YouTube’s live streaming over-the-top video service YouTube TV has signed on as the first-ever presenting sponsor of the NBA Finals, starting with this year’s championship series in May.
The deal will cover the NBA Finals, WNBA Finals and NBA G League, and will feature the YouTube TV logo in all Finals branding on TV, in stadiums, online and on the court.
Financial terms were not disclosed.
YouTube TV recently added the NBA tv channel to its lineup, and will soon make NBA League Pass available to subscribers for an additional fee.
The deal is very similar to one struck by YouTube TV and Major League Baseball that made the service the presenting sponsor of the World Series. YouTube and MLB recently renewed that agreement through the 2019 World Series.
As was the case with the World Series, YouTube TV subscribers will be able to watch the NBA Finals on ABC, which the service carries in nearly 100 local markets.
YouTube TV’s NBA and MLB deals mark the biggest marketing efforts yet by any OTT service. While Sling, Hulu with Live TV and DirecTV Now have all launched campaigns to drive consumer awareness, presenting sponsorships for professional sports league championships are not cheap, and virtually guarantee that tens, if not hundreds of millions, will see at least some of the branding.