X Announces Expanded Content Partnership with the NBA

As the company continues to develop its original content offering, X has announced a renewal of its partnership with the NBA, which will see the NBA continue to share exclusive content on the platform.

According to X:

“X serves as a vibrant community for NBA fans where live game commentary becomes a shared experience. Fans around the world interact, react and engage at every game, creating a collective experience that goes beyond watching to promote unity and deepen their connection to basketball.”

X says its new, multi-year partnership with the NBA will introduce “new, innovative experiences in 2025 and beyond.” More information about these updates will follow soon.

This could lead to X adding an NBA portal, similar to enabling the NFL portal, making it easier to watch games in real time and get the latest standings and stats information on stream.

The deal will help ensure that X remains a key platform for discussing NBA news, continuing to be a key source of engagement for the app.

In fact, X reported back in September that “Sports” was the most popular topic segment in the app, well ahead of “Politics.”

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And that will be hard for any potential challenger app to beat. While X and Bluesky have emerged as potential alternatives,

As already mentioned, the expansion of the NBA contract is of

Earlier this year, Linda Yaccarino, CEO of And while it had some success with exclusive programming from Tucker Carlson and Jim Rome, among others, it also announced and then canceled (after a tense interview) a deal with former CNN anchor Don Lemon with X owner Elon Musk), while it also announced an exclusive content deal with Paris Hilton that does not yet produce any programming,

However, it has now been confirmed that Khloe Karadashian’s new video podcast is coming, after a contract with the star was announced back in June.

So maybe these things just take time, although it seems strange to announce that your platform is now “video first” and then make no significant changes to its format or approach.

Maybe 2025 is the year of video for the platform, and maybe this expanded deal with the NBA is just the start of a new push to get more people to spend more time with the platform’s video content.