The National Basketball Association (NBA) today (November 27, 2018) announced that they have reached a global partnership with the leading Chinese technology company, ByteDance, who operate a range of content platforms in China and around the world, such as TikTok, Toutiao and Xigua Video.
The multiyear partnership will see the two parties provide customized, short-formed mobile content to ByteDance’s global users beginning today.
ByteDance will use its artificial Intelligence technology to deliver NBA content to fans in China through its Douyin, Toutiao and Xigua Video platforms. The content will include daily NBA game highlights, behind-the-scene videos, photos and news throughout the entire regular season, NBA All-Star, the NBA Playoffs and the Finals.
Globally, NBA content will be available through TikTok, a short-form mobile video platform, the overseas version of Douyin. TikTok users in the U.S., Brazil, India, Indonesia, Japan and the Republic of Korea, will have access to select NBA content, including highlights and locally relevant and localized in-language NBA content.
“The NBA is thrilled to partner with ByteDance, one of the most innovative companies in the world and an industry leader in customized short-form content,” said Bill Koenig, NBA President, Global Content and Media Distribution. “This new partnership will help meet the demand that ByteDance’s hundreds of millions of users have for the NBA by intelligently integrating league content across ByteDance’s many platforms.”
“NBA content is very popular and highly sought after by our users. ByteDance has a strong international footprint of global platforms that empower creation and interaction, which allow users to present and consume the world's creativity, knowledge and moments that matter in everyday life. This makes ByteDance a great partner for NBA," said Liu Zhen, Senior Vice President of Corp Development at ByteDance. “Powered by artificial intelligence technology that enables intelligent discovery, our platforms TikTok, Douyin, Toutiao and Xigua Video are extremely well-positioned to meet the demands of users seeking to consume and interact with sports content on mobile platforms in a smart and efficient way.”
In China, NBA content is available on ByteDance’s platforms through the official accounts of the NBA and all 30 NBA teams, making Douyin, Toutiao and Xigua Video the Official Intelligent Distribution Content Platform of NBA China. Fans globally can use NBA-themed filters to share their passion and creative expression through videos on Douyin and TikTok.
In addition, the NBA will collaborate with ByteDance’s AI Lab on “Tech Features” that will include exploring the latest technology and innovation in artificial intelligence to further enhance the game for fans. The NBA will also work with ByteDance to create NBA-themed online campaigns to encourage fan participation and interaction such as challenges and customized stickers.
Founded in 2012, Bytedance is a technology company operating a range of content platforms that inform, educate, entertain and inspire people across languages, cultures and geographies. Its portfolio of applications is now available in over 150 markets and 75 languages, including Toutiao, TikTok, Douyin, News Republic, Vigo Video, Huoshan, Xigua Video, TopBuzz, BuzzVideo and FaceU.
In 2016, Bytedance established an AI Lab that builds on the company's dataset to develop state-of-the-art innovations in artificial intelligence.