Basketball fans on TikTok will soon see more NBA and WNBA highlights. The platform’s new partnership brings exclusive content and AI-powered ad options. Sports creators gain access to major league events.
TikTok is expanding its sports content strategy with a multi-year partnership that brings NBA and WNBA highlights, behind-the-scenes footage, and player interviews directly into its app. The move is designed to deepen engagement among basketball fans and offer new opportunities for creators and advertisers within TikTok’s “GamePlan” sports hub.
According to TikTok, the partnership will allow select creators to attend marquee NBA and WNBA events, capturing exclusive content for distribution on the platform. Official league accounts and affiliated creators will share game highlights, event access, and interviews, all discoverable through the GamePlan hub. This hub aggregates content from leagues, teams, and sports-focused creators, while also providing live event schedules, standings, and ticket information.
Internal data from TikTok shows that searches for “NBA” and “WNBA” have risen 30% and 15% respectively since the start of the year. The company reports that one in three users on the platform is interested in NBA content, and 64% of female users consider TikTok their primary source for sports coverage. Combined, the NBA and WNBA official TikTok accounts have attracted 30 million followers.
Advertisers will also benefit from the partnership through TikTok Pulse Premiere, which offers AI-powered ad placements alongside premium sports content. The company says this integration is aimed at brands seeking to reach basketball fans in a highly engaged environment.
TikTok’s push into sports content comes as video platforms compete for audience attention and advertising dollars. The company has previously partnered with organizations such as FIFA, ATP, Major League Soccer, Aston Martin's Formula One team, the PGA Tour, the British Olympics and Paralympics teams, and the New York Yankees. For comparison, other platforms are also building direct ad pathways for sports and gaming audiences, as seen in initiatives like PubMatic and Zynga’s collaboration on in-game promotions.
