NBA Extends, Expands Alliance With Twitter, Where League Has 380M+ Followers
Wednesday, November 3, 2021 at 03:19PM NYSJ Sports-Entertainment Business News Service
November 3, 2021: The NBA and Twitter today unveiled a multi-year partnership extension to include bringing additional content to Twitter Spaces, Twitter’s reently launched live audio feature.
The league will also continue to provide fans with the best moments via the NBA Twitter platform, with additional live content, highlights, Twitter Moments, and live streams that are complementary to TNT’s game broadcasts.
Financial terms were not released.
NBA Digital — the NBA’s joint venture with Turner Sports — will continue offering #NBATwitterLive, a complementary livestreaming option for the second halves of select NBA on TNT games.
The NBA, which joined Twitter in 2009, has more than 380 million followers on the platform worldwide.
“We look forward to building on our innovations with Twitter by bringing live, interactive audio content to Twitter Spaces and driving NBA fans on Twitter to engage with NBA live game telecasts and direct-to-consumer offerings,” Jennifer Chun, NBA svp and head of content partnerships, said via the league.
“We are excited to continue to partner with Twitter to connect the NBA Twitter community to our game and content as we celebrate our 75th Anniversary Season.”
The NBA’s 40 scheduled Twitter Spaces will include 75th Anniversary-themed versions planned around tentpole moments and marquee events such as Christmas Day, NBA All-Star and the NBA Finals.
Twitter Spaces will feature NBA players, legends and other members of the NBA family discussing on-court storylines and reflecting on the league’s storied 75-year history. It will also allow for sponsorship, "giving brands new opportunities to connect and engage with fans through live NBA audio," according to the league.
#NBATwitterLive, occurring during heavily anticipated NBA on TNT games and such major tentpole events as NBA All-Star and Conference Finals games, will include more camera angles.
This season, people in the U.S. will be prompted via a QR code during select TNT broadcasts to join the second-screen live stream on #NBATwitterLive.
#NBATwitterLive will also offer people a live look-in to the accompanying TNT broadcast, which will give NBA fans on Twitter access to live game competition.
The NBA and Twitter will continue to offer real-time highlights throughout the regular season, playoffs and Finals, as well as localized content for international regions for brands to align.
“As we continue to evolve our partnership with the NBA, we are thrilled to celebrate the #NBATwitter community by bringing expanded content to the timeline," Sarah Personette, Twitter chief customer officer, said via the social media platform.
“With the addition of NBA Twitter Spaces to go along with highlights and #NBATwitterLive, we're able to deliver premium content to the NBA's biggest fans, while giving brands more opportunities to align with one of the most exciting communities on Twitter.”
The NBA sent out its first tweet on the then fledgling three-year-old Twitter platform on Feb.3, 2009 — 'Stay tuned to find out where Amazing will happen tonight' — under the direction of then league commissioner David Stern.
It received 56 likes and 72 retweets.
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