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Popular digital creator Kenny Beecham and the Enjoy Basketball brand have expanded their content relationship with the NBA, the sides confirmed to Front Office Sports.
Enjoy Basketball, which Beecham cofounded with Cody and Cole Hock, previously had a three-episode pilot deal for Enjoy the NBA Trivia Show. It has been expanded into an eight-episode season, distributed across NBA TV, the NBA App, and Enjoy Basketball’s YouTube channel.
Other Enjoy Basketball content, including Small Ball with Kenny Beecham, Numbers on the Board, and T’d Up with Pierre Andresen will be distributed across NBA platforms. There will also be a special show, All-Star Weekend Crossover, at the NBA Crossover fan festival produced on-site during All-Star weekend in Phoenix.
Beecham and Andresen will regularly be featured as guests on NBA TV’s The Association. The deal also gives Enjoy Basketball the ability to use official NBA footage in its shows. Enjoy Basketball has 142,000 subscribers on YouTube and Beecham has over 200,000 followers on Instagram, more than 350,000 on TikTok, and nearly 600,000 on X/Twitter.
Asked how he manages the dynamic of having built his audience through authenticity versus now being an official partner of the league, Beecham told FOS: “We still pride ourselves on being the authentic version of ourselves. If we have some disagreements with how the league is run, we still have not shied away from talking about those things. I don’t think the league would even want us to do that, necessarily. They love the authenticity part of our show.”
He continued, “When I think about the fans, I kind of think about it like if you find an underground artist before they pop off. When they eventually sign to a big label or go on a world tour, those people that originally found you don’t just jump off the bandwagon—they may be more invested because they were there from the beginning. When we have these announcements, usually our core fan base is like, ‘Oh my God, look how far they’ve come.’”
Beecham said that some of his dream collaborations include Chris Paul, who he said is his favorite player of all-time, as well as LeBron James, and Ernie Johnson.
“Kenny and the Enjoy team have a unique ability to connect with fans through authentic, entertaining content and a genuine love of the game. Over the past year, we’ve seen how deeply connected they are to the NBA, both with players and fans, which makes them a great partner to celebrate basketball and build excitement around the moments and matchups that matter most,” NBA associate VP and strategic content initiatives lead Louis Gilbert said in a statement. “This season, we’re excited to expand Enjoy the NBA Trivia Show around key NBA tentpoles, collaborate on a new social series spotlighting national TV matchups and storylines, and create new opportunities to showcase their voices across NBA TV and the NBA App.”
