NBA Extends Alibaba Partnership
By Taruka Srivastav | March 7, 2019
The National Basketball Association has extended its association with Chinese e-commerce platform Alibaba.
The partners will launch an NBA Section across Alibaba’s platforms leveraging Alibaba’s technology and consumer insights to allow fans in China to enjoy personalised and engaging content, in addition to shopping for NBA merchandise.
The original programming will cover a wide range of popular basketball and cultural topics, including game predictions, fashion, sneakers, and memorabilia. Also, there will be short videos and live streaming by celebrities and influencers.
The NBA has offices in Beijing, Shanghai and Taipei.
NBA China Chief Executive Derek Chang said: “We share the same goal, which is to provide fans with one-of-a-kind online content consumption and shopping that leverages the latest technology. We look forward to working with Alibaba to continue to grow the game of basketball in China.”
Toby Xu, Vice President of Alibaba Group, said: “With this expanded partnership, we will fully leverage Alibaba’s ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China.”