YouTube TV will be the first presenting partner for the NBA Finals as part of a multiyear agreement. The deal also covers championships for the WNBA and NBA G League. Financial terms were not disclosed, but the deal was brokered internally and builds upon a nearly 13-year relationship between the NBA and the Google-owned video platform. The NBA was the first pro sports property to partner with YouTube and create its own channel. The NBA Finals will now be available on the YouTube TV OTT service. Other assets include on-court and in-venue signage and presence on the league’s digital and social media assets. ESPN was also involved as a third party in the deal given its existing broadcast rights for the NBA Finals, and YouTube TV will be featured on ABC commercial spots and in-game callouts. NBA TV had been added earlier this month to YouTube TV. This deal follows a similar partnership with MLB last fall in which YouTube TV became presenting sponsor for the World Series. YouTube expanded that MLB deal earlier this month with a two-year extension. NBA Senior VP/Global Media & Business Development Dan Rossomondo said of the deal with YouTube TV, “We are always looking for ways to reach younger audiences and try new and different things, and this is certainly evidence of that.” The deepened NBA alignment also extends a recent run of activity for YouTube TV that includes local media deals with the Sounders and LAFC (Eric Fisher, Staff Writer). VARIETY's Todd Spangler notes the two parties "aren't disclosing the length of the deal, but it runs through at least" next year (VARIETY.com, 3/26).
SELL ME ON IT: AD AGE's Anthony Crupi noted in the interest of "not cannibalizing ABC's commercial impressions," subscribers who tune into the NBA Finals via YouTube TV will be "exposed to the same ad load that runs in the national broadcast feed." How the two minutes of local ad time per hour shakes out "remains to be seen." The agreement in some ways "resembles the deal YouTube TV hashed out in early October" with MLB. Under that particular arrangement, Google's skinny bundle "agreed to air a number of promotional spots throughout Fox's coverage." Last month, YouTube TV announced it was "bolstering its suite of sports content with the addition of NBA TV and MLB Network, bringing the total number of networks it currently offers to 60" (ADAGE.com, 3/26).
