BEIJING: NBA China and Jack Ma-owned Alibaba Group Wednesday announced an expansion of their partnership that will create a unique digital ecosystem for the first time in history through a special ‘NBA Section’ across the e-commerce giant’s platforms.
The section will feature the combination of content from one of the world’s richest sporting leagues to Alibaba’s platforms, along with an enhanced online shopping experience of NBA merchandise for fans in China. This will leverage the e-commerce giant’s technology and consumer insights, allowing nearly 700 million fans to enjoy personalised and engaging content such as NBA game highlights, original programming, and classic games including leading B2C marketplace TMall, social commerce destination 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 live streaming by celebrities and influencers.
The NBA and Alibaba will also provide business partners with robust marketing solutions to promote their products and brands across the latter’s platforms.
“The NBA is always looking to innovate, and we are absolutely thrilled to expand our partnership with Alibaba,” NBA China CEO Derek Chang stated. “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.”
Alibaba Group VP Toby Xu added: “The NBA is one of the most popular sports leagues in the world, with a sizable and passionate fan base in China. With this expanded partnership, we will fully leverage Alibaba’s ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China.”
The rich content offering is the latest collaboration between the NBA and Alibaba. The NBA Tmall flagship store was launched in 2012, offering a wide variety of licensed merchandise.
The expanded partnership with the NBA is also part of Alibaba’s ‘A100 Program’, which offers companies a holistic, one-stop solution to accelerate their digital transformation through the company’s cross-platform ecosystem.
It is believed that credit for this association is given to Joe Tsai, the Alibaba co-founder who is also in the board of directors of NBA China.
