The NBA Ramps Up Creator Initiatives for the 2024-25 Season
NBA / Creator Programs
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.
Here are some of the key updates:
Expanded NBA Creator Cup Series: Building on the success of last year’s inaugural Creator Cup, which featured creators competing against each other, the NBA is expanding the series to include more games at marquee events like the Emirates NBA Cup, NBA All-Star Weekend, and NBA Summer League.
Content Sharing Network: In partnership with WSC Sports, select creators will gain access to over 25,000 hours of NBA game footage. Paired with AI tools to find and edit footage, they’ll be able to use it to create reaction and long-form videos.
NBA Creator Correspondent Program: After generating over 650 million video views last year, this initiative returns with over 200 creators providing real-time, exclusive court side and behind-the-scenes coverage at major NBA events.
Reshaping the NBA Experience
The NBA is integrating creators across various touch points from TV appearances and exclusive event access to archival footage. Creators are even allowed to take the court during marquee events. This access will enable them to craft unique stories that resonate with younger, digital-first audiences, making the game more accessible as well.
Existing NBA fans can engage with basketball in new ways, while creator-led narratives have the potential to attract new, more casual fans.
Sports Organizations Double Down on Creator Collaborations
The NBA isn’t alone in stepping up its creator partnerships. Other organizations are also expanding their initiatives:
NFL: Following a significant investment last year with YouTube's support, the NFL has increased its collaborations with creators across more social platforms and streaming services.
PGA: The PGA held its first-ever The Creator Classic in August, featuring 16 golf creators competing against each other.
ESPN: Earlier this year, ESPN launched the second phase of its Creator Network, focusing on amplifying female voices and highlighting sports beyond its core programming.
