The NBA’s deal with ByteDance will expand the reach of mobile content abroad. (Photo by Ronald Martinez/Getty Images)
The NBA has partnered with ByteDance, an AI-powered content platform, on a multiyear global agreement. NBA highlights, behind-the-scenes videos, news, and other short-form products will be distributed via ByteDance properties: TikTok, Douyin, Toutiao, and Xigua Video.
TikTok is a global app for sharing video clips. Users in the U.S., Brazil, India, Indonesia, Japan, and Korea will be able to access game highlights as well as in-language content targeted for local relevance. Douyin, Toutiao, and Xigua Video will serve users in China. (Douyin is TikTok’s name in China.)
“The NBA is thrilled to partner with ByteDance, one of the most innovative companies in the world and an industry leader in customized short-form content,” said Bill Koenig, NBA president for global content and media distribution, in a statement. “This new partnership will help meet the demand that ByteDance’s hundreds of millions of users have for the NBA by intelligently integrating league content across ByteDance’s many platforms.”
ByteDance is a Beijing-based tech company recently valued at $75 billion, as reported by Bloomberg, exceeding other top startups like Uber. Its artificial intelligence helps cater discovery of targeted content for users. The NBA also will assist ByteDance’s AI Lab in developing innovations to improve the fan experience.
“NBA content is very popular and highly sought after by our users,” said Liu Zhen, ByteDance’s SVP of corporate development, in a statement. “ByteDance has a strong international footprint of global platforms that empower creation and interaction, which allow users to present and consume the world’s creativity, knowledge and moments that matter in everyday life”
SportTechie Takeaway
The NBA has long coveted the markets of China and India and has been successful in making inroads in both countries. This partnership furthers the league’s international growth, especially in China. Sportradar already distributes data-based content to China via Beitai, a sports data company that publishes via ByteDance and other social channels. The new NBA partnership will offer a wider variety of pro basketball products.
