US basketball’s elite NBA has renewed its partnership with broadcast software company Evergent Technologies, and has made a strategic investment in the company.

Since 2022, Evergent has supported the NBA in the expansion of its NBA League Pass, which now operates in over 185 global markets as the competition’s primary direct-to-consumer platform.

Evergent utilized its own subscriber lifecycle management system and its multi-device crosss-platform viewership software to help aid that growth, with the NBA now claiming that a majority of League Pass subscribers now come from outside of the US.

Now, the NBA has taken a minority stake in the business as a means of further enshrining that collaboration.

Speaking on the renewed partnership David Lee, head of NBA investments, commented: “Personalization is a key priority for the league and our investment in Evergent will enable us to deliver tailored options for NBA League Pass subscribers.

“We’re excited to support the company’s growth and strengthen our collaboration.”

 Evergent founder and chief executive Vijay Sajja added: “The future of sports streaming is in crafting personalized fan experiences that deliver unique value and foster loyalty.

“We've seen the powerful impact of our platform on League Pass's global growth and flexibility for subscribers, and we're excited to continue innovating together to deliver even more sophisticated features that elevate fan experiences worldwide."

Indeed, the idea of meeting global fans where they consume their content is key to Evergent’s collaboration strategy.

This was outlined by Evergent regional strategy director Estibaliz Rodero in an op-ed written for Sportcal (GlobalData Sport) in July 2025.

Rodero said: “For all the talk of global audiences, the reality is that sports streaming requires a local approach. Payment habits, infrastructure, mobile access, and even the perceived value of sport vary wildly across regions. In the Middle East, voucher-based systems still drive acquisition. In Asia-Pacific, sports streaming has been dominated by broadcasters. Sports D2C has a ripe opportunity in that region.

“Expanding into new markets means offering language localization, data-backed acquisition strategies, and region-specific pricing – including time-limited promotions, local league calendars, or public holidays. In one instance, a MENA-based platform we work with was able to double subscriptions after launching with tailored access tiers and promotions centered around Ramadan - this type of agile, data-driven, and culturally-nuanced marketing is crucial.

“The platforms that succeed aren’t just those with the best content or slickest UX. They’re the ones that treat each market as a new challenge with different behaviors, cultures, and fan expectations.”