Sports Media Report
The National Basketball Association (NBA) and BroadbandTV (BBTV), the largest multi-platform network in the world, today announced the launch of NBA Playmakers, a groundbreaking community for video creators focused on basketball and basketball culture.
The first-of-its-kind millennial video network will provide the creator community and NBA fans the opportunity to produce basketball-related content and share it across the NBA Playmakers network, spanning YouTube, the NBA’s digital assets, and other platforms. The NBA and BBTV are inviting creators to be part of the network based on passion for the game, a unique voice and traction with young audiences.
In addition to BBTV’s vast multi-platform network expertise, content creators will be offered a variety of benefits, including special access to select NBA footage, NBA games and special events, access to NBA production facilities and new merchandise. Content creators can learn more about joining NBA Playmakers by visiting www.nbaplaymakers.tv.
Select videos from across the creator community will live on a forthcoming new YouTube channel, also named NBA Playmakers, which will launch later this year.
To tip off the collaboration, NBA Playmakers will feature a diverse group of YouTube creators producing digital versions of the league’s playoffs campaign, “Every Second Counts,” part of the ongoing “This Is Why We Play” platform. The official television spot, featuring a new track by Grammy Award-winning producer and artist Timbaland, premiered prior to the start of the playoffs, and the creator-produced versions will debut on the NBA’s social media assets during The Finals 2016.
“Creating and sharing videos with others are part of being a digitally engaged fan,” said NBA Vice President, Global Media Distribution Jeff Marsilio. “Our new venture with industry leader BBTV will further embrace this growing community of creators and aims to inspire original basketball content that will connect with our fans around the world.”
“Sports is a passion-driven content vertical that offers exciting opportunities for video creators, media companies, brands, and advertisers; it’s a market with massive potential,” said BroadbandTV Founder & CEO Shahrzad Rafati. “NBA Playmakers brings all of the constituents together to deliver a powerful ecosystem that millennials care about. We’re empowering creators to build the future of sports entertainment by partnering with one of the most renowned sports leagues in the world, and arming them with the content, tools and solutions they need to be successful.”
NBA Playmakers is a key component of the NBA’s wider youth engagement strategy and will complement the NBA channel on YouTube, which was unveiled in February 2007. The NBA channel now has more than 3.4 billion video views, the most among U.S. professional sports leagues.
BBTV currently reaches 15.1 billion monthly impressions across its network and NBA Playmakers is the latest addition to its existing verticals, strengthening its strategy to operate leading media brands and communities within the highest growth content genres. BBTV’s content creators span a number of key media brands and verticals including: TGN, the largest and most engaged gaming network on YouTube; Opposition, the largest hip-hop music video network; WIMSIC, the No. 1 Electronic Dance Music (EDM) video network ; HooplaKidz, the leading kids and family network; Outspeak, the No. 1 citizen journalism video network, in partnership with The Huffington Post; and Windfall, a joint venture to find, develop and service music artists across all platforms, in partnership with BMG.
The NBA and BroadbandTV began their relationship in April 2009, with BBTV managing fan-uploaded NBA content onto platforms such as YouTube.
