Industry shorts: Mbappé, DAZN, AoC Sport, Basketball England

French football star Kylian Mbappé has been unveiled as a global ambassador for organic baby and children’s food brand Good Goût.

Mbappé, who plays for Paris Saint-Germain, will represent the Good Goût Kidz range, which will be in stores across Europe from the middle of June.

The partnership will initially run for two years. Mbappé and Good Goût will work on joint activities surrounding the launch of the 20-year-old’s upcoming foundation.

Beats by Dre’s Powerbeats Pro ‘Unleashed’

Beats by Dre has marked the launch of its new Powerbeats Pro wireless fitness headphones range with a new campaign spot directed by Hollywood filmmaker Hiro Murai.

British boxer Anthony Joshua, Chelsea footballer Eden Hazard, US women's football star Alex Morgan, basketball legend LeBron James, tennis ace Serena Williams and gymnast Simone Biles are just some of the superstars who feature in ‘Unleashed'.

Nike shoe fail sees share price drop

Nike has experienced a 1.7% drop in its share price - equivalent to $1.1bn - following an incident that saw NCAA star Zion Williamson injured by the collapse of his shoe during a live TV game.

The Duke Blue Devils freshman, expected to be the top draft pick in the NBA this year, sprained his knee and was forced to sit out the rest of a game attended by the likes of Jay-Z and Barack Obama.

The former US President later wished Williamson, a huge rising star in the US, a “speedy recovery” on Twitter.


The NBA has become the first western rightsholder to partner with ByteDance, the Chinese start-up whose AI-powered content platforms are driving rapid worldwide growth.

The multi-year agreement will see NBA videos ranging from game highlights, behind-the-scene clips and news delivered across ByteDance’s social media platforms, which include Douyin, Toutiao and Xigua Video.

NBA in unprecedented betting deal

The NBA has agreed its first-ever betting data partnership in the United States with sports data providers Sportradar and Genius Sports.

The three-year partnerships open the door for Sportradar and Genius Sports to distribute official NBA betting data to licensed sports betting operators in country.  

The deals, whch will come into effect from this NBA season, cover official betting data for all NBA and WNBA games, encompassing preseason fixtures, regular season matches and the playoffs. 

NBA in first Euro gaming deal

Française des Jeux (FDJ) has been confirmed as the NBA’s first official European gaming partner in a multiyear partnership.

FDJ, the operator of France’s national lottery, will now become the National Basketball Association’s official gaming partner in France, the NBA’s first in Europe.

The deal will allow millions of fans in France to keep up-to-date with the NBA thanks to the sports gaming operators’ ParionsSport platform, uniting NBA followers and Française des Jeux customers across the country.


The NBA and Norwegian Air have announced a partnership that sees the airline named Presenting Partner of the NBA London Game 2019.  

Norwegian will receive prominent brand exposure including event logo inclusion, on court and in-arena signage and create bespoke content with NBA legends.

As part of the partnership, Norwegian will offer fans the chance to win tickets to the NBA London Game 2019 presented by Norwegian.  In addition, they will give fans the opportunity to travel to a 2018-19 regular-season NBA game in the United States.  

NBA innovates with micro-streaming

US basketball fans will now be able to purchase a single quarter of a game via the NBA’s streaming service, the league has announced.

The move makes the NBA the first major sports provider to offer “micro-transactions” of this kind, with the quarter-game content set to be priced at under two US dollars.

NBA Digital is also developing an option to enable fans to purchase 10 minutes of real-time game access, with details set to be announced in coming months.


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