"But this year, the event was as much about the league's partnership with content creators as it was on-the-court talent. More than 200 global creators took part in the events Thursday through Sunday, facilitated by the league. It showed the NBA appears more than happy to partner with content creators rather than limit their game access to wall off the value of live rights where the league makes most of its money."
""The NBA has a long history of collaborating with talented creators who share our commitment to bringing the excitement of our games and events to fans around the world," NBA Senior Vice President of Social and Digital Content Bob Carney said in a statement. "We're thrilled to join forces with more creators than ever at NBA All-Star, providing opportunities for them to be active participants across virtually every event and deliver engaging content that showcases this marquee NBA event to different audiences.""
At All-Star weekend the NBA facilitated participation by more than 200 global content creators across events, signaling an embrace of creator partnerships alongside live competition. The league appears willing to grant creators access rather than wall off live-rights value. A new 11-year, $77 billion media-rights package with Comcast's NBCUniversal, Disney and Amazon underpins the business model. The NBA aims to balance a growing creator ecosystem with traditional game viewing that drives revenue. Executives highlighted long-standing collaboration with creators and plans to provide broad event access. Commissioner Adam Silver framed the sport as highlights-driven and pointed fans to Instagram, TikTok, X and YouTube. Social engagement carries risk given reliance on live-game revenue, while the media deal has helped push team valuations higher.
Read at www.cnbc.com
Unable to calculate read time
Collection
[
|
...
]