NBA Expands Creator Program; Partners with WSC Sports to Feed Content Archive and Editing Tools to Select Creators Streamer Kai Cenat to Collaborate with @NBA for Opening Night Knicks-Celtics Game on TNT By Brandon Costa, Director of Digital
Monday, October 21, 2024 - 12:01 pm
Print This Story | Subscribe
Story Highlights
In advance of the start of the NBA season which tips Tuesday the league announced its largest initiative yet in its effort to engage directly with digital and social content creators. Most notably, the league will use WSC Sports, the popular AI-based video platform, to establish a new content-sharing network to directly provide select influencers access to more than 25,000 hours of NBA game footage and AI-driven editing tools.
Creators are a key part of the NBA's content ecosystem, helping us connect with new audiences in innovative ways, Bob Carney, NBA Senior Vice President of Social and Digital Content said in an official announcement from the league. We have experienced remarkable growth with our creator program since it launched in 2016, and we can't wait to see what this season brings.
Social creators like Thinking Basketball, Swish Cultures, By Any Means Basketball, CoshReport, MaxaMillion711, and Golden Hoops, will have the ability to use footage from the NBA Playmakers content-sharing network to produce their own reaction posts and storytelling opportunities.
For Opening Night on Tuesday, the NBA is partnering with the popular streamer Kai Cenat and creator Drew Afualo to collaborate on the NBA's various social media handles during the New York Knicks vs. Boston Celtics game, which airs on TNT (7:30 p.m. ET). Afualo will also be back on Wednesday as she will be featured across NBA social channels as she attends the Phoenix Suns vs. LA Clippers game on Wednesday (10 p.m. ET, ESPN) the first NBA contest at the new Intuit Dome.
Also coming this season is the return of the NBA Creator Cup Series. Last season, influencers such as Jenna Bandy, Jesser, Kris London, Lethal Shooter, and Tristan Jass competing in games at NBA tentpole events like the Emirates NBA Cup, All-Star, and Summer League. Rosters for those events to named at a later date.
Building on last season's success - which featured influencers Jenna Bandy, Jesser, Kris London, Lethal Shooter and Tristan Jass - the NBA Creator Cup Series returns with three exciting games at marquee NBA events: the Emirates NBA Cup in Las Vegas, NBA All-Star in the San Francisco Bay Area and NBA Summer League in Las Vegas. These games will showcase skilled basketball creators, with rosters to be announced at a later date.
There will be more on-site activations with creators, as well. The NBA shared that, as part of their partnership with Meta, the duo will collaborate to bring creators on-site to meet and greet fans and provide hands-on demos of the Quest courtside experience. Additionally, the league is partnering with Snapchat on the Snap Creator Program, bringing top creators to NBA events to create content for their accounts and the NBA Snap account.
The NBA Creator Correspondent Program, which features creators providing real-time courtside coverage at the league's biggest events, returns for its second year. Creators, including Joy DeAngela, Rachel DeMita, and YPK Raye will provide fans with exclusive courtside coverage at major events. Last season, more than 100 creators - including food reviewer Keith Lee, comedian Funny Marco, and Air Corgi - generated more than 650 million video views across NBA social and digital channels.
The NBA is also planning to work with more than 100 creators of a voter participation campaign in the coming weeks leading up to Election Day.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
NBA Expands Creator Program; Partners with WSC Sports to Feed Content Archive and Editing Tools to Select Creators Streamer Kai Cenat to Collaborate with @NBA for Opening Night Knicks-Celtics Game on TNT By Brandon Costa, Director of Digital 
