NBA Extends Five Year Partnership with Tencent for Expanded Basketball Content in China

July 28, 2019

BEIJING AND NEW YORK – In a significant partnership extension that will span through the 2024-25 season, the National Basketball Association NBA and Tencent Holdings Limited, with its status as the NBA’s exclusive digital partner in China since 2009, have announced an expanded five-year agreement. This collaboration enhances the dissemination of NBA content across Chinese platforms, including live NBA games, programming, and interactive fan experiences.

Tencent's comprehensive streaming platform has been instrumental in the growth of basketball engagement among its hundreds of millions of dly users. Under this current partnership that began in 2015, Tencent has facilitated access to full seasons' worth of live NBA games and content. Collaboratively managing various NBA services and activities in China - including mobile game launches, social media campgns, and fan events - Tencent and the NBA have further solidified their position as pivotal forces in Chinese basketball culture.

Last season saw a staggering 490 million fans tune into NBA programming on Tencent's platformsan almost threefold increase from the viewership numbers during the 2014-15 season. Notably, an impressive 21 million fans watched Game 6 of the 2019 NBA Finals, marking the most-watched NBA game ever on digital media in China.

Under this expanded partnership framework, Tencent will continue to provide a plethora of content through its digital and social platforms such as QQ.com, Tencent Sports, Tencent News, Tencent Video, QQ, Weixin, and Weishi. The platform will also facilitate collaborative efforts with the NBA for innovative advertising solutions and launch mini programs on mobile devices that encompass the NBA's fan loyalty program in China: NBA Qiu Mi Quan QMQ.

Tencent’s capabilities in technology, interactive platforms, and content expertise are expected to significantly contribute to enhancing fan engagement across China. Leveraging these assets alongside its consumer insights, Tencent expand the NBA's fanbase and deliver customized interactive services for global fans alike.

We're thrilled to deepen our commitment to basketball in China through this expanded partnership with the NBA, sd Tencent President Martin Lau. Our collaboration will allow us to achieve even greater heights of success together.

NBA Commissioner Adam Silver echoed these sentiments, stating: Tencent's dedication and reach across its platforms have been instrumental in propelling the growth of basketball in China. We're looking forward to further strengthening our connection with NBA fans nationwide through this exted partnership.

This partnership reflects a shared vision for advancing basketball culture and fostering engagement among fans in China by leveraging technology, innovative content delivery methods, and strategic fan interaction.

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Through its four professional sports leagues - the National Basketball Association NBA, Women's National Basketball Association WNBA, NBA G League, and NBA 2K League - the NBA continues to expand its global presence. This is achieved through broadcasts in 215 countries and territories across 50 languages, with merchandise avlable in over 100,000 stores worldwide.

With a roster of players at the start of the 2018-19 season featuring 108 international players from 42 countries and territories, NBA teams are increasingly composed of global talent. The league's media platforms - NBA TV, NBA.com, NBA App, and NBA League Pass - serve as hubs for basketball content and connect fans around the world.

In tandem with its commitment to innovation, Tencent is recognized for its significant role in developing technologies that enhance online experiences for users across China and beyond. These contributions have played a pivotal part in cultivating an active community of over 1.6 billion likes and followers on social media platforms globally, encompassing league, team, and player channels.

To promote social development initiatives through basketball, the NBA collaborates with Tencent to offer educational resources and inspire youth around the world, further enriching its commitment to fostering global engagement in the sport.

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For more information about NBA partnerships and initiatives, please visit: www.nba.compartnershttp:www.nba.compartners
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