SINA Corp. and NBA China have expanded their partnership to provide fans in China with access to NBA content on multiple SINA platforms. The enhanced partnership makes the NBA the first U.S. professional sports league to offer specific destinations for all 30 teams online and via mobile, a live game streamed daily on mobile, and original programming, and also includes the launch of a new NBA online community. The multiyear deal was announced Thursday by SINA President and CEO Charles Chao and NBA Commissioner David Stern. SINA will continue to operate NBA.com/China and will deliver a wide range of enhanced NBA features on SINA.com, the SINA.com Mobile Web, SINA Sports (SINA’s multisport application), and SINA Weibo (SINA’s Microblog). The fan community on NBA Weibo will provide exclusive NBA content and benefits including new programming, interactive games, merchandise, virtual items, and special access to NBA events. The community will further expand the league’s social media presence on SINA Weibo, where the NBA is the leading company with the most followers overall. (NBA). BLOOMBERG reported that Stern said interest from Chinese investors about buying into NBA teams is a "very good thing" for the league. Stern said, “We have been approached by, I will say Chinese investors, as we don’t count their money to see whether they are billionaires or multi-billionaires. If these markets want to invest in the NBA by buying goods, if they would like to buy television rights and certainly if they would like to buy franchises or invest in franchises, I think it’s a very good thing. I have been in favor of that for years.” Stern did not identify the investors (BLOOMBERG, 10/17).
