Deepening Digital Engagement: Kuaishou and NBA China Extend strategic Alliance

In a move set to further integrate basketball culture into the digital realm, Kuaishou and NBA china have announced the renewal of their strategic partnership. the declaration, made at the 2025 kuaishou Sports Ecological Conference in Beijing, solidifies Kuaishou’s position as the “NBA China Official Short Video Platform” and the “NBA China Video Content creation Community.” This renewed collaboration promises to deliver enhanced content and interactive experiences for basketball enthusiasts across China.

Expanding Content Horizons: A Multifaceted Approach

The partnership will focus on providing Kuaishou content creators with extensive NBA event footage, encouraging the creation of derivative content. This initiative aims to foster a diverse content ecosystem, including short video series of games, NBA-themed variety shows, short dramas, and interactive star-studded live programs. This multifaceted approach caters to a wide range of interests and viewing preferences, ensuring that every fan finds something to enjoy.

“This partnership is about more than just broadcasting games; it’s about creating a community where fans can engage with the sport in new and exciting ways.”

Supporting Grassroots Basketball: NBA 3X and Community Engagement

Beyond digital content, Kuaishou and NBA China are committed to supporting the development of grassroots basketball. Kuaishou will serve as the “NBA 3X official exclusive social media partner,” broadcasting and promoting NBA three-on-three basketball events in 14 cities throughout the year. This initiative aims to increase participation and awareness of basketball at the community level.

furthermore, the collaboration will extend to offline activities designed to enhance interaction between fans and NBA players. These events will provide opportunities for fans to connect with their favorite athletes and experience the excitement of the game firsthand.

Kuaishou’s Commitment to Sports: Building on Success

Kuaishou’s dedication to sports extends beyond basketball. The platform has a proven track record of hosting popular mass sports events, including “Kuaishou Village BA,” “Kuaishou Village olympics,” and “Kuaishou Village Fishing.” These events demonstrate Kuaishou’s ability to engage communities and promote sports participation at all levels. Looking ahead, Kuaishou and NBA China plan to co-create event IPs to further support the growth of national sports.

A Proven Partnership: Past Successes and Future Potential

Since the initial strategic cooperation in 2021,NBA-related videos on Kuaishou have garnered over 200 billion views and 10 billion interactions,highlighting the success and influence of the partnership. Kuaishou’s content strategy, which combines copyrighted material, user-generated content, star live broadcasts, and original IP, has proven to be a winning formula.

This strategy has transformed the way fans engage with the NBA, moving them from passive viewers to active participants. The platform’s rich content and interactive experiences have attracted a large and diverse audience, solidifying Kuaishou’s position as a leading destination for basketball content.

Fan Engagement: From Spectators to Participants

Initiatives like the “Basketball Rookie Cold Tour” and “NBA Creation Camp Bounty Program” have empowered emerging content creators in the basketball space. Live events featuring NBA legends such as Iverson, McGrath, Gasol, Bill, and Nick Young have provided fans with unique opportunities to interact with their idols.Original IP shows like “Lao Iron High Energy Watching Team” and interactive games like “Do you understand the ball” have further enhanced fan engagement.

Elevating the Fan Experience: Live Broadcasts and Consumption

kuaishou has also focused on improving the fan experience through live broadcasts and exclusive content. The platform hosted the NBA’s first live broadcast on Kuaishou,offering viewers a combination of star power,expert analysis,and exclusive merchandise. This innovative approach has successfully catered to fans’ diverse needs, encompassing entertainment, information, and consumption.

Brand Marketing Opportunities: A Thriving Ecosystem

kuaishou’s NBA content ecosystem provides a fertile ground for brand marketing. The integrated marketing model, which leverages copyrighted content, influencers, and key events, has attracted brands from various industries, including automotive, gaming, apparel, and food. Through strategic partnerships and innovative campaigns, these brands have achieved significant exposure and driven sales through the Kuaishou platform.

For example, brands have utilized match point linkage, short video packaging, and program integration to connect with basketball fans and promote their products. These efforts have resulted in synergistic breakthroughs in product performance and sales, demonstrating the effectiveness of Kuaishou’s marketing ecosystem.

Looking Ahead: Innovation and Growth

The renewed partnership between Kuaishou and NBA China promises to usher in a new era of digital engagement for basketball fans. By exploring innovative communication strategies, creating immersive viewing experiences, and fostering widespread participation, the two organizations are poised to drive the continued growth and development of national sports in China.