X Expands Exclusive Content Partnership With NBA

X has extended its multi-year partnership with the National Basketball Association (NBA), promising new experiences for 2025 beyond real-time scores, highlights, and fan interaction. Although, the platform has yet to clarify what these in-app experiences will be.

Although user numbers are steadily declining on the platform, sports on X is thriving -- making up the top content category, outpacing politics by a significant margin.

Earlier this year, X saw a major spike in excitement around basketball -- specifically related to the WNBA, which was up 500% in conversation in June compared to the previous season thanks to new stars like the Indiana Fever's Caitlin Clark.

X also has an exclusive partnership with the niche basketball league known as the Big 3, which was watched more regularly than Premier League Soccer, WNBA and Premier Lacrosse League games in the U.S. last year, according to data from The Source.

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While X has yet to divulge its plans for the future of its NBA partnership, it is likely to resemble the platform's recent partnership with the National Football League (NFL, which led to a NFL-specific news portal in the app that includes tweets from NFL teams, rights partner accounts (such as “SNF on NBC”) and reports from outlets like NFL Media and ESPN.

Fans of the NBA may also be able to go to X to easily check scores, game schedules, current standings, and team and player stats.

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