# X Pronounces Expanded Content material Partnership With The NBA

Because it continues to develop its slate of authentic content material, X has introduced a renewal of its partnership with the NBA, which can see the NBA proceed to share unique content material to the platform.

As per X:

“X serves as a vibrant group for NBA followers, the place stay sport commentary turns into a shared expertise. Followers worldwide work together, react, and interact with every play, making a collective expertise that goes past watching, fostering unity and deepening their connection to basketball.”

X says that its new, multi-year partnership with the NBA will introduce “new, progressive experiences in 2025 and past”, with extra information on these updates coming quickly.

That might see X add an NBA portal, just like its NFL portal activation, which makes it simpler to trace actual time match, and get the newest standings and stats information, in-stream.

The deal will assist to make sure that X stays a key platform for discussing NBA information, which stays a key supply of engagement for the app.

Certainly, again in September, X reported that “Sports activities” are essentially the most mentioned matter within the app, notably beating out “Politics” by a big margin.  

That is the place X continues to steer potential challenges, in that it’s the place to be for the newest, up-to-the-minute discussions on real-time occasions, with sports activities followers, specifically, growing ordinary engagement behaviors, and robust communities, aligned to the app.

And that’s going to be troublesome for any potential challenger app to beat. Whereas X and Bluesky have emerged as potential options, X stays the primary focus for a lot of topical discussions, and these communities have up to now confirmed very troublesome to shift from the app.

As famous, the enlargement of X’s NBA deal is the newest in its evolving slate of unique content material, which it’s constructing over time, although it has seemingly gone slower than anticipated.

Earlier this 12 months, X CEO Linda Yaccarino made an enormous present of saying that X was now a “video first” platform, which appeared to point that it could be making a much bigger push on video content material this 12 months. And whereas it has had some success with unique programming from Tucker Carlson and Jim Rome, amongst others, it additionally introduced, then scrapped a take care of former CNN presenter Don Lemon (after a tense interview with X proprietor Elon Musk), whereas it additionally introduced an unique content material take care of Paris Hilton, which is but to yield any programming,

However it has now confirmed that Khloe Karadashian’s new video podcast is coming, after saying a take care of the star again in June.  

So possibly these items simply take time, although it does appear odd to announce that your platform is now “video first”, then make no important adjustments to its format or strategy.

Possibly 2025 is the 12 months of X video, and possibly this expanded take care of the NBA is only the start of a brand new push to get extra individuals spending extra time with the platform’s video content material.