends and news through various interactive formats, such as short videos and livestreaming by celebrities and influencers.

The NBA and Alibaba will also provide business partners with marketing solutions to promote their products and brands across Alibaba’s platforms.

“The NBA is always looking to innovate, and we are absolutely thrilled to expand our partnership with Alibaba,” said Derek Chang, the chief executive officer of NBA China.

“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.”

The NBA, which is the most powerful sports organisation in China, and Alibaba first started collaborating in 2012 when the NBA Tmall flagship store was launched.

The Golden State Warriors is the most popular NBA team online in China, according to an annual report by Red Card on the online influence of the sport’s teams.

Jeremy Lin is the most popular current basketball player in China, beating out Stephen Curry, Dwyane Wade, Chris Paul and Carmelo Anthony. Basketball legend Kobe Bryant’s remains the most followed NBA star thanks to his ongoing work to engage with Chinese fans included visiting the country annually for 15 consecutive years.

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