×
You will be redirected back to your article in seconds

NBA Renews China Digital Deal With Tencent

The National Basketball Association and China’s Tencent Holdings have announced a five-year extension of their existing partnership, which sees Tencent as the NBA’s official digital partner. The new deal runs to the end of the 2024-25 season and covers live NBA games, NBA programming and interactive fan experiences.

Under the new deal, live NBA games, video on demand and short-video content will be available for fans through Tencent’s digital and social media platforms including QQ.com, Tencent Sports, Tencent News, Tencent Video, QQ, Weixin/WeChat and Weshi. Tencent will develop innovative advertising products, and launch “mini programs” for mobile devices, including the NBA’s fan loyalty program in China, “NBA Qiu Mi Quan.”

The partnership will also be able to leverage the big data resources that come from operating China’s most popular social media, music and games platforms. This is intended to create customized interactive services.

“The enormous reach and popularity of Tencent’s platforms have been a driving force behind the growth of basketball in China, and we look forward to deepening our connection with NBA fans across the country through this expanded partnership,” said NBA commissioner Adam Silver.

Popular on Variety

Tencent has been the digital media partner of the NBA since 2009, and has streamed full seasons of live NBA games since the current deal began in 2015. Last season, 490 million fans in China watched NBA programming on Tencent’s platforms, a nearly three-fold increase from the 2014-15 season. An estimated 21 million fans in China watched Game 6 of the 2019 NBA Finals on Tencent platforms.

More Digital

  • Roku Channel to Stream Game of

    Roku to Stream First Season of 'Game of Thrones' for Free Later This Month

    Ready to start over on “Game of Thrones,” or finally give it a try if you never watched it in the first place? Streaming device maker Roku is giving its customers another chance to watch the first season of the hit show, as well as a number of other popular shows, for free through the [...]

  • Madhuri Dixit Nene

    Bollywood Icon Madhuri Dixit to Make Netflix Series Debut (EXCLUSIVE)

    Iconic Bollywood actress, Madhuri Dixit Nene is poised to make her Netflix acting debut with an as-yet-untitled series. Karan Johar is set as creative producer. The series will be a suspenseful family, written by New York-based writer-director Sri Rao, reflecting on the lives lead by people in the entertainment industry. Dixit featured in some of [...]

  • Richie Mehta in Macao

    Richie Mehta Advances Macao Project 'The Price of Tea'

    After winning six prizes on Friday with his “Delhi Crime” series, Canadian-Indian director Richie Mehta is again making film project “The Price of Tea,” which was previously pitched in Macau, as his top priority. Having attended the International Film Festival & Awards Macao’s project market with “Tea” in 2017, Mehta is back this year on [...]

  • Billy Magnussen Aladdin

    'Aladdin' Spinoff With Billy Magnussen's Character in the Works for Disney Plus

    Disney is developing a spinoff of its live-action “Aladdin” with Billy Magnussen reprising his Prince Anders character. The unnamed project is in early development for the studio’s recently launched Disney Plus streaming service. Disney has hired Jordan Dunn and Michael Kvamme to write a script centered on the haughty Prince Anders, one of Princess Jasmine’s [...]

  • Bernie Sanders Trump win

    Bernie Sanders Vows to Break Up Comcast, Verizon & AT&T: 'Their Greed Must End'

    Vermont Senator and Democratic presidential candidate Bernie Sanders unveiled plans to launch publicly-funded broadband networks and break up big internet providers like Comcast, Verizon and AT&T Thursday. “Their greed must end,” the Sanders campaign wrote in its high-speed internet policy proposal. The campaign argued that high-speed internet access should be treated as a public utility, [...]

  • The Office

    Streaming Wars Heat Up Rerun Market as New Services Stock Up on Hits

    In a year in which more than 500 scripted series are on the air and new streaming services seem to debut nearly monthly, some of the biggest money being thrown around for content has gone to a handful of old TV shows, the kind that for years have hummed along evening television without much fuss. [...]

More From Our Brands

Access exclusive content