The professional basketball tournament, National Basketball Association (NBA) has expanded its existing content partnership with YouTube.
The agreement promises to have NBA games and notable events live-streamed to fans in India via the NBA’s global YouTube channel for the remainder of the 2024-25 season. Live coverage will encompass weekly regular-season games, NBA All-Star 2025, a selection of NBA Playoff games, and the 2025 NBA Finals, provided by YouTube TV.
To improve the viewing experience for fans in India, the NBA intends to collaborate with leading YouTube creators to livestream certain games and events on their channels as well.
NBA India Business Head of Global Partnerships and Media, Sunny Malik, said, “Expanding our collaboration with YouTube to livestream NBA games and events in India reflects our commitment to making the excitement of NBA basketball more accessible to the millions of fans across the country. YouTube’s significant reach and innovative, localized offerings will help us better engage fans nationwide and deepen their connection with their favorite NBA teams and players.”
YouTube, with its immense reach and engagement capabilities, has emerged as a crucial participant in the sports ecosystem. It offers fans a handy, on-demand way to catch up on their favourite sports, whether through live broadcasts or highlights from crucial events.
Furthermore, YouTube’s powerful technology and data-driven insights enable the NBA to adapt content to specific fan preferences, resulting in a more personalised and engaging experience. This agreement highlights the growing relevance of digital platforms in the sports business.
The arrangement enables the NBA to reach a larger, more diversified audience, particularly in countries such as India, where the league’s popularity is growing. The NBA’s 2024-25 season will be shown live in India on the NBA YouTube channel and NBA League Pass, the league’s premium live game subscription service accessible through the NBA App.