Tencent Music Entertainment Group (TME) has agreed a sponsorship deal with the NBA in China which will see the two organisations collaborate on the creation of audio and music content.
TME's QQ Music platform, a joint venture with Spotify, will carry a series of official NBA podcasts. There will be a podcast creation competition open to amateur podcasters. QQ Music allows amateur musicians to put their music on the platform and the NBA deal will also involve a music competition open to these creators. There will be a special NBA-QQ Music subscription for basketball fans, offering perks such as the chance to win tickets to NBA events.