NBA signs digital media partnership in India

North American basketball league the NBA has agreed a partnership with Times Studio, a digital video content subsidiary of Indian media company Times Internet.

The partnership, terms of which were undisclosed, will deliver game highlights and original programming to Indian fans through Times Internet platforms.

Times Studio will produce short-form videos focusing on on-court storylines, player profiles, and the history of the NBA, along with original localised content concerning basketball culture in India and teaching the sport to new fans.

Times Studio will also launch NBA-dedicated sections on and which will feature extensive coverage of the league by Times’ editorial team.

India is a growing market for the NBA and commissioner Adam Silver said in February that the league hopes to take a pre-season game to India “relatively soon”. The NBA is building up its presence in the country and last year opened its NBA Academy India at the Jaypee Greens Integrated Sports Complex in Greater Noida.