ByteDance, a content platform has entered into multi-year partnership with the National Basketball Associaton (NBA). ByteDance will share NBA highlights, behind-the-scene videos, photos and news in and outside China through AI driven video platforms owned by ByteDance – Tik Tok (aka Douyin), Toutiao and Xigua.

Tik Tok is a global app for sharing videos. Through TikTok, short form mobile videos would be available in the US, Brazil, India, Indonesia, Japan and the Republic of Korea.

In China, NBA content is available on ByteDance’s platforms through the official accounts of the NBA and all 30 NBA teams, making Douyin, Toutiao and Xigua Video the Official Intelligent Distribution Content Platform of NBA China, the press release said. 

ByteDance’s expansion

Founded by Zhang Yiming in 2012, ByteDance is a Beijing-based tech company recently valued at $75 billion surpassing Uber Technologies, reported BloombergNBA’s President for Global Content and Media Distribution, Bill Koenig said that this partnership would help meet the demand that ByteDance’s hundreds of millions of users have for the NBA. 

Last year, Bytedance bought Musical.ly for around $800 million and was merged into Bytedance’s own Douyin service as TikTok.

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