TikTok introduced new partnership offers with the NBA and WNBA on Thursday to supply unique content material within the app.
Basketball is rising in reputation on TikTok, and the corporate is trying to join with that fanbase and drive extra sports activities engagement by collaborations corresponding to these.
As defined by TikTok: “The worldwide basketball neighborhood is prospering on TikTok, with world curiosity for ‘NBA’ and ‘WNBA’ up almost 30% and 15%, respectively, because the begin of 2026. This development displays the broader momentum of basketball on TikTok, the place one in three customers have an curiosity within the NBA.”
TikTok added that followers of ladies’s basketball specifically are turning to the platform for updates, “with 64% selecting TikTok as their go-to vacation spot.”
“NBA and WNBA content material reaches followers globally, with a mixed 30 million followers throughout TikTok,” the corporate stated. “Via this partnership, TikTok turns into a house for NBA and WNBA content material, giving followers entry to the moments, tales, and personalities that outline the leagues.”
These new offers will see each leagues publish unique app content material from marquee occasions, together with All-Star video games and in-season tournaments.
This might even have a major influence on reside sport viewing and engagement due to the way it leans into evolving sports activities consumption behaviors.
In response to earlier insights from TikTok, round 59% of its customers discover watching sports activities content material within the app extra entertaining than watching precise video games. TikTok additionally stated basketball fans are 42% extra more likely to tune in to reside video games after watching in-app sports activities content material.
Utilizing TikTok’s GamePlan providing, each leagues will have the ability to publish content material that drives followers to devoted in-app hubs, the place they’ll have the ability to uncover extra associated content material, and dig deeper into league engagement within the app.
