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. 

Reddit has announced new partnerships with the NFL, NBA, MLB, PGA TOUR, and NASCAR to provide video highlights, behind-the-scenes content, AMA sessions, and exclusive content. Advertisers such as Samsung, Ford, Volkswagen, and FanDuel can run ads on this content, with Reddit sharing ad revenue with the sports leagues.

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.

Apple Music and the National Basketball Association are teaming up for a new content partnership centered around an exclusive playlist called The BASE: LINE featuring music by independent artists via United Masters.

ESPN Films and Netflix are joining forces for a 10-hour Michael Jordan documentary that chronicles his and the Chicago Bulls’ rising during the 1990s.

After leaving 17 years ago, German sportswear brand Puma announces that it will return to the basketball market in an effort to grow its presence in U.S. and China and battle rivals Nike, Adidas, and Under Armour. 

Kobe Bryant will write, host, and produce a new ESPN basketball analysis show called Detail. 

Migos release the Pharell produced "Stir Fry," the newest single off the forthcoming Culture II album. 

The NBA becomes the first major sports organization to partner with Twitch. 

Dwayne Wade partners with Facebook Watch for a five-part docu-series titled Backcourt Wade.

Sports Crate becomes an official partner of the NBA and launches a new subscription service called NBA Courtside Crate. 

The NBA is going with the "playground model" for the format of the 2018 All-Star Game in Los Angeles, California at the Staples Center.