NBA's Tencent Renewal: Expanding Basketball's Global Fanbase Through Personalized Digital Partnerships

NBA's Tencent Renewal: Envy of Global Sports Rights Holders?

1 August 2019

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cba, Chinese Basketball Association, Custom Interactive Services,

Companies:

National Basketball Association NBA, Tencent, QQ, Take Two Interactive,

United States Football League USFL,

Wall Street Journal,

WeChat,

Weibo.

The National Basketball Association NBA and Chinese tech giant Tencent have agreed on a five-year contract extension, making Tencent the NBA's official digital partner until the of the 2024-25 season. Under this partnership, Chinese fans will gn access to live NBA games, video-on-demand content, NBA programming, and short-form videos through various Tencent platforms including QQ, QQ.com, Tencent Sports, Tencent Video, Tencent News, Weshi, and especially WeixinWeChat, which boasts an impressive monthly active user base of 1.1 billion as of March 2019.

The partnership harness the consumer insights data at Tencent's disposal for creating new personalized interactive services to grow the NBA's already-established fanbase in China. The NBA ints to collaborate with Tencent on developing marketing strategies that enhance viewer engagement and expand their audience reach within China.

Notably, this agreement has seen revenue from previous partnerships with Tencent increase approximately by 114, highlighting the NBA’s strategic decision to invest significantly in international markets beyond its domestic roots.

As for Tencent, they are currently navigating a complex landscape; while benefiting greatly from the increased revenues and audience expansion resulting from their partnership with the NBA, there's potential for an inflection point where the NBA might become overly depent on Tencent’s platforms for reaching millions of addressable fans. This could potentially shift the power dynamic in negotiations.

International sports often come with unique challenges that rights holders must navigate.

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