Times Internet forms digital partnership with NBA

The American National Basketball Association has become the second sports league after the IPL to partner with the Times Group for digital media content. The Times of India website will have a dedicated NBA section, which will provide daily updates of the latest NBA news, scores and columns by Times Group journalists.

by exchange4media Staff
Published - Jun 1, 2011 8:03 AM Updated: Jun 1, 2011 8:03 AM
Times Internet forms digital partnership with NBA

The American National Basketball Association has become the second sports league after the IPL to partner with the Times Group for digital media content. The Times of India website will have a dedicated NBA section, which will provide daily updates of the latest NBA news, scores and columns by Times Group journalists.

Journalists from the Times Group will travel to the 2011 NBA Finals to provide on-site and behind-the-scenes coverage for fans in India. “We are proud to be associated with one of the most recognized sporting leagues in the world,” said Rishi Khiani, CEO, Times Internet Limited. “The NBA is the premier men's professional basketball league in North America. With the growing popularity of Basketball globally and more recently in India we plan to leverage our audience to help popularize the sport further and drive newer audiences to the game,” he added.

“The Times Group has unrivaled reach in India and they are an ideal partner to help showcase our game and engage more NBA fans throughout the country,” said Heidi Ueberroth, President, NBA International. “We are in the midst of one of our most exciting playoffs in recent memory and the innovative, in-depth sports coverage provided by the Times Group allows us to bring fans in India closer to the game.”

Around 15 NBA and WNBA players have also traveled to India to conduct clinics and raise awareness of basketball. The NBA is also working closely with the BFI to identify coaches for India’s national team.

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