NBA forms new partnership to provide digital experience for fans

Mumbai: The National Basketball Association (NBA) and the 120 Media Collective, a leading content creation and communications company, on Wednesday announced a partnership to operate the customised NBA.com in India, the NBA’s official digital destination in the country.

The announcement was made at a press conference by NBA Deputy Commissioner Mark Tatum, The 120 Media Collective Founder & CEO Roopak Saluja and NBA India Managing Director Yannick Colaco.

The geo-targeted NBA.com will offer Indian fans access to all things in NBA, such as video highlights, game recaps, scores, stats and more.  The responsive and mobile first digital destination will also provide extensive localised content, including podcasts hosted by local basketball personalities and a special section dedicated to Sim Bhullar – the first player of Indian descent to play in the NBA – and Satnam Singh – the first Indian player to be drafted into the NBA.

Additionally, NBA.com in India will feature personalised settings for fans to follow their favourite NBA teams and players, an NBA FIT corner with instructional basketball content, and “Supreme Courts” showcasing the best basketball courts across the country.  Through the digital destination, fans will be able to access NBA LEAGUE PASS, the league’s digital package offering a full season of live NBA games and rich archive of NBA content.

“The popularity of basketball in India has never been stronger, and our newly redesigned digital destination will provide Indian fans with instant access to NBA news and content,” said Tatum.  “We are committed to the growth of basketball in India, and we will continue working with our partners to introduce new ways for fans to experience the NBA.”

“We are excited to be partnering with one of the world’s leading sports properties to engage deeply with Indian audiences,” said Saluja.  “NBA.com lies at the core of The 120 Media Collective’s engagement strategy and will be supported by robust distribution to ensure our content is seen and shared where the audience already is.”

“The 120 Media Collective’s expertise in innovative content creation makes them an ideal partner to produce locally relevant content to engage our fans,” said Colaco.

“Our new partnership will help us grow our expansive digital presence in India by providing our digitally savvy fans with a way to connect with their favorite teams and players.”

Along with the customised NBA.com in India, the NBA features 19 international online destinations.  The digital destination in India will continue to introduce new features in the coming months.

The league opened its office in Mumbai, India in 2011.  As part of its commitment to grow basketball in India, the league has hosted touring basketball events, grassroots development and talent search programs.  Broadcast partner SONY SIX, India’s premier sports and entertainment channel, televises 14 NBA games per week.

Since 2006, more than 30 current and former NBA and WNBA players have visited India with the league, including Satnam Singh, Sim Bhullar, Muggsy Bogues, Chris Bosh, Bruce Bowen, Swin Cash, Tamika Catchings, Pau Gasol, Robert Horry, Dwight Howard, Briann January, Jason Richardson and Brian Shaw.