TikTok Partners with NBA and WNBA for Exclusive Content

TikTok has entered into partnership agreements with the NBA and WNBA to provide exclusive content within the app.

The deals, announced July 16, 2026, aim to capitalize on growing basketball interest on the platform. TikTok reported that global interest in “NBA” content has increased nearly 30% and “WNBA” content 15% since the start of 2026. One in three TikTok users has an interest in the NBA, and 64% of women’s basketball fans use the platform as their primary destination for updates.

The partnerships will feature content from major events such as All-Star games and in-season tournaments. Both leagues have a combined 30 million followers across TikTok. The collaboration is intended to create dedicated spaces for fans to access moments, stories, and personalities associated with the leagues.

TikTok’s GamePlan feature will allow the leagues to post content directing users to in-app hubs for deeper engagement. Previous platform data indicates that 59% of users find watching sports content on TikTok more entertaining than traditional game broadcasts. Basketball fans are also 42% more likely to watch live games after viewing related in-app content.

The agreements reflect TikTok’s strategy to strengthen its position in sports content. Basketball has emerged as a particularly active category, with short-form video format well-suited to highlights, player interviews, and fan reactions. TikTok has increasingly positioned itself as a destination for sports fans, particularly younger audiences who prefer mobile-first and short-form consumption – with partnerships like this being the backbone of its ability to become a sports hub.