Canadian digital entertainment company BroadbandTV (BBTV) and the National Basketball Association (NBA) have announced their partnership in creating the NBA Playmakers YouTube channel which will be a platform for customized content and original shows.
The channel will offer original programming featuring NBA players and popular digital influencers, and the partnership will enable network creators to attend exclusive league events to develop behind-the-scenes content.
“This community of creators has become part of the NBA family and has helped us connect with fans in a new way,” said Jeff Marsilio, NBA Senior Vice President, New Media Distribution. “We’re excited to launch this channel to further reach and engage our passionate fans through unique content.”
Not only is the NBA aiming to engage their own fans, but to expand their fanbase by bringing digital celebrities and their fans into the fold. Shows will be jointly produced by BBTV and the NBA in addition to influencer-produced content. Influencers include basketball-driven YouTube creator, Devin Williams, who has 386K subscribers and 1.4M monthly views.
“My YouTube channel ‘In the Lab’ is all about inspiring and motivating people through basketball. I’m excited to partner with BBTV and the NBA to create high caliber content to engage with our community and fanbase.”
The programming is not just about basketball, as it ranges from NBA culture, to fitness, to fashion, and even gaming in order to appeal to a larger audience. Playmakers shows include “Best of Sneakers”, a series focusing on the best sneakers of all time, and “Jump Start”, a fireside chat that touches on iconic moments with a comedic edge.
“We continue to build and grow NBA Playmakers to become the strongest digital ecosystem for the basketball community and culture,” said Ben Pickering, VP of Strategic Business Development for BroadBandTV. “Producing compelling original content with professional athletes and top digital talent is an important strategic move for the NBA Playmakers brand and there is real value for all constituents, spanning digital influencers, NBA players, brands, advertisers and ultimately the viewer.”