NBA content will be available on Alibaba platforms for the first time under terms of an expanded partnership announced on Thursday in Beijing.
Alibaba is creating an NBA Section on its commerce platforms to deliver customized merchandise and content. Tencent has exclusive rights to stream live NBA games, including League Pass, but Alibaba will show highlights, classic games, and original programming. The new content will include NBA analysis, fashion, memorabilia, and influencer-driven videos.
“The NBA is always looking to innovative, and we are absolutely thrilled to expand our partnership with Alibaba,” said NBA China CEO Derek Chang in a statement.