Twitter is hoping to bring more basketball fans to its court through a partnership with the National Basketball Association for exclusive live programming.
The league and social network are teaming up to live-stream a new weekly NBA pregame show that will be delivered exclusively to Twitter users, the pair said Tuesday. The show will feature elements designed to stimulate and integrate with users' conversations on Twitter.
"We're excited about bringing live content to Twitter, which has proven to be an ideal destination for real-time sports conversations," NBA Commissioner Adam Silver said in a statement. "We've seen technology bring fans closer to our game, teams and players in ways we could have only imagined a decade ago. This expanded partnership will help feed our fans' growing demand for the NBA by more deeply integrating the league across Twitter's many platforms."
The partnership is part of Twitter's bid to attract more of the nation's mammoth sports-loving demographic amid stagnant growth of the social network's user base. This isn't the first such content deal for Twitter; the company already struck an agreement for National Football League streaming rights in April, beating out Amazon and Verizon.
Twitter has also previously made a play for sports fans with content that accompanies live sporting events. During the Wimbledon tennis tournament earlier this month, the company pinned live footage of interviews and game analysis from the tennis matches to the top of its "Live" page.
As part of the deal, the NBA plans to announce another show that will stream exclusively to Twitter users. The NBA also plans to produce more videos from major events, including the NBA All-Star game, the NBA playoffs and NBA draft that will feature player Q&As and behind-the-scenes access.