Times Internet Limited (Indiatimes)*, BCCL’s Internet & Mobile company, has partnered with the National Basketball Association (NBA), to launch a section dedicated to the sports league on the Times of India Website and Indiatimes.

This is not the first time when the NBA has tried to make inroads into the Indian market. It had launched Internet and mobile versions of its India specific website nba.com/India in December 2009, which is still a watered down version of nba.com. The site features Indian bloggers Akshay Manwani and Karan Madhok. We also couldn’t locate any Hindi content, which the NBA had initially launched in India.

At the time of writing this post, we found that the Indiatimes home page lists NBA under its ‘New Sites’, however it links out to nba.com/India, and there isn’t any content on Indiatimes itself. The Times of India’s website has an NBA section, with agency reports and video clips from NBA.com. The NBA India page has a prominent banner for Indiatimes as a Featured Partner.

According to a statement from the company, the NBA section will provide daily updates on the latest NBA news and scores, and will feature original columns from Times Group journalists. Daily video highlights, photo galleries and articles from NBA analysts will also be offered, in addition to features on the league and its players. Journalists from the Times Group will travel to the 2011 NBA Finals for coverage. However, it seems that the tie-up does not include live-streaming rights. NBA games are broadcasted in India on tv networks Ten Sports and Sony Pix, and streamed on NBA.com.

This is the second non-cricket sports content partnership in recent memory announced by Indiatimes: last year, the company had inked a deal with Everton Football Club, but for mobile content. We didn’t notice any push for Everton content during the recently concluded English Premier League season. Indiatimes and its consortium partners also won global rights to the Indian Premier League for Internet, Mobile, Radio and Television (for certain territories) for the four year period 2011-14.

Disclosure: Indiatimes is an advertiser with MediaNama