The NBA has launched a redesigned app with personalized content to encapsulate fans of every team, where they can engage with the league, its teams, and players. Powered by a new integrated digital platform built in partnership with Microsoft, the league’s cloud, and an AI partner, the new app will let fans’ interests drive the content they receive.
The app is free as it seeks to draw as many people as possible in order to capitalize on the sport’s huge global fan base. In a recent press briefing, Chris Benyarko, NBA executive vice president of direct-to-consumer, told reporters that the goal of this project is for fans to have better and easier access to their favorite content. By forming a direct relationship with fans, the NBA executives expect to get to understand them better and better.
“What makes this app unique in the sports world is that it’s both a deeply personalized experience and an all-in-one destination,” said Benyarko. “We think this platform makes it easy to be an NBA fan. It allows people to immerse themselves in what’s happening with the league. And there is much more to come.”
One of the app’s main objectives is to collect as much information about fans as possible, which can contribute to generating other new streams of income. The NBA also expects the app to help sell merchandise, and tickets to games and even drive gamers to play fantasy basketball. The league also created a membership program where fans can vote on jerseys and awards and get access to premium content on the app.
Gold Blooded, a new docuseries that follows the story of the Golden State Warrior’s 2022 NBA championship season, is featured on the app. Fans who download the new app will also get access to archives of famous games and influencer content, such as that of Ben Taylor, who runs the YouTube Channel Thinking Basketball and hosts the homonymous podcast.
Although the NBA app won’t be able to show full live games, some live-action clips will be accessible to fans through the app. The project could also drive more subscribers to NBA League Pass, a streaming service that lets fans watch games other than their home teams. The NBA recently cut the price of a standard subscription, and the NBA League Pass will be integrated into the new app.