The National Basketball Association (NBA) has joined forces with the Chinese fintech brand, Ant Group to launch a strategic partnership in China.
The main purpose of the partnership is to connect the Chinese audience to the premier US basketball league. This strategic partnership will focus on developing video content, program broadcasting, and membership. NBA Fans in China can access the NBA video content on Alipay, the popular payment app by Ant group.
The deal will also help the Chinese firm to explore the areas such as joint marketing, campaigns, and digital collectibles.
Ant Group, previously known as Ant Financial, is helmed by the Chinese conglomerate company, Alibaba Group, which also owns Alipay, the world’s largest mobile payment platform.
The NBA is currently running successfully, all courtesy of the scintillating performances of the teams in the tournament. The Celtics are at the numero uno spot in the Eastern Conference pool’s points table, and the Nuggets hold up the top spot in the Western Conference group.