Eric Mandell — Paid Media News

TikTok Partners with NBA and WNBA to Deliver Exclusive In-App Basketball Content

Reported by Eric Mandell
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News

TLDR

TikTok has partnered with the NBA and WNBA to offer exclusive in-app content, capitalizing on nearly 30% growth in basketball interest on the platform.

TikTok announced partnership deals with both the NBA and WNBA to distribute exclusive content through the app, including material from marquee events like All-Star games and in-season tournaments. Per the platform, basketball interest on TikTok has surged since the start of 2026, with NBA searches up nearly 30% and WNBA up 15%, while 64% of women's basketball fans cite TikTok as their preferred destination for updates. Social Media Today notes that the leagues' combined 30 million TikTok followers will gain access to dedicated hubs and curated content designed to drive engagement and live game viewership.

Topics:Social Media MarketingTools & Platforms
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