As the National Basketball Association (NBA) gears up for another thrilling season, it is making significant strides in its collaboration with content creators to enhance the popularity and accessibility of basketball. This season, the NBA has enlisted top influencers, including Twitch streamer Kai Cenat and TikTok sensation Drew Afualo, to kick off the 2024-25 season with a visually stunning trailer. The league is also reviving its popular Creator Cup Series, a five-versus-five celebrity creator tournament, while providing a select group of creators with unprecedented access to an extensive library of basketball game footage.
The NBA’s initiative is part of a broader trend among sports leagues to engage with the creator economy. Other organizations, such as the PGA and WNSL, have recently ramped up their efforts to connect with creators, recognizing their potential to reach new audiences. The NBA’s decision to grant creators access to game footage follows a similar move by the NFL, which opened its archives to creators last year. This shift marks a significant departure from the traditional model where game footage was primarily reserved for broadcasters, leaving creators to find alternative formats, such as “watchalongs,” where they narrate games without showing live footage.
In a groundbreaking move, the NBA is providing creators with access to 25,000 hours of game footage from the past decade, covering the period from 2014 to the 2023-24 season. This wealth of content allows creators to craft original narratives and explore the rich stories within the league, rather than relying on clever workarounds. Bob Carney, the NBA’s senior vice president of social and digital content, emphasized that empowering a select group of creators on platforms like YouTube could help the league reach new fans globally. The creators are seen as extensions of the league, capable of engaging audiences in ways that traditional marketing may not achieve.
To facilitate this initiative, the NBA has partnered with AI software firm WSC Sports, which has indexed the footage to allow creators to search for specific plays easily. This partnership also includes access to WSC’s AI-enabled video editing suite, enabling creators to produce high-quality content efficiently. While the financial terms of this collaboration remain undisclosed, the potential for elevated basketball content is significant. Nick Valenta, CEO of the sports-focused creative agency Mādin, believes that this access will allow creators to tell compelling stories in a more emotionally impactful manner.
Initially, the NBA is sharing this decade of footage with a select group of six YouTube creators, including Thinking Basketball, Swish Cultures, By Any Means Basketball, CoshReport, MaxaMillion711, and Golden Hoops. Each of these creators has a substantial following, and while the NBA has not disclosed the specifics of its commercial relationships with them, it is clear that the league intends to expand its creator network over time. Kevin Esteves, the NBA’s vice president of digital content strategy and analytics, indicated that the league would continue to recruit additional creators to join the program.
To maintain quality control, the NBA will review the content produced using the footage before it is released. Esteves noted that creators would be encouraged to produce long-form original content rather than simply uploading entire games. This approach aligns with the evolving consumption habits on platforms like YouTube, where longer videos have gained popularity. Carney highlighted that over 45% of YouTube viewership comes from television screens, necessitating content that caters to this audience.
The NBA’s initiative not only benefits creators but also serves the league’s interests. By supporting basketball creators, the NBA aims to make the sport more accessible and appealing to a broader audience. Sarah Gerrish, senior director of influencer and creators at the creative agency Movers + Shakers, pointed out that creator-generated content could convert casual fans into passionate supporters of the sport. The unique authenticity that creators bring to their content allows the NBA to connect with audiences on a more personal level, tapping into a new wave of fans.
Moreover, this strategic move enhances the NBA’s attractiveness to advertisers and sponsors. The league has consistently drawn high television audiences in recent years, and its partnership with Nike, which recently signed a 12-year extension as the league’s exclusive kit supplier, underscores its commercial viability. By engaging with the creator economy, the NBA is not only expanding its reach but also solidifying its position as a leader in sports marketing.
In summary, the NBA’s collaboration with creators represents a forward-thinking approach to sports engagement. By providing access to a vast library of game footage and fostering relationships with influential content creators, the league is poised to enhance the basketball experience for fans worldwide. This initiative reflects a broader trend in sports, where organizations are increasingly recognizing the value of authentic connections with audiences through innovative content creation.