TikTok Announces Global Content Partnerships with NBA and WNBA
TikTok announced on Thursday new partnership deals with the NBA and WNBA to offer exclusive content within its app. The collaborations aim to capitalize on basketball's growing popularity on the platform, with global interest in the leagues up significantly since early 2026. Both leagues will post exclusive content from events like All-Star games and in-season tournaments, leveraging TikTok's GamePlan tool to drive fan engagement.
TikTok announced on Thursday new partnership agreements with the National Basketball Association (NBA) and the Women's National Basketball Association (WNBA), designed to deliver exclusive content within the app. The move reflects basketball's surging popularity on the platform and TikTok's broader strategy to deepen sports engagement through strategic collaborations.
According to TikTok, the global basketball community is thriving on its platform. Since the start of 2026, worldwide interest in 'NBA' and 'WNBA' has climbed nearly 30% and 15%, respectively. The company further noted that one in three TikTok users expresses an interest in the NBA, underscoring the sport's resonance with its audience.
Women's basketball, in particular, has found a dedicated following on TikTok. The company stated that 64% of women's basketball fans choose TikTok as their go-to destination for updates, highlighting the platform's role in shaping how fans consume the sport.
In a statement, TikTok emphasized the scale of the leagues' presence on the app: "NBA and WNBA content reaches fans globally, with a combined 30 million followers across TikTok. Through this partnership, TikTok becomes a home for NBA and WNBA content, giving fans access to the moments, stories, and personalities that define the leagues."
Under the new deals, both leagues will post exclusive app content from marquee events, including All-Star games and in-season tournaments. This content strategy is expected to significantly influence live game viewing and engagement, aligning with evolving sports consumption behaviors.
Previous insights from TikTok support this approach. Around 59% of its users find watching sports content within the app more entertaining than watching actual games. Additionally, basketball fans are 42% more likely to tune in to live games after viewing in-app sports content, according to TikTok's data.
To facilitate deeper fan interaction, both leagues will utilize TikTok's GamePlan offering. This tool enables organizations to post content that directs fans to dedicated in-app hubs, where they can discover related content and engage more thoroughly with league coverage. The partnerships mark a significant step in TikTok's efforts to integrate sports content into its ecosystem, potentially reshaping how fans follow professional basketball.