NBA, Times Studio join hands to promote basketball

NBA, Times Studio join hands to promote basketball - InsideSport

The National Basketball Association inked a partnership deal with Times Group’s digital video content company Times Studio to deliver game highlights and produce original programming for fans in India through Times Internet Limited platforms that reaches to more than 45 million unique visitors each month.

As part of the partnership, Times Studio will deliver short-form videos focusing on on-court storylines, player profiles, and the history of the NBA, and will also produce original localized content exploring basketball culture in India and teaching the game to new fans. Additionally, Times Studio will launch NBA-dedicated sections on and, featuring extensive coverage of the NBA by Times’ editorial team.

“We are excited to partner with the Times Studio to bring original, localized NBA content to our growing fanbase in India. The Times Group has a proven track record of developing and producing engaging content that resonates with audiences, making them an ideal partner to help us further connect with our fans,” said NBA India Senior Director of Content and Media Distribution, Mairu Gupta.

“We are thrilled to partner with the NBA to create and deliver impactful stories of the game for our young audiences across these two digital platforms. This partnership will feed the fans’ growing demand for the game and expose our existing audience to the world of the NBA,” said Times Studio CEO Rajesh Bahl.

Earlier, the NBA had entered into a content partnership with digital media company Culture Machine in India to produce and deliver game highlights and original programming to fans in India through several NBA and Culture Machine platforms. Fans can access the content for free through the NBA App, Being Indian, Put Chutney, Viva, and Blush.