They have established a strategic relationship between the NBA and the Chinese FinTech firm Ant Group in China to engage in a variety of initiatives, including video content, broadcasting, and membership, Ant Group said on Tuesday. According to a statement from the firm, Chinese fans will be able to watch the NBA video content on Alipay. An Ant Group payment service. According to the announcement, there will be cooperative marketing initiatives, digital collectibles, and other things related to the NBA and Ant Group partnership.
This week, NBA China introduced a channel on Alipay that features user-generated content from NBA China’s network of influencers and content producers who are approved by Alipay. Also Read: Red McCombs, former owner of the Spurs and Nuggets, dies at the age of 95
A well-known cultural export to China, the NBA generates hundreds of millions of dollars in revenue from its operations there. Nevertheless, following comments made by former Houston Rockets general manager Daryl Morey in support of anti-government protestors in Chinese-ruled Hong Kong in 2019, the NBA’s long-standing relationship with Chinese state broadcaster CCTV has become strained.
On October 2019, Morey, who is currently in charge of the Philadelphia 76ers, posted an image to Twitter with the caption, “Defend your freedom. Support Hong Kong.” Then, he deleted the message and apologised for any offence caused to Chinese or Rockets supporters.
NBA China and Ant Group announce their collaboration.
According to Ant Group, the partnership with the Chinese division of the professional basketball league will also focus on social responsibility projects to involve fans and communities as well as cooperative marketing campaigns and digital collectibles.
NBA China launched an NBA channel on the Alipay platform last week. The channel features a variety of user-generated content produced by NBA China’s network of influencers and content producers who are approved by Alipay. Also Read: “Just play man,” Anthony Edwards smashes NBA players for sitting and resting while fans pay loads of money to come and watch them
According to Ni Xingjun, chief technology officer of Ant Group and chairperson of Alipay.com Co Ltd., “Bringing NBA’s high-quality content and content creators into our platform is a critical move for Alipay to embrace the content ecosystem as an open platform.”
“We will also harness Ant Group’s technology and platform capabilities, as well as collaborate closely with the NBA, to explore new digitization models in the service sector, collaborative membership operations, and unique interactions,” Ni stated. He subsequently said that they hope to create a young digital interactive platform for NBA fans in China, as well as offer new sports services and interactions to the digital era.
NBA China and Ant Group will keep working together on digital engagement projects, such as digital collectibles, in the future.
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