Ant Group, the financial arm of Alibaba, one of China’s largest technology companies, has announced a comprehensive strategic partnership with NBA China. The partnership is set to involve cooperation in various areas such as video content, program broadcasting, and membership. This marks the first time that Alipay, the popular payment app owned by Ant Group, will offer NBA video content to fans in China. The collaboration also makes Alipay a strategic partner of NBA China in the digital life field.
As part of the partnership, NBA China recently launched an NBA channel on the Alipay platform, featuring user-generated content created by NBA China’s network of influencers and Alipay’s authorized content creators. This move is a significant milestone for both Ant Group and NBA China as it enables NBA content to reach a wider audience in China.
The strategic partnership between the two entities will cover various areas, including joint marketing campaigns, digital collectibles, and social responsibility initiatives aimed at engaging fans and communities. Ant Group will leverage its technology and platform capabilities to explore innovative digitalization models in the service sector, joint operations of membership, and innovative interactions. The aim is to build a young digital interactive platform for NBA fans in China and bring new services and interactions in sports to the digital era.
Ni Xingjun, chief technology officer of Ant Group and chairman of Alipay.com Co Ltd, commented on the partnership, saying that “bringing NBA’s high-quality content and content creators into our platform is an important step for Alipay to embrace the content ecosystem as an open platform.” This collaboration will allow Alipay to expand its content offerings, further strengthening its position as a one-stop-shop for all digital payment and lifestyle needs.
The partnership with NBA China is expected to benefit both entities in terms of revenue and market share. For Ant Group, it provides a unique opportunity to expand its user base and increase customer loyalty, while for NBA China, it provides a gateway to the vast Chinese market, giving fans access to high-quality video content and other initiatives.
Moving forward, NBA China and Ant Group plan to continue collaborating on digital engagement initiatives, including digital collectibles. With the partnership, the companies aim to drive innovation, enhance fan experiences, and bring about new opportunities in the digital era.