BEIJING, March 6, 2016 – NBA China and Weibo (NASDAQ: WB) announced today a new multiyear partnership that will bring game highlights and original programming to Weibo’s 300 million monthly active users in China. The partnership will make Weibo an Official Social Media Platform of the NBA in China.
Through this partnership, Weibo and NBA China will deliver daily NBA game highlights, photos and statistics and live-stream NBA grassroots events in China and behind-the-scenes access from regular-season games, NBA All-Star, the NBA playoffs and The Finals via the NBA Official Account and/or Weibo Sports and Basketball Accounts.
“Social media has transformed the way Chinese fans consume the NBA,” said NBA China CEO David Shoemaker. “This partnership will offer NBA fans across China exciting NBA content, including behind the scenes access to marquee NBA events, wherever they are.”
“We are thrilled to forge this partnership with the NBA as part of our efforts to provide Chinese fans with more options to enjoy the games,” said Weibo CEO Wang Gaofei. “It is our mission to deliver premier international sports content to our users and this partnership with the NBA is an important step for us.”
Weibo and NBA China will also co-produce original NBA-themed programs that will be featured on the NBA China’s official accounts on Weibo and Miaopai, and on the Weibo Sports and Weibo Basketball accounts on Weibo and Miaopai.
As part of the partnership, Weibo will create an NBA page on Weibo Faxian, a content discovery service, to help users locate NBA news and information, including NBA broadcast schedules, more efficiently. A new NBA alert service will allow users to sync NBA games to the calendars on their mobile devices.
About NBA China
The NBA’s entity that conducts the league’s businesses in Greater China was formed in January 2008 after its first office opened in Hong Kong in 1992. The NBA has interacted with Chinese basketball for decades, including first hosting the Chinese National team in 1985. The NBA currently has relationships with a strong network of television and digital media outlets in China, including a partnership of 30 years with national broadcaster CCTV. The league hosts hundreds of touring basketball events for fans, conducts community enrichment programs, and maintains marketing partnerships with a combination of world-class China-based corporations and U.S.-based multinationals.
NBA China is headquartered in Beijing and also has offices in Shanghai, Hong Kong and Taipei. NBA licensed products such as apparel and footwear are available through various retail networks and authorized online stores on e-commerce and social media platforms, including Tmall.com, JD.com and WeChat. In 2004, the NBA became the first American professional sports league to play games in China, with two games between the Houston Rockets and the Sacramento Kings in Shanghai and Beijing. Following NBA Global Games China 2016, 13 NBA teams have played 22 games in Greater China. The NBA is the most-followed sports league in China, with more than 115 million social media followers.
As a leading social media platform for people to create, distribute and discover Chinese-language content, Weibo provides an unprecedented and simple way for people and organizations to publicly express themselves in real time, interact with others on a massive global platform and stay connected with the world. A microcosm of Chinese society, Weibo has attracted a wide range of users, including ordinary people, celebrities and other public figures, as well as organizations, such as media outlets, businesses, government agencies and charities.
Weibo combines the means of public self-expression in real time with a powerful platform for social interaction, as well as content aggregation and distribution. Any user can create and post a feed of up to 140 Chinese characters and attach multimedia or long-form content. User relationships on Weibo may be asymmetric; any user can follow any other user and add comments to a feed while reposting. The simple, asymmetric and distributed nature of Weibo allows an original feed to become a live viral conversation stream.
For many people in China, Weibo allows people to be heard publicly and exposed to the rich ideas, cultures and experiences of the broader world. Media outlets use Weibo as a source of news and a distribution channel for their headline news. Government agencies and officials use Weibo as an official communication channel for disseminating timely information and gauging public opinion to improve public services. Individuals and charities use Weibo to make the world a better place by launching charitable projects, seeking donations and volunteers and leveraging the celebrities and organizations on Weibo to amplify their social influence.