Ant Group and NBA China partner up to create

   2023-02-21 09:02

Ant Group and NBA China have started a comprehensive strategic collaboration to create original online content and customised consumer experiences on Alipay for NBA fans in China and users on Ant Group’s platforms.   

Through the collaboration, Ant Group and NBA China will develop original video content, joint membership, NBA mini-programme, joint marketing campaigns, digital collectibles and social responsibility initiatives to engage fans and communities. The collaboration marks the first time for NBA fans in China to gain access to NBA video content on Alipay.

As part of the collaboration, the two sides will also launch an NBA content matrix on the Alipay app. On 15 February, NBA China launched an NBA channel on the Alipay platform, with a range of user-generated content created by NBA China’s network of influencers and Alipay’s authorised content creators, to further connect NBA with business partners and fan communities.

“Bringing NBA’s high-quality content and engaged content creators on to our platform is an important step for Alipay to embrace the content ecosystem as an open platform. We will also leverage Ant Group’s technology and platform capabilities and work closely with the NBA to explore creative digitalisation models in the service sector, joint operations of membership and innovative interactions. We hope to build a young digital interactive platform for NBA fans in China and bring in new services and interactions in sports in the digital era,” said Xingjun Ni, chief technology officer of Ant Group and chairman of

“We have a common vision with Ant Group, which is to bring rich and high-quality content services and consumer experience to fans through digital services, blockchain technology and other user-friendly technologies. Through our cooperation with Ant Group, more fans will be able to experience the excitement and passion of the NBA more conveniently than ever before,” said Michael Ma, CEO of NBA China.

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Furthermore, Ant Group’s platform for digital collectibles, Topnod, has collaborated with NBA China. Beginning last year, NBA has been leveraging Topnod’s technology services to provide fans with Spring Festival themed digital collectibles. Ant Group will continue to collaborate with NBA China on digital engagement initiatives including digital collectibles, said the release.

MARKETING-INTERACTIVE has reached out to Ant Group for additional information.

Back in December last year, James Cameron’s Avatar: The Way of Water partnered with Alipay Ant Forest | Fantastic Ocean, an interactive mini-programme within the Alipay app to launch a social good campaign in China that encouraged the public to learn more about marine ecosystems and conservation.

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