The NBA has struck a groundbreaking partnership with Vancouver-based BroadbandTV (BBTV) in which the two will create a new social video-oriented content network called NBA Playmakers. The millennial-focused multiplatform network will be led by a YouTube channel bearing that name, along with a website at nbaplaymakers.tv. In each destination, outside social video creators focusing on basketball and basketball culture will have not only the new distribution vehicles but unprecedented levels of access to official league content and facilities, editing tools, early looks at new merchandise releases, and other resources to aid in the development of their content. In addition, the ad-supported content network will employ revenue-sharing formulas in which individual creators chosen by the league and BBTV will “stand to benefit,” NBA execs said. “We see this as the next big leap forward this area. I can’t think of anybody else who has engaged with their social audience in quite this way and on this level,” said NBA VP/Global Media Distribution Jeff Marsilio. “What we are doing, really, is inviting content creators out there into the NBA family, as they represent some of our best marketers.” Financial terms were not disclosed. The NBA Playmakers effort will begin in earnest during the upcoming Finals with socially oriented reworkings of “Every Second Counts,” the official league playoffs promotional spot that debuted last month. BBTV has worked with the NBA on various user-generated content efforts since ’09, including managing fan-uploaded video content for the league, and the NBA has operated a video channel on YouTube since ’07.
LATEST PLAY FOR BBTV: NBA Playmakers also added to a variety of content verticals BBTV is involved in, collectively reaching more than 15 billion monthly impressions. “We’re really looking to be a catalyst to activate the create community around basketball,” said BBTV Founder & CEO Shahrzad Rafati. “This is a very astute and engaged culture we’re tapping into.” There is no minimum or maximum on the number of video creators the NBA and BBTV will select to be part of NBA Playmakers. Having some sort of established following and history in place will be a pre-requisite, but evaluations will be subjective. “There is going to be a distinction between an influencer and an everyfan, but we do want to make this an inclusive thing,” Marsilio said.
