NBA China is collaborating with Alibaba Cloud to transform fan engagement processes. The new, multi-year partnership will reimagine how fans in China experience and engage with the NBA through artificial intelligence (AI) and cloud technologies.
Alibaba Cloud will develop innovative applications to enhance live game viewing and other fan engagement experiences, including in conjunction with NBA All-Star, the NBA Playoffs and the Finals.
The deal sees Alibaba Cloud become NBA China’s official cloud computing and AI partner.
NBA China nets transformative digital partnership
The collaboration was announced by Joe Tsai, Alibaba Group chairman and Brooklyn Nets governor and Mark Tatum, NBA deputy commissioner and chief operating officer ahead of The NBA China Games 2025.
NBA China will utilize Alibaba Cloud’s AI and cloud computing services to support a wide range of digital fan engagement initiatives, including the development of a proprietary AI model for NBA China based on Alibaba’s Qwen series of foundational models.
The proprietary AI model, fine-tuned with the league’s range of digital assets, will provide NBA App users in China with engaging content including real-time game highlights, historical basketball data, player insights and interactive discussions on trending basketball topics, according to a press release.
Alibaba Cloud will also debut a Real-Time 360 Replay Solution at The NBA China Games 2025, providing fans with AI-powered visual enhancements to replay highlights. Powered by Alibaba’s AI algorithms, the system tracks player movements and generates a visual presentation of high-quality frames to highlight key plays through a spherical view.
“It is an exciting time at the intersection of sports and technology,” said Tsai. “AI and cloud technologies are enablers of connection – between player and fan, brand and consumer, global vision and local culture. By collaborating with NBA China and introducing Alibaba’s latest innovations, we are here to excite NBA fans through the enablement of exceptional experiences that they’ve never seen before.”
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Transforming fan experience for years to come
Further ahead, the multiyear collaboration will enable NBA China to leverage Alibaba Cloud’s infrastructure to host its digital destinations, including the NBA App, the league’s official website in China and NBA China mini programs. In addition, NBA China will utilize Alibaba Cloud’s intelligent analytical tools to generate data-driven insights to enhance its fan engagement efforts.
“Our collaboration with Alibaba Cloud reflects our commitment to using the latest technology to engage the hundreds of millions of NBA fans in China in new and creative ways,” said Tatum. “We look forward to working with Alibaba Cloud to transform how fans across the country watch and experience the game in the years to come.”
Recent research by Grant Thornton found that organizations that center digital transformation around customer experience (CX) see clearer paths to revenue growth.