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NBA seals Sina Weibo partnership

The Chinese division of North American basketball league the NBA has entered into a multi-year partnership with Chinese social media platform Sina Weibo.

The partnership will result in game highlights and original programming being streamed by Sina Weibo, which will serve as NBA China’s official social media platform.

Sina Weibo will deliver daily game highlights, photos and statistics, as well as live-streamed NBA events in China and behind-the-scenes access from regular-season games.

Sina Weibo and NBA China will also co-produce original NBA-themed programs that will be featured on NBA China’s official accounts on Sina Weibo and video-sharing platform Miaopai. The programs will also feature on the Weibo Sports and Weibo Basketball accounts on the two platforms.

The deal comes after Sina Weibo’s parent company, internet company Sina, last year lost its NBA digital broadcasting rights to rival Tencent. Sina will now work with the NBA through its Weibo network.