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NBA China and Tencent Music collaborate on audio content

Beats by Dre headphones worn by Joel Embiid of the Philadelphia 76ers. (Photo by Mark Brown/Getty Images)

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.

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