Social media’s relationship with the NBA has long been entrenched. Now the league is partnering on a new portal on X, the social media platform formerly known as Twitter that is majority-owned by Elon Musk.
A representative for X confirmed the news exclusively to Front Office Sports.
The portal launched Wednesday, and features a curated feed of NBA-related accounts (such as teams, networks, reporters, and creators), a hub for fan engagement for users to participate in live discussions, and a one-stop-shop for live scores and stats and where to watch the games live.
The NBA has placed a specific emphasis on social media engagement over the years. A spokesperson for X said that NBA posts on the platform generated 173 billion impressions and 14 billion views last season. As of the midway point this season, video views were up 23% compared to last season.
“X has always been the go-to platform for real-time NBA conversation, and the NBA Portal takes this to the next level for both fans and brands,” X’s global head of strategic partnerships Amy Elkins said in a statement. “We are focused on expanding premium sports experiences globally and are thrilled to capture the excitement of the NBA community in another one-of-a-kind portal experience.”
The NBA’s SVP and head of new media partnerships Linda Pan said, “With the NBA Playoffs tipping off soon, we are excited to launch the NBA Portal on X. Through the NBA Portal, fans will have an interactive and complementary experience to watching live games.”
X has previously partnered with the NFL on a similar portal.
The X spokesperson declined to comment on inquiries about the financial arrangement with the NBA on this partnership, or provide specific engagement stats from the NFL portal.
The NBA play-in tournament kicks off April 15, and the playoffs begin April 19.
