The NBA has entered a strategic partnership with Chinese fintech titan Ant Group, with both sides to create digital content and customised consumer experiences for payment platform Alipay.
As well as original video content, joint marketing campaigns, digital collectibles, programme broadcasting and joint memberships will also be developed by the two parties. It marks the first time the league’s Chinese fans will be able to view NBA video content on Alipay.
Recently, the US basketball league launched an official channel on Alipay, featuring user-generated content from NBA China’s network of influencers and the platform’s authorised content creators.
“The NBA is always seeking to embrace innovative technology,” said Michael Ma, NBA China chief executive. “We have a common vision with Ant Group, which is to bring rich and high-quality content services and consumer experience to fans through digital services, blockchain technology and other user-friendly technologies.
“Through our cooperation with Ant Group, more fans will be able to experience the excitement and passion of the NBA more conveniently than ever before.”
SportsPromedia
