The NBA launched is reimagined official league app in the final week of September through an integrated campaign which described the software application as ‘The All-In-One Destination for NBA Fans of Every Team’.
The all new NBA App is a product developed by NBA Digital – the league’s joint venture with Turner Sports – and is free to download.
It comes with ‘a sleek new design’ and a first-of-its-kind ‘For You’ experience which includes content recommendations based on fan preferences and personalisation powered by Microsoft Azure and Azure AI.
The launch was promoted through a PR burst and a digital-first campaign running primarily across the league’s own channels and supported by its partners and media tie-ups.
Our reimagined NBA App is live – the all-in-one destination for NBA fans of every team.
Learn More ➡ https://t.co/O2mWvdz2kJ pic.twitter.com/WoWFHqRJe8
— NBA (@NBA) September 28, 2022
The reimagined global app includes entirely new personalisation features, content from every NBA game, features social-style vertical video, behind-the-scenes access to players and teams (powered by Microsoft – the NBA’s official cloud and AI partner), new and existing exclusive shows and series, live basketball from leagues around the world, plus partner and influencer content (including ticket promotions, prizes through predictive and sweepstakes-style NBA Pick’Em fantasy games, voting campaigns and other rewards), a new global membership program, an NBA ID, special access to and experiences and offers for various league benefits, low cost access to NBA League Pass and NBA TV Bundle and access to the NBA vault for free.
The app’s partner content includes a tidal wave of work produced by basketball and sports-highlight creators: including Turner Sports, Grant Hill and Greg Anthony, FanDuel, DraftKings, Action Network, Bleacher Report, plus influencer input from the likes of Thinking Basketball’s Ben Taylor, Jesser, Kris London, Lethal Shooter, Devin Williams, Tristan Jass, and more focused on fashion, lifestyle and NBA culture both on and off the court.
Live programming and social-style content offers a ‘Gameday Experience’ space where users will be immersed in game-day content, live access to streams of all pregame and postgame NBA press conferences and media days, new streams like CrunchTime and NBABetStream, plus content series looking at the lifestyle, culture, fashion, music and more around the game and off the court, including NBA Kicks, NBA Fits, Jersey Drop, Ride Along, Celebrity Row and NBA Ink, among others.
One of the exclusive original programming series is a new seven-episode docuseries telling the story of the Golden State Warriors’ journey to the 2022 NBA championship called ‘Gold Blooded’.
Draymond knows there's nothing like coming out victorious on that NBA Finals stage
Watch Ep 1 of 'Gold Blooded' Live Now on the NBA App ➡ https://t.co/TOTa6k1v2Y pic.twitter.com/2wbQxz9gAx
— NBA (@NBA) September 28, 2022
How would you like to hear a story about basketball?
A @warriors' championship run years in the making.
Watch Ep. 1 of 'Gold Blooded' NOW on the NBA App:
➡ https://t.co/TOTa6jJUbq pic.twitter.com/v1ZBR02f8z— NBA (@NBA) September 27, 2022
“Launching our new NBA App and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings,” said NBA Executive Vice President Of Direct-to-Consumer Chris Benyarko, “We are thrilled to deliver a reimagined product that will enhance and personalize the way NBA fans engage with the league on a daily basis.”
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