The NBA is ramping up its creator initiatives for the 2024-25 season, with Twitch streamer Kai Cenat and TikTok star Drew Afualo headlining the program. 

The NBA's Charlotte Hornets made headlines this week with the announcement of a new partnership with Feastables, the snack company founded by mega YouTuber and entrepreneur, MrBeast. Feastables will become their official jersey sponsor for the upcoming basketball season. This marks a first-of-its-kind partnership between a creator-led brand and an NBA franchise.