China has been one of the NBA's most profitable overseas markets since the league entered the country in 1987. (Photo : Reuters)
Tencent has signed an agreement with the National Basketball Association (NBA) to become its exclusive online partner in China, making the Chinese online media giant the NBA's largest international digital partner to date.
The exclusive five-year deal will allow Tencent to offer for the first time in China the NBA's League Pass, a paid service that allows subscribers to watch NBA preseason and regular season games live or on-demand online, the company said in a statement on Friday.
Further, NBA live games and other content will also be made available via Tencent websites and mobile apps such as QQ and Weixin.
"This groundbreaking partnership will reach hundreds of millions of daily users across Tencent," said David Shoemaker, CEO of NBA China.
"As the popularity of the NBA continues to soar in China, our fans will receive unprecedented NBA content, interactive gaming, customized communities and merchandise."
Currently, several online channels offer NBA games and other related programs in China. But under the recent agreement, which will take effect on July 1, Tencent will be the only channel to offer NBA content, the company said.
Financial terms of the deal were not disclosed.
"The NBA represents both a widely followed sport and an active healthy way of life in China," said Martin Lau, president of Tencent. "We look forward to working with the NBA league, teams, and players to further enhance the sport's profile and popularity."
"NBA fans in China are among the most passionate and knowledgeable basketball fans in the world, and we are thrilled to expand our partnership with Tencent," said NBA Commissioner Adam Silver, adding that the Chinese company's "extensive reach will give our fans unparalleled access to the league and its teams."
Tencent's alliance with the NBA comes after a series of efforts by the company to provide more entertainment programs to China's more than 600 million Internet users.
In December, Tencent announced a deal with Sony Music Entertainment that makes it the exclusive online distributor of Sony's extensive music library in China, following a string of similar deals with Time Warner, HBO and Warner Music Group in November.
