The brand new season of The Massive 3 basketball competitors has begun, and X has secured unique internet hosting rights, which it’s now pitching to advertisers as a invaluable alternative.

And with WNBA chatter within the app up by greater than 500% year-over-year, there could possibly be potential for associated promotions within the app, with over 25 Massive 3 video games airing reside on the platform.

As per X:

“Now in its seventh season, the BIG3 has attracted a big following, with bigger summer time viewership in comparison with different main sports activities leagues together with the WNBA, NHL, and MLS.  In the course of the 2022-2023 season, the BIG3 averaged 515,000 reside viewers per recreation on CBS. In-person attendance broke BIG3 data with a median of 15,000 attendees per week. This engaged viewers combines with the BIG3’s distinctive ruleset to supply a one-of-a-kind likelihood for advertisers who wish to attain the BIG3’s rising viewers.” 

Look, I don’t know the way invaluable The Massive 3 truly is as a tie-in occasion for manufacturers, showcasing retired NBA gamers lumbering across the half courtroom. Don’t get me unsuitable, a few of them are distinctive athletes, and there’s clearly a stage of nostalgic worth to seeing these gamers compete another time.

Nevertheless it’s not on the identical stage of the NBA, and its viewers gained’t have the identical resonance, in a promotional sense.

Besides, half 1,000,000 individuals tuning in final season is critical, and throughout the NBA offseason, with out different basketball choices, it might be a invaluable consideration.

I’m unsure it does a heap for X’s broader pitch as a video-first platform, however it’s one other step, which can be price paying attention to.