Social media platform TikTok has announced a new global content partnership with the NBA and WNBA basketball leagues.
Through the multi-year partnership, the platform will help drive fans to live games and key NBA and WNBA moments through its TikTok GamePlan tool.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The partnership will also provide creators access to marquee NBA and WNBA events.
TikTok GamePlan is a product suite that allows sports teams, leagues, and broadcasters to “drive discovery and deepen fan engagement.”
An anchor link on NBA and WNBA content drives fans to dedicated in-app hubs where they can discover official accounts, check schedules, and find where to watch games.
Rollo Goldstaub, TikTok’s global head of sport, said: “This partnership shows how central TikTok has become to the way fans discover and engage with basketball around the world.
“As the NBA and WNBA share game highlights, creators and fans can join the conversation around the biggest moments in real time, and TikTok GamePlan carries that same discovery straight through to tune-in, giving fans a direct path from the feed to the broadcast.”
With searches of ‘NBA’ or ‘WNBA’ on TikTok, users can watch highlights, behind-the-scenes moments, and official content.
The NBA and WNBA have a combined 30 million followers across TikTok. Through this partnership, the platform becomes a home for NBA and WNBA digital content.
During the 2026 NBA Finals, the NBA leveraged TikTok GamePlan across two fan experiences: an in-app anchor and detail page that generated 497 million impressions and an NBA Finals search hub that delivered 426,000 referrals to watch games through the league’s Tap to Watch feature.
Bob Carney, NBA senior vice president of social and digital content, added: “TikTok has become one of the most powerful cultural platforms in the world, helping a new generation of fans discover the NBA and WNBA.
“This partnership gives us an even greater opportunity to meet those fans where they are with compelling content that celebrates the game and provides them with a seamless option to tune in to the live broadcast.”
TikTok has stepped up its activity in sports in recent months, announcing several new partnerships and renewals.
Most notably, the social media giant agreed a content tie-up with soccer’s global governing body FIFA, becoming the first-ever preferred platform for the 2026 men’s World Cup.
TikTok also extended deals with tennis’ ATP Tour, Major League Baseball, and the Aston Martin Formula 1 motor racing team.
As well as announcing its partnership with the NBA, TikTok yesterday unveiled a partnership with Most Valuable Promotions to provide live boxing coverage on its platform for the first time.
The short-form video platform will air the world title bout between Amanda Serrano and Lucrecia Manzur on August 21.
Earlier this month, TikTok also entered into a strategic partnership with WSC Sports, the sports-focused video content provider.
