The deal is the telecommunications company’s first with a North American sports league and makes Migu, which is owned by China Mobile, the NBA’s official telecom carrier immersion platform in China.
Migu will also become the official marketing partner of the NBA China Games, and will design and sell NBA and Migu co-branded lifestyle merchandise to China Mobile customers as part of the agreement.
“We are thrilled to start our relationship with China Mobile, Migu and their various media platforms,” said NBA China chief executive Derek Chang.
“This new partnership provides us with the opportunity to tap into Migu and China Mobile’s expansive reach and help us continue to grow the game of basketball in China.”
In Hong Kong and Macau, Migu will broadcast live NBA games during preseason, the regular season, playoffs and finals, as well as the NBA All-Star game and season draft.
Migu will carry the NBA’s 24/7 dedicated channel, NBA TV, on its platforms, in addition to original NBA programming including NBA Awards and NBA Action.
The company, which owns China’s largest library of digital content, will also help to grow Jr. NBA – the league’s global youth basketball program for boys and girls – in China.
“The cooperation between Migu and the NBA is China Mobile’s important step to increase the cooperation with top international content companies and jointly create a high-quality content platform with them,” said Qin Jian, vice president of China Mobile Communications.
“The NBA is one of the most popular sports leagues in China and has connected with Chinese fans through the game of basketball for 40 years.
“We believe that we can leverage each other’s advantages in premium content production and media operations to bring a higher-quality experience to millions of domestic users.”
Similarly, the NBA has signed a separate marketing agreement that will make the telecommunications manufacturer Vivo its official content partner in the Philippines.
Meanwhile, the sports betting operator Supermatch has also become the NBA's first official gaming partner in Uruguay and Latin America.