The NBA is expanding its creator program for the 2024-25 season, introducing new partnerships and content-sharing initiatives designed to broaden its digital reach.

The program launches with streamers Kai Cenat and Drew Afualo covering opening week games. Cenat will document the Knicks-Celtics matchup on TNT, while Afualo will attend the Suns-Clippers game on ESPN, producing behind-the-scenes content for NBA social channels.

“Creators are a key part of the NBA’s content ecosystem, helping us connect with new audiences in innovative ways,” said Bob Carney, NBA SVP of Social and Digital Content, in a press release.

A partnership with WSC Sports provides select creators access to over 25,000 hours of NBA game footage and AI-driven editing tools. Content producers, including Thinking Basketball, Swish Cultures, and Golden Hoops, will use this footage to create reaction posts and analysis videos across social platforms.

The NBA Creator Cup Series returns with three events: the Emirates NBA Cup in Las Vegas, the NBA All-Star in the San Francisco Bay Area, and the NBA Summer League in Las Vegas. These games will feature basketball creators, with rosters to be announced later.

Last season’s creator initiatives generated 650 million video views across NBA digital channels, with contributors including food reviewer Keith Lee, comedian Funny Marco, and Air Corgi providing courtside coverage at major events.

The league is also expanding its technological partnerships. Meta Quest, the NBA’s official MR headset, will work with creators to showcase courtside virtual reality experiences. A separate partnership with Snapchat will bring creators to NBA events to produce content for personal and NBA accounts.

At the start of the regular season, the NBA will collaborate with more than 100 creators on voter participation initiatives and share educational resources about civic engagement.

A recent survey by Collective Voice reveals that 61% of consumers noticed increased election-related content from creators they follow. The report found that 76% of consumers are open to political discussions from influencers, provided the content is respectful, positive, and educational.

“As a lifelong fan of this league, it’s a dream come true to work with the NBA and other creators to bring more content to my supporters this season than ever before,” stated Cenat, reflecting the program’s expansion from its 2016 launch.

The initiatives build on previous seasons’ programs, which featured creators like Jenna Bandy, Jesser, Kris London, Lethal Shooter, and Tristan Jass.