Shulou(Shulou.com)11/24 Report--

On February 21, NBA China and Ant Group jointly announced that they would launch a comprehensive strategic partnership, and Alipay would become a strategic partner of NBA China Digital Life.

It is understood that the comprehensive cooperation between the two sides covers the broadcasting of NBA video content and programs, joint members and Mini Program operations, digital collections, joint marketing using Ant Group's privacy computing services, corporate social responsibility and many other aspects, which will bring exclusive NBA experience to NBA fans and massive users of Ant Group's digital platforms, and work together to create a new era of content marketing and fan economy.

As one of China's most popular international professional sports leagues, NBA has 170 million followers on social media platforms and has more than 1300 exciting events throughout the year. Ni Xingjun, chief technology officer of Ant Group and chairman of Alipay (China) Network Technology Co., Ltd., said of the cooperation: "I am very happy to work with a super sports IP like NBA. The presence of high-quality content and content creators in Alipay is an important step for Alipay to embrace content ecology as an open platform on the Internet."

"through the technology and platform capabilities of the entire Ant Group, we will closely cooperate and explore with NBA in the fields of digital innovation mode in the service industry, joint operation of bilateral members, and digital-real interactive innovation, so as to create a young digital interactive platform for Chinese NBA fans and experience the new ways and services of sports interaction in the digital era." Ni marched and said.

Co-building content ecology is one of the most important contents of bilateral cooperation. It is understood that the two sides will launch the NBA Life number content matrix in Alipay, of which the NBA channel has been officially launched on February 15. In the future, we will also carry out rich and colorful content creation through online talent signed by NBA and excellent content creators, organically connecting NBA, business partners and the vast fan community in Alipay.

As early as June 2021, NBA launched its official Mini Program account on Alipay and entered the account at the beginning of 2023. During the Spring Festival this year, NBA China joined Alipay's "set five blessings" activity. in addition to the traditional way of scanning NBA logo cards, NBA will also have very enjoyable video content. As a task for users to collect Foca this year, fans can receive their own Foca by watching the live content of Alipay Life account every day.

On January 15, the two sides also teamed up to create a 150-minute "Spring Festival Live Show", with four basketball talents, Cao Yan, Xer, Panpan and Wang Meng, and more than 15 million fans flocking to the studio to welcome the Spring Festival with NBA.

Photo: NBA officially released the data of the first live broadcast on Alipay.

The cooperation between the two sides in digital technology has also continued to deepen. NBA has partnered with Whale Detective, a subsidiary of Ant Group, to launch its Lunar New year-themed digital collection in China through its related technology services last year. In the future, the two sides will also jointly explore digital interactive innovation starting from digital collections, distribute multimodal digital collections to fans in more regions, develop more new forms of digital interaction, bring users more interactive games and immersive experiences, and operate the event IP in a new digital way.

In addition, in the operation of joint members, the two sides will create an immersive online experience for fans, fully connect with the stylistic, car owners and user membership systems such as shared bicycles on Alipay platform, jointly build a bilateral membership system, and provide exclusive NBA ID membership services for fans through the rich and colorful benefits and member rights provided by both sides.

As two companies with a sense of social responsibility, NBA China also works with Ant Group to fulfill its social responsibility in the field of public welfare. In 2021, the "NBA Care Action Basketball Dream School" project launched by NBA China was launched in Alipay "Ant Manor" for the first time, and more than 10 million users donated "loving eggs" in "Ant Manor". Then NBA China gathered the love of all users and donated funds for basketball-related sports in 80 rural schools in 10 provinces, autonomous regions and cities through the China Youth Development Foundation, so as to enhance the interest of rural teenagers in sports. Develop sports habits and promote the revitalization of rural talents and sports. In the follow-up, the two sides will continue to contribute to the development of sports, education and other public charities.

"NBA is a professional sports league that is willing to embrace innovation and technology, and we share a vision with Ant Group to bring rich and high-quality content services and consumer experience to fans through digital services, blockchain technology and convenient technology."

Ma Xiaofei, CEO of NBA China, said, "We hope that through this cooperation, fans can more easily experience the excitement and passion of NBA, and let more consumers love basketball."

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