NBA faucets Tencent Music Leisure for audio content material partnership

QQ Music platform to offer official NBA podcasts.

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  • Amateur podcasters are given the opportunity to create NBA content
  • NBA fans get a special QQ Music subscription offer

The National Basketball Association (NBA) has entered into a new content partnership with the Chinese music streaming service provider Tencent Music Entertainment (TME).

Under the new agreement, TME’s QQ Music platform will host a range of official NBA podcasts, as well as host a podcast creation contest for amateur podcasters. There will also be a special subscription for NBA fans that offers the chance to win tickets among other offers.

Musicians are also expected to work with the NBA and TME to promote league events.

QQ Music, a freemium music streaming service, is a joint venture between TME and audio streaming giant Spotify. The Swedish company has a stake in TME together with the majority owner of the Chinese technology group Tencent. Along with KuGou and Kuwo, QQ is one of the most popular streaming apps in China.

The deal continues the NBA’s lucrative sponsorship operation. In June, a study by the IEG found that the league and its 30 teams generated a record $ 1.46 billion in sponsorship revenue in the 2020/21 season. This corresponds to an increase of six percent compared to 2019/20.

IEG added that league-level partnerships were the main driver behind the increase in sales, with the NBA signing 13 new contracts. It added that league-level sponsorship spending has increased nearly 50 percent since the 2017/18 campaign.