Chinese social media giant Weibo has signed a new multi-year partnership with NBA China to bring game highlights and original programming to entertain Chinese fans.
Through the partnership, Weibo will become the American professional basketball league's official social media platform.
Weibo will deliver content including daily game highlights, player interviews, photos and statistics, live-streamed NBA events, and behind-the-scenes videos.
Weibo and NBA China will also co-produce original NBA-themed programs that will be featured on NBA China's official accounts on Weibo and video-sharing platform Miaopai, and on the Weibo Sports and Weibo Basketball accounts on the two platforms.
Social media has transformed the way Chinese fans consume the NBA, said NBA China CEO David Shoemaker, adding that this partnership would offer NBA fans across China exciting NBA content wherever they are.
Weibo boasted about 313 million monthly active users at the end of December, with 90% of them coming from mobile terminals.
According to Weibo, the official NBA account on its platform has 32.78 million followers, and 30 NBA teams also have fans following their Weibo accounts. In total, the NBA can reach more than 60 million fans on Weibo.