The NBA and Alibaba Expand Partnership in China

On March 7th, NBA China and Alibaba Group announced today that an expansion of their partnership will bring content from the NBA to Alibaba’s platforms for the first time, as well as including an enhanced online shopping experience for consumers in China.

An “NBA Section” will be launched across Alibaba’s platforms that will leverage Alibaba’s technology and consumer insights to allow fans in China to enjoy personalized and engaging content, in addition to shopping for NBA merchandise all in one spot.


Some of the features include NBA game highlights, original programming, and classic NBA games which will be offered to nearly 700 million consumers across Alibaba’s platforms, leading B2C marketplace Tmall, social commerce destination Taobao, video-streaming platform Youku and browser and content platform UC.

The original programming will cover a wide range of popular topics on basketball and culture, including game predictions, fashion, sneakers, and memorabilia. The content will be readily available throughout the regular season of NBA All-Star, the NBA Playoffs and The Finals, bringing the latest NBA trends and news through various interactive formats, such as in short videos or live streaming from celebrities and influencers.

Derek Chang , CEO of NBA China (Source: Yutang Sports)

“The NBA is always looking to innovate, and we are absolutely thrilled to expand our partnership with Alibaba,” said NBA China CEO Derek Chang. “We share the same goal, which is to provide fans with one-of-a-kind online content consumption and shopping that leverages the latest technology. We look forward to working with Alibaba to continue to grow the game of basketball in China.”

Toby Xu, Vice President of Alibaba Group said: “the NBA is one of the most popular sports leagues in the world, with a sizable and passionate fan base in China. With this expanded partnership, we will fully leverage Alibaba’s ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China.”

Alibaba boosts New Retail Economy
Alibaba boosts New Retail Economy

The expanded partnership with the NBA is also part of Alibaba’s “A100 Program,” which offers companies a one-stop solution to accelerate their digital transformation through Alibaba’s cross-platform ecosystem.

Featured Image Source:REUTERS/Aly Song/File Photo