NBA Announces Multiyear Deal With Perform To Manage International Websites

15 international markets fall under the new partnership

The NBA is deepening its global video reach, announcing a new multiyear partnership under which Perform will manage the league’s official websites in more than 15 international markets, including Argentina, Australia, Canada, India, Japan, Mexico, and Spain.

Perform will leverage its editorial and commercial personnel to manage the NBA’s official online sites in the 15 markets, which log a total of approximately 15 million unique visitors a month. According to the NBA announcement, Perform will “focus on growing the league’s international audiences on these platforms through locally relevant stories and branded content.” Perform will also push for subscriptions to NBA League Pass, the league’s live-game subscription service, on DAZN, the OTT platform operated by Perform.

“We are delighted to be working so closely with such a major rightsholder as the NBA,” said Perform Media CEO Juan Delgado in the announcement. “Our goal is to help replicate the NBA’s success in additional markets by leveraging the power of digital and, of course, Perform’s unique international footprint and expertise. Our continuous focus on innovation in the digital world ensures we are uniquely positioned to help premium rightsholders like the NBA drive interest and engagement in the sport worldwide.”

Noted NBA’s Matt Brabants, SVP, global media distribution and business operations, “Perform has been a trusted NBA partner, and we’re excited to broaden our relationship to include the management of our digital properties in additional markets around the world. We look forward to leveraging Perform’s expertise in building global audiences to bring exciting, localized content to our passionate international fans.”

Perform currently owns and manages 10 D2C properties worldwide, Goal.com being its largest. The NBA operates 20 localized international web destinations and has been a leader in the hyper-customization of such content, building highlight reels and customizing video distribution based on the international heritage of its players.