NBA Launches Major Creator Program Expansion for 2024-25 Season

The NBA has announced the largest expansion of its creator program to date for the 2024-25 season, aiming to boost fan engagement through partnerships with digital creators across basketball, fashion, and other industries. This season’s initiative will feature popular creators like Kai Cenat and Drew Afualo, who will deliver behind-the-scenes content at marquee NBA events, including the Emirates NBA Cup and NBA All-Star Weekend.

The NBA also expands its partnership with WSC Sports, providing creators access to AI tools and 25,000 hours of NBA footage. This strategic move will empower influencers to create engaging content and leverage NBA assets for storytelling across social channels. Furthermore, the NBA continues its collaboration with Meta and Snapchat, enhancing fan experiences with immersive content and exclusive courtside coverage from over 100 creators.

Bob Carney, NBA Senior Vice President of Social and Digital Content, highlighted the league’s success with its creator program, which began in 2016, and its role in reaching new audiences. With last season generating over 650 million video views, the NBA expects to surpass those numbers by incorporating more creators and expanding into diverse content areas.

The league also intends to use its creator network to drive civic engagement, launching campaigns to encourage voter participation. This broadened approach demonstrates the NBA’s commitment to innovation in content creation and fan outreach while positioning itself competitively in the sports entertainment landscape. However, sustaining genuine fan connections amidst the growing complexity of digital engagement will remain a significant challenge moving forward.

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