• by Sara Guaglione , August 31, 2016

Digital media startup PressPlay has landed a deal with NBA star Stephen Curry to launch its platform, which provides fans with exclusive content from celebrities.

The idea is that Curry, a two-time NBA MVP and Golden State Warriors point guard, will use the PressPlay platform to expand his personal brand to the estimated 450 million basketball enthusiasts in China and its surrounding territories, according to the company.

Chinese fans of Curry can now download the PressPlay app and pay to access his “virtual fan club,” which features exclusive training videos in the gym, behind-the-scenes footage on game days, live stream events, Q&A sessions, a video diary and personalized video messages from Curry.

PressPlay co-founders Samuel Pearton and Alexander Meek told Mobile Marketing Daily that the idea for the platform came to them when they were working together in China.

“We wanted to help international brands grow by connecting them with Western and Chinese talent,” Pearton said. “We really saw a model based on what Chinese celebrities were doing by valuing their content and their power in e-commerce transactions.”

Fans on the app will have access to special deals through sponsors and celebrities’ partner brands. The ecommerce element can take fans to Curry’s own “shop,” where they can buy products from affiliated, international brands.

Using PressPlay, Curry can “give back loyalty in the forms of content and communications with his mega-fans,” Meek said. He added that they are experimenting with augmented and virtual reality possibilities with the platform, as well.

Pearton told MMD they are in the final stages of signing new talents to the platform, an athlete and singer.