The Chinese Men’s Basketball League (CBA) has announced an extension to its media partnership with Sportradar.
The continuation of the strategic partnership aims to strengthen the integrity of the CBA and bring the Chinese league into the spotlight. Sportradar is an industry leader in broadcasting and has a large international presence in the gaming and online casino markets.
Sportradar continues strategic collaboration with CBA
Sportradar’s technological collaboration with the CBA will enable regular season and postseason coverage of over 550 games, as well as short video highlights.
CBA also relies on the media company’s broadcast partnerships and extensive network to expand its global reach. This will attract more international fans via streaming services and increase the league’s viewership.
The bond will also attract more customers to Sportradar to participate in casino gaming and the company’s 300 virtual sportsbooks worldwide.
Sportradar’s Ben Turner, Head of Sports Content and Partnerships, APAC and Head of Global Basketball, commented on the partnership.
He said: “Sportradar is the unparalleled partner that will bring the CBA League an unprecedented level of global visibility.” Basketball is one of the few sports with broad global appeal and Sportradar is committed to leveraging this potential for both the CBA League and to maximize our customers.”
Sportradar has strong connections with other popular leagues around the world. The media giant currently has contracts with the International Basketball Federation (FIBA), the National Basketball Association (NBA), the French Basketball League (LNB) and the Turkish Basketball Federation (TBF).
CBA Head of Negotiations Shirley Lv said of the continued deal: “We are pleased to extend our partnership with Sportradar and believe this will provide expanded opportunities and exposure for the CBA League given the company’s extensive experience and recent track record becomes.”
The CBA has plenty of talent in the league, but the lack of exposure on major networks has hindered the league’s expansion into western markets. Players like Trae Golden, Antonio Blakeney and Scottie James will make the most of the increased airtime in the eyes of top coaches and fans alike.
Lv concluded with the renewed partnership: “In this long-term partnership, we are creating opportunities worldwide and look forward to driving the further growth of the CBA League and reaching new audiences around the world.”
The CBA’s 29th season is upon us and the twenty-team league will be an interesting watch in a busy year for basketball.