Recognizing the power of influencers like digital creator Kai Cenat, the NBA is now taking steps to deepen fan engagement through strategic partnerships. On October 21, the league outlined its plans for the 2024/25 season, revealing a new focus on collaborations with digital creators to offer exclusive behind-the-scenes content.

According to the NBA’s Senior Vice President of Social and Digital Content, Bob Carney, tapping into the influence of popular online personalities is a vital part of their strategy to reach diverse audiences.

The league aims to create more immersive and relatable experiences by blending traditional sports coverage with digital content that resonates on social media.

“Creators are a key part of the NBA’s content ecosystem, helping us connect with new audiences in innovative ways,” said Carney. “We have experienced remarkable growth with our creator program since it launched in 2016, and we can’t wait to see what this season brings.”

The NBA deal with Cenat

As part of this initiative, Cenat will join the TNT crew in Boston for a special segment on October 22, giving fans an exclusive peek behind the scenes of the Knicks vs. Celtics game.

His involvement marks a significant step in the NBA’s effort to integrate digital creators into their programming and engage viewers in a fresh, modern way.

Cenat shared his excitement about the collaboration, highlighting his passion for both basketball and content creation.

“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,” said Cenat.

The NBA’s efforts don’t stop with Cenat. Influencer Drew Afualo will also play a role in this new wave of content, appearing on the league’s social media platforms during the Suns vs. Clippers game on October 23.